STRATEGIC ORIENTATION AND PERFORMANCE OF FIVE STAR HOTELS IN NAIROBI COUNTY, KENYA

Abstract

The general objective of this study was to assess how strategic orientation influences the performance of hotels in Nairobi County. The specific objectives were to examine how market, customer, learning and Technological orientations influence the performance of 5-star hotels Nairobi County. The study was guided by resource-based theory, diffusion of innovation theory, dynamic capabilities theory and Vygotsky’s collaborative learning theory. The study used descriptive research method. Quantitative methods were applied in data collection and analysis. The population of the study included all 26 five-star hotels in Nairobi County listed by Kenya Tourism Authority. The unit of observation of the study included top level managers, Operational managers and Customer relations managers. Since the target population was small, less than 100, a census was carried out on all the 78 respondents from 26 five-star hotels in Nairobi County. The study gathered primary data through structured questionnaire. Analyzed data was summarized, coded and entered in a computer aided tool (Statistical Package for Social Sciences (SPSS) 26.0 for analysis which generated descriptive statistics such as means, standard deviation and frequency distribution. ANOVA and multiple regression analysis was used to establish the relationship between the independent variables and dependent variable. The findings were present in form tables, figure, charts and models. The findings revealed that that there is significant relationship between strategic orientations (market, customer, technological and learning) and performance of star-rated hotels in Nairobi County, Kenya. Further, regression analysis revealed that there is positive and significant influence of strategic orientations (market, customer, technological and learning) on performance of star-rated hotels in Nairobi County, Kenya. The study concluded that strategic orientation influenced the performance of star-rated hotels in Nairobi County, Kenya. The study recommended that need to establish a dedicated market research team. There is need to emphasize customer focus from the top . The study also recommended that the management should allocate adequate resources in the hotel for new technology and expected technological changes in the future. Key Words: Market, Technology, Learning, Customer Orientations CITATION: Angaya, S. B., Otinga, H., & Miroga, J. (2024). Strategic orientation and performance of five star hotels in Nairobi County, Kenya. The Strategic Journal of Business & Change Management, 11 (1), 506 – 528. http://dx.doi.org/10.61426/sjbcm.v11i1.2868