The Influence of Total Quality Management, Market Orientation and E-Marketing on Hotel Performance

Abstract

The purpose of this study is to examine the associations among total quality management, market orientation, e-marketing, and hotel performance. A survey instrument was used to examine the relationships in the proposed model. The collected primary data (n=191) from different employees in Aqaba hotels located in Jordan is conducted to test the relationship between exogenous and endogenous construct expressed in the proposed structural model. By employing SEM analysis, the findings revealed that e-marketing and market orientation have significant impact on hotel performance, whereas total quality management has not significant impact on it. However, the total quality management found to impact market orientation. In addition, the research will contribute a better understanding of hotel performance antecedents' towards hotels in Aqaba city.