Does business environment matter to the development of a market orientation?

Riliang Qu, Christine T. Ennew

Research output: Contribution to journalArticlepeer-review


Developing a market orientation is one of the key issues in market-orientation research. In this study, based on a survey of top managers from 143 Chinese hotels and 72 travel services—two tourism sectors with distinctly different business environments—we explore the effects of environmental conditions on the development of market orientation. In particular we examine whether environmental conditions have a direct impact on the level of market orientation or whether they moderate the relationship between market orientation and its antecedents. We find that the effectiveness of top management emphasis varies under different environmental conditions but that the impact of other antecedents is not influenced by environmental conditions.
Original languageEnglish
Pages (from-to)271-283
Number of pages13
JournalJournal of Travel and Tourism Marketing
Issue number4
Publication statusPublished - 12 Oct 2008


  • market orientation
  • business environment
  • hotels
  • travel services
  • China


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