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The relationship between entrepreneurial marketing and the characteristics of Thai hotels and their managers

Pattana Boonchoo (Department of Marketing, Thammasat Business School, Bangkok, Thailand)
Nigel Wadeson (Department of Economics, University of Reading, Reading, UK)
Denise Tsang (Henley Business School, University of Reading, Reading, UK)

Journal of Research in Marketing and Entrepreneurship

ISSN: 1471-5201

Article publication date: 5 July 2013

980

Abstract

Purpose

The purpose of this paper is to explore empirically whether there are meaningful relationships between key entrepreneurial marketing (EM) variables and the demographic characteristics of the organization and its manager.

Design/methodology/approach

The data were gathered from a sample of 369 hotels from all regions of Thailand through the use of a postal survey. Several multiple regression models were used to test the relationships in the study. Interaction terms were added to some models to test the moderating effects of major demographic variables on various EM attributes.

Findings

The study shows which types of hotels and which types of managers were associated with EM characteristics. The results indicate that demographic characteristics, such as age, size, location, experience, and gender, significantly explain sets of entrepreneurial marketing variables. It was found, for instance, that both a young hotel and a large hotel are positively associated with entrepreneurial marketing, while owner management is positively associated with market orientation and negatively associated with growth aspirations but has no significant relationship with entrepreneurial orientation.

Originality/value

The paper provides a comprehensive overview of selected relationships between key EM dimensions in the existing literature. It is suggested that future research involves a more in‐depth exploration of some of the relationships found in this study.

Keywords

Citation

Boonchoo, P., Wadeson, N. and Tsang, D. (2013), "The relationship between entrepreneurial marketing and the characteristics of Thai hotels and their managers", Journal of Research in Marketing and Entrepreneurship, Vol. 15 No. 1, pp. 61-78. https://doi.org/10.1108/JRME-08-2012-0023

Publisher

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Emerald Group Publishing Limited

Copyright © 2013, Emerald Group Publishing Limited

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