Development and validation of the scale for measuring digital marketing orientation in the hotel industry

Purpose: This paper aims to develop and validate the scale for measuring digital marketing orientation (DMO) in hotel industry. Methodology: The robust exploratory confirmatory factor analysis procedure is applied a data set collected through an online survey of 164 hotels Bosnia Herzegovina, Croatia, Serbia, Montenegro. Results: Digital has been conceptualized, developed measure this construct. consists 15 items three defined dimensions (subscales): Strategic emphasis , intelligence generation Planning resource provisioning . Conclusion: Using scale, managers can conduct DMO audit similar conducting market determine which areas it necessary improve environment. Academics may use investigate its antecedents influence other factors on and/or factors. first study, author’s knowledge, that validated measurement