Entrepreneurial orientation-hotel performance: Has market orientation anything to say?

This research shows the mediating role of market orientation (MO) in the link between entrepreneurial intention (EO) and business results. This conclusion comes from an empirical study of a sample of 70 independent hotels located in the south of Spain, one of the world's most important tourist areas. This study's relevance lies in its contribution to the knowledge of the effects that EO has on the improvement of results, as previous research has findings in every sense: A positive relation between EO and results, a lack of relation between the two, and even a negative effect of EO on the firm's results. This work also contributes to the research on the relation between EO and results in the hotel sector. From the point of view of its application to firm management, the study concludes that the development of EO is not enough to generate a positive result, at least in the short term. To this end, implementing an MO-based organizational culture thus also becomes necessary to attain a positive effect of EO on results.