The Effect of Entrepreneurship Behavior and Customer Relations on Four Star Hotel Competitiveness: Meditated by Business Strategies

Among the realm of entrepreneurship study, the entrepreneurial process in tourist sector actors in general is still generally overlooked. The link between tourism and entrepreneurship is a separate subject that is not handled in any way that capitalizes on the natural synergies between the two areas. The purpose of this research is to investigate and analyze the link between entrepreneurial behavior, customer interactions, competitive strategy, and competitiveness. A quantitative method is used in this investigation. There were 138 participants in the study, the researchers employed the complete sampling approach, which involved surveying the entire population. A survey was used to gather data, and a data collection instrument in the form of a questionnaire was used. In order to gain a better understanding of the causal link between factors, the study was supplemented by interviews. Structural Equation Modeling (SEM) is used as an analytical tool in this work. The findings indicate that (1) entrepreneurial behavior has a positive and significant impact on the competitiveness of 4-star hotels; (2) customer relations have a positive and significant impact on the competitiveness of 4-star hotels; (3) competitive strategy has a positive and significant impact on the competitiveness of four-star hotels; and (4) entrepreneurial behavior has a positive and significant impact on the competitiveness of four-star hotels. (7) Competitive tactics for customer interactions have a good and considerable influence on the competitiveness of four-star hotels in Makassar City.