The understanding about sales and marketing collaboration and market orientation in hotel industry in Thailand .

Abstract

This research is conducted to explore the sales and marketing collaboration and market orientation in the hotel industry, in order to understand the influenced factors of collaboration and market orientation towards business performance. This study was a qualitative research with a sample of 12 hotels that provide the data in depth interviews by the managers, sales and marketing section, and the data was analyzed with the qualitative content analysis. It found that there are five factors had influenced sales and marketing collaboration in the hotel industry. And, there are five factors were found in the study the improve market orientation in the hotel industry. The different hotel star rate will represent different conditions and characteristics in order to investigate. The study outstandingly indicates that management attitude towards coordination is an important influenced factor to effective sales and marketing collaboration in the hotel industry as well as market intelligence and responsiveness are important influenced factor to improve market orientation in the hotel industry.