Globalization has created fierce competition among
hotels as major providers of services within the hospitality
industry. The long-term survival of a hotel
firm in such an increasingly competitive environment
depends on its ability to satisfy customers’
demands efficiently and effectively (Nicholls and
Roslow 1989). The adoption of a market orientation
can help a hotel design and offer a service mix
that is perceived by its core customers as being of
superior quality, while making a profit and building
a competitive edge. However, in comparison with
other commercial service sectors such as banking,
insurance, or retail distribution, the hotel industry