This study attempts to explore the implementation of market orientation and innovation on business performance for SMEs hospitality industry in Thailand. The market orientation perspective of Kohli and Jaworski (1990), which consists of intelligence generation, intelligence dissemination, and organization-wide responsiveness, is employed in this study. The unit of analysis of the study is SMEs hotels located in Thailand. A quantitative approach and a structural-direct questionnaire survey were adopted. Structural Equation Modeling (SEM) with AMOS version 17.0 was used for data analysis. The results conclude that intelligence generation, dissemination and responsiveness have a significant indirect effect on business performance through innovation.
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