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

Boonchoo, P., Wadeson, N. ORCID: https://orcid.org/0000-0001-8140-9307 and Tsang, D. (2013) The relationship between entrepreneurial marketing and the characteristics of Thai hotels and their managers. Journal of Research in Marketing and Entrepreneurship, 15 (1). pp. 61-78. ISSN 1471-5201 doi: 10.1108/JRME-08-2012-0023

Abstract/Summary

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.

Item Type	Article
URI	https://reading-clone.eprints-hosting.org/id/eprint/36875
Item Type	Article
Refereed	Yes
Divisions	Arts, Humanities and Social Science > School of Politics, Economics and International Relations > Economics Henley Business School > International Business and Strategy
Uncontrolled Keywords	Demographics, Entrepreneurship, Hotels, Managers, Marketing, Thailand
Publisher	Emerald
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