Market Orientation as a Catalyst for Success: Unveiling the Dynamics in the Philippine Hospitality Industry

Abstract

This study aims to examine the relationship between market orientation and firm performance within the hospitality industry in the Philippines. A desk study approach was employed, utilizing secondary data from existing studies and reports available through online journals and libraries. The analysis reveals a positive correlation between market orientation and firm performance in the Philippine hospitality sector. Hotels that focus on customer needs, competitor analysis, and internal coordination tend to achieve better financial results, customer satisfaction, and market share. This underscores the importance of market orientation in enhancing competitiveness and sustainable growth in the hospitality industry. This study supports the application of market orientation theory, resource-based view (RBV) theory, and service quality theory in future research. It encourages hospitality firms to adopt customer-centric strategies and advocates for policies that create a supportive business environment through infrastructure investment, regulatory reforms, and talent development initiatives.