Influence of Strategic Orientation on Performance of Public Owned Hotels in Kenya

Simple item page
dc.contributor.advisorRosemarie Khayiyaen_US
dc.contributor.advisorAlice Ondigien_US
dc.contributor.authorLentu, Lesaibile Moses
dc.date.accessioned2022-03-30T06:14:53Z
dc.date.available2022-03-30T06:14:53Z
dc.date.issued2021
dc.descriptionA Thesis Submitted in Partial Fulfillment of the Requirements for the Award of the Degree of Master of Science in Hospitality & Tourism Management in the School of Hospitality, Tourism and Leisure Studies of Kenyatta University, 2021en_US
dc.description.abstractFirm’s strategic orientation enables a firm to develop optimal performance and sustain competitiveness in the market. Publicly owned hotels have however been faced with many challenges which affects their performance. These challenges included change in technology, competitive environment, social-cultural and economic challenges. The main objective of the study was to establish the influence of strategic orientation on performance of public owned hotels in Kenya. Specifically, the study sought to examine the influence of resource orientation on performance of public owned hotels in Kenya; establish the influence of enterprenurial orientation on the performance of public owned hotels; determine the influence of market orientation on performance of public onwed hotels and establish the influence of technological orientation on the performance of public owned hotels in Kenya. The study was guided by three theories namely; Resource-based view, Goal-setting theory and Dynamic Capabilities View. A descriptive cross-sectional survey design was used. The targeted institutions for the study were all the 10 existing public owned hotels located in various parts of the country. Stratified sampling technique was used to select the sample. The study used a census of 9 public owned hotels and used purposive sampling to select one General Manager and five heads of departments from each hotel. Therefore, a total of 54 (9*6) respondents formed the sample size. The study however received back only 44 questionnaires; a response rate of 81.48%. The study adopted the use of a questionnaire for middle level managers and an interview schedule for the general managers as the main research instruments. Content analysis was used to analyze qualitative data while quantitative data was analyzed using descriptive statistics like mean, frequencies and standard deviations and the findings presented in tables and figures. Linear Regression analysis was carried out to determine the influence of resource, enterpreneurial, market and technological orientation on performance while standard multiple regression was used to determine the overall influence of strategic orientation on performance of public owned hotels. The study established that resource orientation (β=0.565, p=0.000); entrepreneurial orientation (β=0.285, p=0.000); market orientation (β=0.346, p=0.000) and technological orientation (β=0.271, p=0.000) positively and significantly influenced performance of public owned hotels in Kenya. The multiple regression findings further showed that all measures of strategic orientation combined (resource orientation (β=0.283), technology orientation (β=0.381), market orientation (β=0.093), entrepreneurial orientation (β=1.002) influenced performance of public owned hotels. Although all the variables showed a statistically significant influence on performance, technological orientation proved to be the best predictor variable of performance, given that it produced the highest value (β=1.002;P=0.000). This study recommends that the public owned hotels should widely adopt information technology (IT) to reduce costs, enhance operational efficiency, and most importantly to improve service quality and customer experience.en_US
dc.description.sponsorshipKenyatta Universityen_US
dc.identifier.urihttp://ir-library.ku.ac.ke/handle/123456789/23411
dc.language.isoenen_US
dc.publisherKenyatta Universityen_US
dc.subjectStrategic Orientationen_US
dc.subjectPerformanceen_US
dc.subjectPublic Owned Hotelsen_US
dc.subjectKenyaen_US
dc.titleInfluence of Strategic Orientation on Performance of Public Owned Hotels in Kenyaen_US
dc.typeThesisen_US
Files
Original bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
Influence of Strategic Orientation......pdf
Size:
1.16 MB
Format:
Adobe Portable Document Format
Description:
Full text Thesis
Download
License bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
license.txt
Size:
1.71 KB
Format:
Item-specific license agreed upon to submission
Description:
Download
Collections
MST-Department of Tourism Management