Practical relevance of innovativeness: a mixed-method field study on the role of strategic orientation and strategic learning in the hospitality industry

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PurposeDespite the well-documented relationship between innovativeness and performance, the roles of strategic orientation and strategic learning within this relationship remain underexplored. This study aims to contribute to bridging this gap by leveraging organizational learning theory and the resource-based view. We explore how strategic orientation and strategic learning interact with innovativeness to enhance firm performance, thereby contributing to a deeper understanding of these complex interrelations.Design/methodology/approachWe conducted a mixed-method field study, beginning by collecting survey responses from senior managers at 165 four- and five-star hotels across four Gulf Cooperation Council countries. After analyzing this data, we conducted five in-depth interviews with managers to further explore specific research questions that our initial deductive analysis did not address.FindingsThe study results, including a post hoc analysis of in-depth interviews, show that strategic learning and innovativeness are critical success factors for hotels. Unexpectedly, strategic orientation did not play a significant role in this study, and it seems that hotels facing hostile market conditions, such as pandemics and political crises, become more oriented to focus on short-term initiatives to help them survive.Practical implicationsIn the post-COVID-19 era, hotels are recognizing the significance of embracing innovations like biometric technology to ensure seamless and safe customer experiences. Managers need to cultivate an innovative culture through strategic learning, supported by evidence of its positive impact on service performance. Enhancing innovativeness in hospitality requires understanding key drivers and fostering organizational contexts conducive to innovation. Incorporating strategic orientation with strategic learning is essential for successful innovation and improved hotel performance, presenting a challenge for both scholars and managers.Originality/valueThis study underscores the importance of strategic learning in enhancing hotel performance through innovativeness, emphasizing its role as a critical mediator in the hospitality industry’s dynamic landscape.