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Integrating knowledge management into market orientation: Impact on hotel performance.


The purpose of the study was to investigate the linkage between MO capabilities, KM strategies, and hotel performance. This study focused on the investigation of hotels in Taiwan at a property level. The study not only aimed at the development of a KM measurement scale for hotel use, but also empirically examined whether or not KM strategies were an essential function of enhancing a firm's performance by properly aligning MO capabilities. Therefore, objectives of the study were to: (1) develop and validate an instrument for the assessment of KM strategy implementation in the hotel industry; (2) examine the implementation of KM strategies in the hotel industry; (3) revalidate an existing MO scale in a hotel context; and (4) examine the relationships between MO, KM, and hotel performance.