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http://dx.doi.org/10.15722/jds.20.07.202207.11

The Antecedent Factors for Distribution of Improving Hotel Performance During Covid-19: Evidence from Five-Star Hotels in Bali-Indonesia  

WITARSANA, I Gusti Agung Gede (Faculty of Economic and Business, Udayana University)
YASA, Ni Nyoman Kerti (Faculty of Economic and Business, Udayana University)
SUKAATMADJA, I Putu Gde (Faculty of Economic and Business, Udayana University)
SURYA, Ida Bagus Ketut (Faculty of Economic and Business, Udayana University)
Publication Information
Journal of Distribution Science / v.20, no.7, 2022 , pp. 11-22 More about this Journal
Abstract
Purpose: Since the emergence of the Covid-19 pandemic, almost all the hospitality industry has experienced a decrease in the distribution of room occupancy. Therefore, this study aims to examine how to improve the performance of 5-star hotels in Bali by involving market orientation, revenue management orientation, competitive advantage, dynamic capability, and pricing capability. Research design, data and methodology: This study involved 127 managers in 62 five-star hotels in Bali. Analysis of this study using structural equation modelling (SEM) with SmartPLS software. Results: This study reveals that the performance of five-star hotels in Bali is influenced by factors such as market orientation, revenue management orientation, competitive advantage, dynamic capability, and pricing capability. In addition, revenue management orientation, competitive advantage, and dynamic capability have been shown to mediate the effect of market orientation on the performance of five-star hotels in Bali. Finally, pricing capability has been proven to have not been able to increase the revenue and performance of five-star hotels in Bali. Conclusions: Hotel performance is largely determined by several important factors which include market orientation, revenue management orientation, competitive advantage, dynamic capability, and pricing capability. This study provides important implications for hospitality practitioners to improve the distribution of hotel performance.
Keywords
Hotel Performance; Market Orientation; Revenue Management Orientation; Competitive Advantage; Distribution;
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