A model of marketing-driven innovation in lifestyle tourism businesses

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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Bibliographic Details
Main Authors:	Manuel Machado, Álvaro Dias, Mafalda Patuleia, Leandro Pereira
Format:	Article
Language:	English
Published:	International Hellenic University 2025-06-01
Series:	Journal of Tourism, Heritage & Services Marketing
Subjects:	innovation ntensive positive feelings self-efficacy proactiveness marketing capabilities
Online Access:	https://zenodo.org/records/15651896/files/11-1-3.pdf?download=1
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