Validation of a market orientation adoption scale in rural tourism enterprises. Relationship between the characteristics of the enterprise and extent of market orientation adoption

@inproceedings{Pea2012ValidationOA,
  title={Validation of a market orientation adoption scale in rural tourism enterprises. Relationship between the characteristics of the enterprise and extent of market orientation adoption},
  author={Ana Isabel Polo Pe{\~n}a and D. M. Frias Jamilena and Miguel {\'A}ngel Rodr{\'i}guez Molina},
  year={2012}
}
Abstract Market orientation (MO) is considered as a competitive strategy for the rural tourism sector. A MO adoption scale is proposed and validated for the rural tourism sector. Given the importance of MO, it is important to know the relationship between a firm's characteristics and MO adoption. This study makes a hierarchical segmentation to predict the behaviour of these firms when adopting the MO. Activity and category are the two characteristics that most effectively predict a firm's… CONTINUE READING
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