The relationship between entrepreneurial marketing and the characteristics of Thai hotels and their managers

Abstract

Purpose -The purpose of this paper is to explore empirically whether there are meaningful relationships between key entrepreneurial marketing (EM) variables and the demographic characteristics of the organization and its manager. Design/methodology/approach -The data were gathered from a sample of 369 hotels from all regions of Thailand through the use of a postal survey. Several multiple regression models were used to test the relationships in the study. Interaction terms were added to some models to test the moderating effects of major demographic variables on various EM attributes. Findings -The study shows which types of hotels and which types of managers were associated with EM characteristics. The results indicate that demographic characteristics, such as age, size, location, experience, and gender, significantly explain sets of entrepreneurial marketing variables. It was found, for instance, that both a young hotel and a large hotel are positively associated with entrepreneurial marketing, while owner management is positively associated with market orientation and negatively associated with growth aspirations but has no significant relationship with entrepreneurial orientation. Originality/value -The paper provides a comprehensive overview of selected relationships between key EM dimensions in the existing literature. It is suggested that future research involves a more in-depth exploration of some of the relationships found in this study.

Entrepreneurial marketing strategy, institutional environment, and business performance of SMEs in Egypt

“…Concerning the MENA countries, Bastian et al (2018) pointed out different cultural, social and organisational factors at macro/micro levels that can act as motives and challenges for women entrepreneurs. Regarding its relationship with EM, little empirical research supported that gender has an impact on EM (Boonchoo et al, 2013). Specifically, some authors contended that female entrepreneurs are more risk-averse (Malach-Pines and Schwartz, 2008;Boonchoo et al, 2013).…”

“…Worldwide, both entrepreneurship and EM were widely being studied in SMEs of many developed countries (Franco et al, 2014;Wynn and Jones, 2019). Yet, the progression in this important research area requires more studies to be carried out on its sub-fields to examine valuable suggested relationships among its relevant variables (Boonchoo et al, 2013). Additionally, despite the successful entrepreneurial initiatives that have been detected in many emerging and Arab markets, entrepreneurship in general and EM in particular are still underresearched areas in this context (Alon and Rottig, 2013;Estrin et al, 2018) especially in Egypt.…”

“…Additionally, despite the successful entrepreneurial initiatives that have been detected in many emerging and Arab markets, entrepreneurship in general and EM in particular are still underresearched areas in this context (Alon and Rottig, 2013;Estrin et al, 2018) especially in Egypt. Furthermore, literature reported mixed findings regarding the role of entrepreneurial experience (EE) and gender-entrepreneurial performance relationship and considered them both as under-investigated sub-fields of EM (Boonchoo et al, 2013;Franco et al, 2014;Li et al, 2015). Moreover, as far as the literature has been reviewed, the authors noted a paucity of research on IE-EM relationship in both developed and emerging markets.…”

The Role of Attitude Toward Marketing and Marketing Practice on Marketing Performance: A Theoretical Framework Development for SMEs

“…EM synthesized into seven dimensions namely: proactiveness, calculated risk taking, innovativeness, opportunity focus, resource leveraging, customer intensity and value creation [17]. Those dimensions can be classified become two elements of entrepreneurship and marketing element [19]. Entrepreneurship element represented by pro-activeness, calculated risk taking, innovativeness, opportunity focus, and resource leveraging.…”

Entrepreneurial marketing effects on sport club manager performance (Conceptual Model)

“…© 2019 University of Alicante between market orientation, innovation and customer loyalty, and the business performance of Pol Clothing Group and showed that an increased degree of innovation is related to the increase in the level of market orientation. This led to an increased innovation level in company performance (M. Pakdel, Nayebzadeh, & Dehghan, 2011).According to Boonchoo et al, organization characteristics including age and size have a positive relationship with entrepreneurial marketing while the ownership and management are positively associated with market orientation (Boonchoo & Tsang, 2013). Rezvani's study showed that although the age of institute had a positive significant effect on the structure of the organization and the organization structure had a positive significant effect on the entrepreneurial marketing, institute size showed no statistically significant effect on neither the organizational structure nor entrepreneurial marketing (Rezvani, Shirkhodaie, & Khazaei, 2014).…”