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https://doi.org/10.4236/tel.[phone]

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.