American Journal of Applied Sciences

A Conceptual Model of Knowledge Sharing and Market Orientation in the Tourism Sector

Chien Mu Yeh, Han Ning Hu and Shu Hsien Tsai

DOI : 10.3844/ajassp.2011.343.347

American Journal of Applied Sciences

Volume 8, Issue 4

Pages 343-347


Problem statement: Marketing scholars have emphasized the importance of market orientation. While a number of studies discover the positive influence of market orientation on a variety of organizations phenomena, the understanding of factors that facilitate market orientation is limited. This study develops a conceptual model in which knowledge sharing is proposed to be the antecedent to three perspectives of market orientation-customer orientation, competitor orientation and inter-functional coordination. With a knowledge sharing culture in place, tourism firms can encourage employees to exchange understanding of customers and competitors. It then enhances tourism firms’ market positions. Conclusion: Future research can test these propositions to enrich our understanding of the interaction between knowledge management and market orientation in the tourism industry.


© 2011 Chien Mu Yeh, Han Ning Hu and Shu Hsien Tsai. This is an open access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.