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

Author(s): Chien M. Yeh | Han N. Hu | Shu H. Tsai

Journal: American Journal of Applied Sciences
ISSN 1546-9239

Volume: 8;
Issue: 4;
Start page: 343;
Date: 2011;
Original page

Keywords: Knowledge sharing | market orientation | tourism firms | tourism industry | marketing scholars | organizations phenomena | inter-functional coordination | tourism sector

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.
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