Author(s): I Ketut Santra
This study focuses on how the entrepreneurs of budget hotels in Bali, Indonesia, manage entrepreneurship orientation to support marketing performance by proposing the variables of market sensing, organizational learning, and marketing resource flexibility. A total of 384 hotel managers were surveyed. By using Structural Equation Modeling (SEM) AMOS version 22, the findings show that entrepreneurial orientation mediated by market sensing can necessarily be applied in tourism-based SMEs. Moreover, marketing resource flexibility and organizational learning have significant influence on market sensing and marketing performance. The findings are actually useful in analyzing entrepreneur management in anticipating customer trends, particularly of the budget hotels in Bali that highly contribute to support the excellent performance and continuity of tourism of this region as the world’s most popular destination.