The Relationship between Market Orientation, Innovation and Business Performance of Hotel and Restaurant Businesses in Ho Chi Minh City: The Moderating Role of Business Environment

: The study was conducted to examine the relationship between market orientation, innovation, and business performance through the role of regulation of business environment. By the quantitative research method combined with the qualitative research method, structural equation modelling (SEM) is performed with a sample size of 503 observations, the participants are the leaders of the hotel, restaurant in Ho Chi Minh City. The results show that there is a positive relationship between market orientation, innovation, and business performance of hotel - restaurant businesses. The business environment plays a role in regulating market orientation, innovation, and business outcomes. Through the regulatory role, the business environment factor plays a role in increasing the business performance of hotel - restaurant businesses. The results have brought practical significance to hotel - restaurant businesses. Managers needs to focus on market orientation, and innovation to improve business results. In addition, before the fluctuations of the business environment, restaurant - hotel businesses need to take advantage and grasp to adjust the appropriate market orientation and innovation strategies to contribute to improving business results. Finally, some limitations are also mentioned in this study.


METHODS
The methods used in the research are qualitative research methods and quantitative research methods. Qualitative research aims to provide a research model suitable for practical conditions in Ho Chi Minh City.
-The author gives a draft scale and then proposes a research model through group discussion.
-After synthesizing the opinions of experts, the author designed a draft questionnaire for survey respondents who are leaders of hotel -restaurant businesses. Preliminary survey with a survey sample size of 150 people, who are leaders at hotel -restaurant businesses in Ho Chi Minh City. The scales are tested by Cronbach's Alpha, EFA.
-The official quantitative study was carried out with a sample size of 520 and the survey subjects were leaders of hotel -restaurant businesses in Ho Chi Minh City.

Sample characteristics
Regarding the size of employees: enterprises with from 10 to less than or equal to 30 people are 177, accounting for 35.2%, enterprises with 30 to less than or equal to 50 people are 157, accounting for 31.2%, and enterprises with more than 30 employees, 50 people are 169, accounting for 33.6%. Based on the results of SEM analysis, we can see that the results of the fit assessment of the model are satisfactory, the CMIN/df index = 2.710, the TLI index = 0.919 and the CFI = 0.927 (> 0.9). ), GFI index = 0.864 > 0.8, RMSEA = 0.058 (< 0.08), P-value test of relevance = 0.00 (< 0.05) should be at 95% confidence We conclude that the data is consistent with the analytical SEM model, the interpretative results are reliable to use. The results analyzed above show that the factors of market orientation, innovation business performance of enterprises have a positive relationship. Market orientation has a positive impact on business performance (B = 0.257, p < 0.01) so H1 is accepted. Market orientation has a positive effect on innovation (B = 0.143, p < 0.01), so H2 is accepted. Innovation has a positive impact on business performance (B = 0.433, p < 0.01) so H3 is accepted. The business environment factor increases the relationship between the market orientation and the business performance of the business. The estimated results show that the interaction effect between the business environment variable and market orientation (B = 0.142, p = 0.02) is statistically significant. This result shows that hypothesis H4 is accepted. This means that as the business environment increases (high volatility), the impact of market orientation on business performance will increase. Hypothesis H5 shows that the business environment variable increases the relationship between innovation and business performance of enterprises. The estimated results show that the interaction effect between the business environment variable and innovation (B = 0.134, p = 0.063) is statistically significant. This result shows that hypothesis H5 is accepted. This means that as the business environment increases (high volatility), the impact of innovation on business performance will be higher. The results of this study confirm and reinforce that it has an impact on business performance as well as a regulatory effect of the environment.

MANAGERIAL IMPLICATION Market orientation:
The results show that market orientation has an impact on business performance. The fact also shows that the hotel -restaurant businesses that perform well the market orientation will contribute to improving the business performance of the business, the business will bring benefits and trust from customers, making customers trust the business, making the brand of the business more and more famous. Thereby, businesses can attract more and more customers. Hotel -restaurant businesses need to respect and be responsible for customers, need to ensure product quality as well as after-sales service to satisfy customers' needs. Businesses need to listen to understand the needs of customers, to gain credibility with customers, to always put the customer's position first and to always listen to the opinions of customers. Enterprises need to create trust for customers when they decide to use products and services and this is very important if products and services are provided to customers as promised, they will satisfy their trust. high reliability, product features must not be over-advertised, or use advertising tactics to cause bad things about the service. When customers have used the service, it is necessary to have contact and care measures so that customers feel that their choice is right and optimal and have appropriate after-sales care measures to increase the customer's intention to use in the future. Providing benefits over competitors in the future is essential because this helps customers feel that there is no longer a substitute service, or no incentive to perform a product or service replacement. service when needed. Hotel-restaurant businesses should continue to do market research, which plays an essential role in promoting their business. Capture the mindset and use market research tools to help businesses optimize costs and reduce risks for their business. Market research is not a new industry, but market research for what is always the top question of many people, especially for small and medium startup owners when starting a business. The hotel -restaurant businesses need to continue to ensure a sufficient number of standard facilities to serve tourists; strengthen sanitation, have signs, remind, and guide tourists to participate in environmental protection. On the other hand, hotelrestaurant businesses need to promote extensively about attractive local destinations, products serving tourists based on products bearing traditional values, national cultural quintessence. to prolong the customer experience while contributing to adding value to the business.

Innovation:
Innovation plays a very important role in the development of enterprises, we know that through the innovation process, new businesses can improve business performance. Investing in modern technology innovation to help improve and improve product quality is a regular and long-term necessity for all hotel and restaurant businesses. Technology development is a necessary and urgent requirement in today's integration context. Hotel -restaurant businesses need to be equipped with new equipment and technologies at a reasonable price for each business to achieve high results. Currently, technology plays a very important role in the development of every hotel -restaurant business. Therefore, hotelrestaurant businesses need to actively apply technology to their business activities. Hotel -restaurant businesses need to pay attention to the content of their website to ensure full information related to the business. In addition, businesses need to improve the efficiency of using the Internet to serve their business processes by understanding the needs of the market and online customers to promptly have appropriate policies. Innovation activities need to be long-term oriented and stable, not spontaneous, and short-term, need to be developed and planned in a more stable direction, expanding events to most audiences. visitor. Businesses must always improve their products/services every year, always find new ways of doing business, create new products and services, and especially always try new business ideas for businesses. In order to improve innovation capacity (new ideas, product innovation), hotel -restaurant businesses need to improve the capacity and skills of their employees. Employees at hotel -restaurant businesses can participate in short, medium, and long-term training courses at reputable tourism human resource training institutions. Training institutions need to synchronize practice rooms with management software and apply smart technology to teaching specialized subjects. To implement this solution, each industry needs to sign a contract with an enterprise to be allowed to equip similar software for businesses, helping learners quickly grasp when learning, practicing, and working after graduation. In addition, hotel-restaurant businesses need to develop regulations on the quality of lecturers applicable to tourism human resource training institutions in Vietnam. It is necessary to stipulate that lecturer participating in the training of tourism human resource training institutions must have tourism professional certificates, especially lecturers participating in teaching professional subjects and providing practical guidance. Finally, Vietnam is in the period of integration and development, hotel -restaurant businesses need to continue to improve their professional skills through methodical training programs of international standards to help human resources in the hospitality industry. Vietnam hotels have established a position. Fair competition for human resources from other developed countries to enter the labor market.