A model of marketing-driven innovation in lifestyle tourism businesses
Purpose: The research investigates the direct and indirect effects of marketing capabilities on innovation in lifestyle tourism businesses. It also explores the mediating effects of entrepreneurial self-efficacy, intense positive emotions, and proactivity affect lifestyle entrepreneurship. Method...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
International Hellenic University
2025-06-01
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| Series: | Journal of Tourism, Heritage & Services Marketing |
| Subjects: | |
| Online Access: | https://zenodo.org/records/15651896/files/11-1-3.pdf?download=1 |
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