Presenting a Business Performance Evaluation Model for Isfahan Tourist Hotels Based on Innovative Culture: The Mediating Role of Market Orientation and Internal Marketing

Recognizing the commercial performance of hotels is the main goal of this research. In order to continue to compete in today's hotels must create a strong culture of innovation and stimulate participation in innovative behavior in order to meet the demand for instability and the complexity of the environment.

Design/methodology/approach:

 This study was conducted to "present a model for evaluating the commercial performance of hotels based on innovative culture with the mediating role of market orientation. In terms of method, it is a descriptive-survey correlation with the nature of the application and in terms of cross-sectional time. The statistical population includes all Isfahan hotels, which were selected as a sample of 45 hotels. The measurement tool was a questionnaire calculated from the content method to measure validity and Cronbach's alpha was calculated to determine its reliability.

The results showed that in Isfahan tourist hotels, innovative culture has an effect on market orientation and internal marketing; Innovative culture, market orientation, and internal marketing affect business performance. Also, market orientation and internal marketing play a fully mediating role in the relationship between innovative culture and business performance.

The low share of the hotel industry can be provided through service innovation, which is one of the main elements that can increase business performance in the hotel industry.

Originality/value: 

For the first time, this research has included innovative culture as a mediating variable in evaluating the performance of tourist hotels in Isfahan city.