A Conceptual Framework on the Success Factors of Business Performance for Small and Medium Enterprises in the Malaysian Accommodation Industry

Abstract

Tourism industry is important for the Malaysian economy. Small and medium enterprises (SMEs) offering accommodation services play a significant role in achieving success of the industry goals. In fact, due to the high dependence on the owners-managers' business orientation, it has become a crucial resource for business performance. However, there is limited research that reveals the relationship of owners-managers' business orientation in entrepreneurial, branding, and customer-oriented activities altogether, on the SMEs' accommodation business performance. Henceforth, this paper is an effort to offer a conceptual framework that examines the interplay of three factors known as entrepreneurial orientation, branding orientation, and customer orientation, upon business performance. This aim of this paper will not only investigate related literature that covers the relationship among the three factors and business performance, but also to explain the mediating role of knowledge creation process in this relationship.