Journal of Business Management and Economic Research 2021, 5 (6): 167‐182 DOI: 10.29226/TR1001.2022.284 Journal Homepage: https://www.jobmer.org Effect of Entrepreneurial Orientation on Perceived Non‐Financial Performance of Star‐Rated Hotels in Uganda Arinaitwe Mercy * Lecturer in Leisure and Hospitality Management Makerere University Business School, Uganda *Corresponding Author: marinaitwe@mubs.ac.ug Muganda Catherine Lecturer in Management Science and Entrepreneurship Moi University, Kenya Rotich Dorothy Senior Lecturer in Hotel and Hospitality Management Moi University, Kenya Abstract The purpose of the study was to examine the effect of entrepreneurial orientation on perceived non‐ financial performance of star‐rated hotels in Uganda. The study was guided by resource‐based view and upper echelons theories. A positivism research philosophy and an explanatory research design with a cross‐sectional approach were adopted, while a multi‐stage sampling technique; stratified, simple random and purposive sampling techniques were used to collect quantitative data using survey questionnaires administered to a sample size of 53 star‐rated hotels involving 265 managers out of a population of 62 star‐ rated hotels. Hypotheses were tested using multiple regression model. Results showed that innovativeness, pro‐activeness, risk‐taking, and autonomy had significant and positive effect on perceived non‐financial performance of start‐rated hotels in Uganda, while competitive‐aggressiveness had insignificant and positive effect on perceived non‐financial performance of start‐rated hotels in Uganda. This study therefore provides hotel managers insight to help them evaluate the dimensions of entrepreneurial orientation in terms of perceptions of their known benefits to make informed decisions to achieve superior performance. Keywords: Innovativeness, Pro‐Activeness, Risk‐Taking, Autonomy, Non‐Financial Performance, Start‐ Rated Hotels Competitive‐Aggressiveness