INTEGRATED BUSINESS STRATEGY AND ITS CONSTRUCTS: PILOT STUDY AT HOTELS IN MALAYSIA

Abstract

Since hotel industry is major contributor to the growth of Tourism Industry in Malaysia, it is vital to take into consideration of issues that are being carried by the industry. For example the high turnover of employee in hotel due to poor strategy conducted by hotels’ management. This paper explores the new strategy measurement which is the integrated business strategy dimensions in fitting the hotel industry due to the scarce of hospitality strategy at present. The new strategy is developed from the integration of four business strategy scholars. The new strategy dimensions have been renamed and items of the strategies have been tested through a pilot study. In the pilot study, a questionnaire of 29 items to measure integrated business strategy were formed. It is hoped that this measurement tool will contribute to the setting of a foundation to future hospitality strategy development and management of hotels in MalaysiaHospitality strategy, business strategy, integrated business strategy and hotel