The Relationship between Entrepreneurship Orientation, 4As, and SERVMO to Hotel Performance

Abstract

The aim of this research are to investigate the relationship between Entrepreneurship Orientation, 4AS, and SERVMO to Hotel Performance, Study of Hotel Performance In East Kalimantan, Indonesia. The population object of this study is the entire Manager at Star Hotel, located in East Kalimantan. The overall number of hotel star is as much as 49 hotels with certification that valid until 2014 at the Central Executive Board of the Association of Indonesian Hotels and Restaurants (BPP-IHRA) East Kalimantan. A total of 49 star Hotels (49 Manager) are noted as samples. In this study, people who are willing to be sampled is as much as 43 General Manager (43 Hotels Star). Then the number of samples in this study were selected by 43 the General Manager. The analysis showed that (1) the entrepreneurial orientation to a market orientation services (SERVMO) in East Kalimantan, the hospitality industry has the significant effect, (2) entrepreneurial orientation positive and significant impact on the 4As in the hospitality industry in the province of East Kalimantan, (3) 4As positive and significant impact on the performance of the hotel hospitality industry in East Kalimantan province, (4) the influence of entrepreneurial orientation lines on the performance of the hotel, which is mediated by the 4As obtained positive and significant coefficient, (5) the influence of entrepreneurial orientation lines on the performance of the hotel, which is mediated by the market orientation of service (SERVMO) coefficient values obtained are significant. The findings of this study prove the role of the framework of the 4As in the development of the concept of Tourism Marketing Responsible (Responsibility Tourism Marketing) toward superior performance in the tourism industry, especially industry hospitality in East Kalimantan. Research on 4As this study broaden the scope of customer value assessment framework to encourage market orientation strategy of the company. The results of this study indicate that entrepreneurial orientation SERVMO, and 4As to source capability in strengthening the role of human resources entrepreneur in the industry, the tourism, especially the hotel industry as a resource that is unique and is something that is valuable, cannot be imitated perfectly, born of civilization and cultural roots of East Kalimantan Province and has the values of business ethics towards superior performance.