Abstract
The aim of this study is to assess the impact of soft TQM practices on the business performance of hotels in Vietnam's current business climate. Data was collected from 190 hotels rated three stars or higher in 2022. Using a SEM model, the author found that soft TQM practices such as customer focus, senior leadership commitment, employee engagement, and employee training positively affect hotel business results. Specifically, hotels should prioritize employee engagement and customer focus, as these factors have the greatest impact on business outcomes.
 Keywords: TQM, Soft TQM, Hotel’s Performance, Vietnam.
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