Research Article Open Access

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

Chien Mu Yeh1, Han Ning Hu2 and Shu Hsien Tsai2
  • 1 Department of Tourism and Hospitality Management, Tamkang University, 180, Lin-Wei Road, Chiao-His Shiang, I-lan County, 26247, Taiwan
  • 2 Department of Marine Leisure and Tourism, Taipei College of Maritime Technology, Taiwan


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.

American Journal of Applied Sciences
Volume 8 No. 4, 2011, 343-347


Submitted On: 8 March 2011 Published On: 18 April 2011

How to Cite: Yeh, C. M., Hu, H. N. & Tsai, S. H. (2011). A Conceptual Model of Knowledge Sharing and Market Orientation in the Tourism Sector. American Journal of Applied Sciences, 8(4), 343-347.

  • 6 Citations



  • Knowledge sharing
  • market orientation
  • tourism firms
  • tourism industry
  • marketing scholars
  • organizations phenomena
  • inter-functional coordination
  • tourism sector