A land for all season: the effect of travelers' orientation on awareness, satisfaction, place image, and travelers' loyalty

Learning outcomes At the end of this chapter, readers should be able to: 1. What is traveler orientation? 2. The importance of travelers’ orientation. 3. The role of travelers’ orientation on the awareness, place image, satisfaction, travelers’ loyalty. 4. The moderating role of digital marketing in the travelers’ orientation in the relationship of awareness, place image, satisfaction, and loyalty. 5. What is the moderating role of gender in the relationship of awareness, place image, satisfaction, and travelers’ loyalty

The moderating effect of brand orientation on inter-firm market orientation and performance

While prior research has shown that market and brand orientation are key contributors to successful business performance, research to date has not fully explored how inter firm collaboration for these two key orientations can enhance business performance. The purpose of the paper is to investigate the relationship between inter-firm market and performance; to test for the moderating role of brand orientation in that relationship. A total of 169 completed pairs of surveys were collected of small and medium enterprises operating internationally in a variety of industries in Switzerland. The results show that inter-firm market and brand orientation are two antecedents of marketing and financial performance. The impact of inter-firm market on marketing and financial performance is significant when the brand orientation is favorable. This study extends previous research by examining the moderating role of brand orientation on inter firm market orientation, which is important, especially for firms wanting to increase their brand reputation by entering into partnerships with other firms. Further research is indicated, to identify the key moderators of the driving force of inter-firm market in relation to business performance and the reason why maintaining a strong brand presence is important in the international marketplace

Examining the Effect of Market Orientation on Innovativeness.

For the past decade innovativeness, as opposed to innovation, has received considerable attention in the academic literature as well as the corporate arena because it is considered to promote a competitive advantage. This study examines the link between innovativeness and performance of SMEs in the Swiss watch industry, in terms of customer orientation, competition orientation and inter-functional coordination. It uses performance measures such as market share, percentage of new product sales to total sales and return on investment (ROI), and has developed a new research scale of innovativeness. The results show that customer orientation has a positive effect on performance as well as the level of innovativeness in each company. There are also strategic implications for CEOs and managers as far as the methodological limitations and future research directions are concerned

Leading toward creativity and innovation: A study of hotels and resorts

To stay competitive, hotels and resorts, require focusing on being innovative. Given the important role of innovation in the contemporary hotel industry, this research investigated how employee's creativity and innovation can be motivated. Of all the determinants of employee's innovative behavior, leadership has been highlighted in the literature as one of the most influential organizational factors in encouraging subordinates' creativity and innovation. This study examined the influence of perceived innovation-enhancing leadership behaviors on employee's creativity and innovation in Iranian hotels and resorts. In particular, this research investigated the direct impact of seven categories of innovation-enhancing leadership behaviors on employee's creativity and innovation, drawing on a sample of 107 employees and managers from 3-, 4- and 5- stars hotels and resorts in Iran. The empirical findings indicated that the construct of innovation-enhancing leadership is positively and significantly associated with employee's creativity and innovation, further this study identified particular leadership behaviors that account for employee's creativity and innovation in Iranian hotels sectors. This research also reviews the literature on the topic of effective leadership practices in the Asian hotels industry in order to understand more comprehensively how leadership enhances employee's innovative behavior in the context of hotels industry. On the basis of this finding, industry practitioners would be able to develop strategies that enhance and sustain organizational competitive advantage, and this outcome especially in regard to leadership behaviors offer useful directions for training and development programs