The nature of market orientation and its impact on business performance and other related outcomes have been extensively researched in a range of service contexts including tourism. Studying the impact top management emphasis on market orientation on business performance has been a popular research topic in recent years. This book reviewing how top management emphasis and organization system relates to market orientation and how market orientation influences on business performance. The purposed model in this book structurally depicts that the level of business performance is as a result of top management emphasis roles. According to previous studies, market orientation is the prerequisite for a successful business operation, but actually there is not enough evidence in supporting this idea for hotel industry in northern region of Malaysia. This indicates that to earn a better profit one should be market oriented as recognized by top management. However, managers need to play a more important role in making market orientation effective towards organization system and business performance.