The objective of this study was to examine, from a contingency perspective, marketing strategy, structure, and performance in the lodging industry. Specifically, the extent to which a hotel’s business activities are vertically structured was posited to depend upon the fit between its strategy and the degree of dynamism in its task environment. In addition, a hotel's efficiency was believed to be affected by the match among its vertical structure, its strategy, and the volatility in its task environment. The empirical results indicated that a hotel’s vertical structure was indeed significantly related to the interaction between its strategy and its task environment dynamism. The contingency approach, however, produced much less striking results in attempting to account for variation in a hotel’s efficiency.