Market Orientation Adoption among Rural Tourism Enterprises: The Effect of the Location and Characteristics of the Firm
Version of Record online: 4 SEP 2013
Copyright © 2013 John Wiley & Sons, Ltd.
International Journal of Tourism Research
Volume 17, Issue 1, pages 54–65, January 2015
How to Cite
2015), Market Orientation Adoption among Rural Tourism Enterprises: The Effect of the Location and Characteristics of the Firm, Int. J. Tourism Res., 17, pages 54–65, doi: 10.1002/jtr.1966, , and (
- Issue online: 7 JAN 2015
- Version of Record online: 4 SEP 2013
- Manuscript Accepted: 23 JUL 2013
- Manuscript Revised: 14 JUL 2013
- Manuscript Received: 27 FEB 2013
- market orientation;
- rural tourism;
- spatial econometrics
This paper highlighted the importance of market orientation as a strategy for the success of rural tourism enterprises. The purpose of the work was to identify an explanatory model for the market orientation adopted by rural tourism enterprises. The explanatory factors identified were as follows: category; information and communications technology use; and the entrepreneur's gender. It was also found that the location of the enterprise relative to its competitors may also influence market orientation adoption. A spatial econometric model was used that took into account the characteristics of the rural tourism enterprise and its physical location, in terms of their effect on market orientation adoption. Copyright © 2013 John Wiley & Sons, Ltd.