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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| Summary: | 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.
Methods: To test the conceptual model survey data were used with a sample of 187 entrepreneurs operating in lifestyle tourism in Portugal. The model was examined using a Partial Least Squares Structural Equation modelling (PLS-SEM).
Results: It was found that marketing capabilities’s impact on innovation is direct and indirect, showing that entrepreneurial self-efficacy, positive emotions, and proactivity play a key part in the link between marketing capabilities and innovation.
Implications: By adding self-efficacy, emotions, and proactivity to the effects of marketing on innovation, the study advances the study on lifestyle entrepreneurship in tourism. In particular, the study highlights the key role of self-efficacy, emotions, and proactivity. This research describes important characteristics of lifestyle tourism entrepreneurs, providing important insights regarding psychological and behavioural factors mediating the link between marketing capabilities and innovation. |
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| ISSN: | 2529-1947 |