Business entities in the hospitality industry operate on a global tourist market that is subject to frequent changes in the trends regarding tourist offer and demand, strong competition and a significant amount of information available to tourists and tourist subjects. Such a dynamics is linked to a new way of thinking a new business philosophy focused on tourists and a new approach to marketing. In such new market conditions, the objective is the creation of long term partnerships between the participants on the hotel services market, which is seen through the relationship marketing. The relationship marketing is elaborated through the theoretical basis of marketing networks and relationship quality. The research objective is focused on the importance and effect of the relationship marketing through the marketing network and the relationship qualitiy on the performance of business entities in the hospitality industry. The objectives of the research are related to the comprehension and elaboration of relationship marketing focusing on hospitality industry and determining the relation of the effect of the quality of relationships, marketing networks and success of a business entity in the hospitality industry and an empirical proof of their intensity. By considering the particularities of the hotel services, a conceptual model that links the relationships marketing with the performance of business entities in the hospitality industry is proposed. The relationships marketing is seen through marketing networks (relationships to suppliers, customers/hotel guests, competition, destination and employees) and through the relationship quality (trust, commitment and satisfaction); while the determinants of the performance of business entities in the hospitality industry are seen through the effectiveness and efficiency. The empirical research confirms that the relationship marketing has a direct and positive effect on the performance of business entities in the hospitality industry, with an emphasis on the need to consider separately the effect of different elements of marketing networks and elements of relationship quality on the dimensions of performance.