Sarminah Samad, Dalal Alalrubaishi, Rasha Ali. Alghafes & Ghadah Abd. Alarifi
The tourism sector is controlled by small and medium-sized enterprises (SMEs) that need fundamental support in dealing with problems and limitations to stay competitive and relevant in the ever-changing industry. From a marketing standpoint, tourism marketing for small enterprises can play a significant role in supporting the strategic growth of SMEs within the tourism sector. This study investigated the effect of management strategy on the performance of SME hotels in Saudi Arabia. Accordingly, out of the 211 SME hotels that had participated in this study, 183 questionnaires were found valid for data analyses. Based on the results, a positive relationship was noted between management strategy and performance of SME hotels. Besides, the impact of management strategy on the performance of SME hotels was positively moderated by innovation leadership. Derived from the findings this paper suggests some recommendations for decision making and future research.