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Publication Detailed Description
Journal Title
Journal of Tourism, Heritage and Services Marketing
Year (definitive publication)
2025
Language
English
Country
Greece
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Abstract
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.
Acknowledgements
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Keywords
Innovation,Intensive positive feelings,Self-efficacy,Proactiveness,Marketing capabilities
Fields of Science and Technology Classification
- Economics and Business - Social Sciences
Funding Records
| Funding Reference | Funding Entity |
|---|---|
| UIDB/00315/2020 | Fundação para a Ciência e a Tecnologia |
Contributions to the Sustainable Development Goals of the United Nations
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