Abstract

Tzu-Ching Lin

This research examines the performance of travel agencies in Taiwan by using a market orientation framework. The study examines the impact of market orientation and financial performance and identifies the importance of competitive environment in the relationship between market orientation and financial performance. The study controls for factors associated with the external competitive environment, and the research model is analyzed using moderated regression analysis (MRA). The primary data were collected through a questionnaire survey completed by 249 managers of travel agencies in Taiwan. The results revealed that one element of the competitive environment (technological turbulence) influences financial performance.