Validation of a market orientation adoption scale in rural tourism enterprises. Relationship between the characteristics of the enterprise and extent of market orientation adoption

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• 作者：Ana Isabel Polo Peñ ; a ; ^a ; ^{apolo@ugr.es"" rel=""nofollow} ; Dolores Mar&#xed ; a Fr&#xed ; as Jamilena^a ; Miguel Á ; ngel Rodr&#xed ; guez Molina^a
• 关键词：Rural tourism ; Market orientation ; Scale ; Validation ; Hierarchical segmentation
• 刊名：International Journal of Hospitality Management
• 出版年：2012
• 出版时间：March 2012
• 年：2012
• 卷：31
• 期：1
• 页码：139-151
• 全文大小：359 K

文摘

Market orientation (MO) is considered as a competitive strategy for the rural tourism sector. A MO adoption scale is proposed and validated for the rural tourism sector. Given the importance of MO, it is important to know the relationship between a firm's characteristics and MO adoption. This study makes a hierarchical segmentation to predict the behaviour of these firms when adopting the MO. Activity and category are the two characteristics that most effectively predict a firm's behaviour. The contribution made by this work is of interest given the new field of application achieved and which have implications for the professional sector.