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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| Format: | Article |
| Language: | English |
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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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| author | Manuel Machado Álvaro Dias Mafalda Patuleia Leandro Pereira |
| author_facet | Manuel Machado Álvaro Dias Mafalda Patuleia Leandro Pereira |
| author_sort | Manuel Machado |
| collection | DOAJ |
| description | 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. |
| format | Article |
| id | doaj-art-06dc32f84a454455be03dc3a6fa420e3 |
| institution | Kabale University |
| issn | 2529-1947 |
| language | English |
| publishDate | 2025-06-01 |
| publisher | International Hellenic University |
| record_format | Article |
| series | Journal of Tourism, Heritage & Services Marketing |
| spelling | doaj-art-06dc32f84a454455be03dc3a6fa420e32025-08-20T03:29:53ZengInternational Hellenic UniversityJournal of Tourism, Heritage & Services Marketing2529-19472025-06-01111213310.5281/zenodo.15651896A model of marketing-driven innovation in lifestyle tourism businessesManuel Machado 0https://orcid.org/0009-0009-9525-775XÁlvaro Dias1https://orcid.org/0000-0003-4074-1586Mafalda Patuleia 2https://orcid.org/0000-0002-8401-1860Leandro Pereira3https://orcid.org/0000-0002-4920-0498ISCTE-IULISCTE-IULLusófona UniversityISCTE-IULPurpose: 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.https://zenodo.org/records/15651896/files/11-1-3.pdf?download=1innovationntensive positive feelingsself-efficacyproactivenessmarketing capabilities |
| spellingShingle | Manuel Machado Álvaro Dias Mafalda Patuleia Leandro Pereira A model of marketing-driven innovation in lifestyle tourism businesses Journal of Tourism, Heritage & Services Marketing innovation ntensive positive feelings self-efficacy proactiveness marketing capabilities |
| title | A model of marketing-driven innovation in lifestyle tourism businesses |
| title_full | A model of marketing-driven innovation in lifestyle tourism businesses |
| title_fullStr | A model of marketing-driven innovation in lifestyle tourism businesses |
| title_full_unstemmed | A model of marketing-driven innovation in lifestyle tourism businesses |
| title_short | A model of marketing-driven innovation in lifestyle tourism businesses |
| title_sort | model of marketing driven innovation in lifestyle tourism businesses |
| topic | innovation ntensive positive feelings self-efficacy proactiveness marketing capabilities |
| url | https://zenodo.org/records/15651896/files/11-1-3.pdf?download=1 |
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