Pena, A.I.P., Jamilena, D.M.F. and Molina, M.á.R. (2013) Impact of Customer Orientation and ICT Use on the Perceived Performance of Rural Tourism Enterprises. Journal of Travel Tourism Marketing, 30, 272-289.
https://doi.org/10.1080/10548408.2013.774921

has been cited by the following article:

• TITLE: Effect of Firm’s Information Dissemination Culture on Market Orientation: A Study in Tourism Sector

  AUTHORS: Atanu Adhikari

  KEYWORDS: Intra-Organizational Learning, Market Orientation, Company Performance, Structure Equation Modeling

  JOURNAL NAME: Theoretical Economics Letters, Vol.8 No.7, May 28, 2018

  ABSTRACT: Despite being highly relevant, research on different aspects of market orientation and its effects on tourism industry are limited. No literature thus far has examined intra-organizational learning on market orientation. Additionally, emerging economies (e.g., India) could be a key destination of tourism, other than a few exceptions, existing tourism literature has not paid enough attention to such markets. We examine the impact of intra-organizational learning on market orientation in tourism sector. We contribute by introducing and investigating the intra-organizational learning, based on capability-based theories of the firm. Using Structural Equation Modeling, we have investigated responses to a survey of tourists, we test four hypotheses to establish different components of intra-organizational learning on market orientation. We discuss these findings, and directions for future research.