Abstract

Purpose: The Covid-19 outbreak has severely impacted the hotel industry. Especially in the new normal period, hotel management is attempting to overcome hardship and improve their hotels' performance using various strategies. There are few studies on increasing post-covid-19 hotel performance through market orientation, market strategy, and service innovation. This study intends to evaluate the impact of market orientation, market strategy, and service innovation on hotel performance post-covid-19. This study has significant ramifications for hotel managers seeking post-covid-19 measures to enhance hotel performance. Research design, data and methodology: This research includes 163 managers of 3, 4, and 5-star hotels. SEM-PLS is used to investigate the direct and indirect relationships between variables. Results: The study findings reveal that market orientation and service innovation have a direct impact on hotel performance. In contrast, the market strategy has no direct effect on hotel performance. Also, service innovation did not significantly mediate the relationship between market orientation and service innovation and hotel performance. Also, service innovation is proven not to mediate significantly on the effect of market strategy on hotel performance. Conclusions: Hotel performance is directly influenced by market orientation and service innovation. Also, service innovation mediates the impact of market orientation on hotel performance.