The Influence of Entrepreneurial Innovation and Service-Based Market Orientation on the Performance of Moderated Companies in the Hotel Classification 3, 4, and 5 in the Tanjung Benoa Bali

Abstract

An important factor that influences the performance of the hospitality industry is quality human resources. Therefore, Human Resources (HR) must have attitudes, knowledge, and skills, both general and specific, according to their fields. HR who have opportunities to perform are individuals who have entrepreneurial awareness, entrepreneurial knowledge, and the ability to coordinate resources as their own. This study aims to analyze the effect of entrepreneurial innovation and service-based market orientation on the performance of hotels, particularly in hotels with 3-, 4- and 5-star classifications in the Tanjung Benoa Bali, using a quantitative research design approach. The research population and sample consisted of hotel managers selected proportionally by simple random sampling. Data was collected using three dimensions collaborated as a questionnaire calibrated for readability, reliability, and validity and tested empirically. Data were analyzed using Two Way Analysis of Variance, Multiple Comparison Analysis, and Trend Analysis. The results show a significant main and interactional influence on entrepreneurial innovation and service-based market orientation on hotel performance in Tanjung Benoa Bali. Besides that, there are also substantial multiple differences regarding the effect of entrepreneurial innovation and service-based market orientation on hotel performance. This research implies the urgency for hotel managers to improve the quality of entrepreneurship innovation, market-based customer orientation, and performance.