Market Orientation and Libyan Tourism Business＇ Performances： A Comparative Study Between Public and Private Sector

作     者：Sabri G. M. Elkrghli 

作者机构：University of Benghazi Benghazi Libya 

出 版 物：《Economics World》 (经济世界（英文版）)

年 卷 期：2014年第2卷第2期

页      面：124-136页

学科分类：02[经济学] 0202[经济学-应用经济学] 03[法学] 0302[法学-政治学] 020206[经济学-国际贸易学] 030206[法学-国际政治] 020202[经济学-区域经济学] 

主　　题：market orientation tourism businesses' performance public and private sector Libya 

摘      要：This paper aims to achieve these key objectives： （1） to measure the extent to which Libyan tourism businesses embrace the market orientation concept; （2） to evaluate the private and public tourism businesses＇ performance; （3） to identify the link between market orientation and tourism businesses＇ performances; and （4） to test the influence of ownership and organisational positions on market orientation-business performance relationship. A number of 582 questionnaires were distributed to high-level executives and clerks in tourism businesses in Libya. The key finding is that there is a growth in market orientation adoption. The performance of the private businesses is judged to be much better than the public one. There is a positive correlation between market orientation and tourism businesses＇ performance. This link is much stronger in the private sector. The market orientation in tourism sector is a critical element to drive business performance even in the less competitive environment such as Libya. The value of the paper is that it is the first paper to focus on market orientation in tourism sector in Libya. Therefore, the paper enriches the marketing literature with findings from the Arabic and North African region. Practically, the paper demonstrates the importance of market orientation to improve the Libyan tourism sector performance. Hence, international businesses, Libyan Government, tourism sector managers and employees should benefit from the results of the study. The paper concludes with limitations and future researches.