Impact of Market Orientation and ICT on the Performance of Rural Smaller Service Enterprises

Authors


  • Study carried out thanks to financing received from research project “Internet, Comercialización Turística y Desarrollo en Andalucía” by the Junta de Andalucía (Spain).

  • Ana Isabel Polo Peña is lecturer of Marketing and Market Research at the University of Granada.

  • Dolores María Frías Jamilena is senior lecturer of Marketing and Market Research at the University of Granada.

  • Miguel Ángel Rodríguez Molina is senior lecturer of Marketing and Market Research at the University of Granada.

Ana Isabel Polo Peña, Department of Marketing and Market Research, Universidad de Granada, Facultad de Ciencias Económicas y Empresariales, Campus de la Cartuja, s/n, Granada 18071, Spain. E-mail: apolo@ugr.es.

Abstract

Market orientation (MO) is considered as a competitive strategy for the smaller service enterprises based in rural locations. A model is proposed and validated for the rural tourism sector that encompasses the effects of MO and of the use of information and communications technology (ICT) on business activity, taking into account the business's financial results, improvements to the rural location, and the more personal, intangible impact on the local entrepreneur. ICT is found to have a positive impact on MO and outcomes, whereas, similarly, the adoption of MO is found to have a positive effect on outcomes.

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