A Conceptual Model of Knowledge Sharing and Market Orientation in the Tourism Sector

機構典藏 > College of Global Entrepreneurial Development > Department of International Tourism Management > Journal Article > Item 987654321/58391

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Title:	A Conceptual Model of Knowledge Sharing and Market Orientation in the Tourism Sector
Authors:	Yeh, Chien-mu;Hu, Han-ning;Tsai, Shu-hsien
Contributors:	淡江大學國際觀光管理學系
Date:	2011-04
Issue Date:	2011-09-30 23:55:30 (UTC+8)
Publisher:	Science Publications
Abstract:	Problem statement: Marketing scholars have emphasized the importance of market orientation. While a number of studies discover the positive influence of market orientation on a variety of organizations phenomena, the understanding of factors that facilitate market orientation is limited. This study develops a conceptual model in which knowledge sharing is proposed to be the antecedent to three perspectives of market orientation-customer orientation, competitor orientation and inter-functional coordination. With a knowledge sharing culture in place, tourism firms can encourage employees to exchange understanding of customers and competitors. It then enhances tourism firms market positions. Conclusion: Future research can test these propositions to enrich our understanding of the interaction between knowledge management and market orientation in the tourism industry.
Relation:	American Journal of Applied Sciences 8(4), pp.343-347
DOI:	10.3844/ajassp.2011.343.347
Appears in Collections:	[Department of International Tourism Management] Journal Article

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