Exploring the Moderating Effects of Value Offerings Between Market Orientation and Performance in Tourism Industry

Ching Fu Chen, Odonchimeg Myagmarsuren

Research output: Contribution to journalArticlepeer-review

17 Citations (Scopus)

Abstract

Market orientation as a business strategy has recently been adopted in the travel and tourism industry, as well as other industries, to enhance performance. Value offerings have also emerged as a new research interest within the strategic marketing domain. Based on the theory of strategy-environment fit, this study investigates the relationship between market orientation (i.e. customer and competitor orientations) and performance, and the moderating role of value offerings (i.e. service emphasis and price emphasis), using a sample of 132 Taiwanese travel agencies. The research results obtained from hierarchical regression analyses indicate that only both customer and competitor orientations, but not value offerings, have positive and direct effects on performance. However, the results show that one dimension of value offerings, i.e. service emphasis, has a moderating role in the market orientation-performance relationship. The managerial implications of these results are also discussed.

Original languageEnglish
Pages (from-to)595-610
Number of pages16
JournalInternational Journal of Tourism Research
Volume15
Issue number6
DOIs
Publication statusPublished - 2013 Nov 1

All Science Journal Classification (ASJC) codes

  • Geography, Planning and Development
  • Transportation
  • Tourism, Leisure and Hospitality Management
  • Nature and Landscape Conservation

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