Exploring the direct and indirect effects of marketing capabilities on innovation: An analysis of tourism lifestyle entrepreneurs in Portugal

• Autor(a) principal: Machado, Manuel Maria Casquilho de Freitas Lomelino
• Data de Publicação: 2023
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/30359
• topic: Empreendedorismo -- Entrepreneurship; Indústria do turismo -- Tourism; Inovação -- Innovation; Auto-eficácia -- Self-efficacy; Proactiveness; Market capabilities; Intense positive feelings; Lifestyle entrepreneur; Proatividade; Capacidades de mercado; Sentimentos positivos intensos; Empreendedores de estilo de vida

Lifestyle has been recognized as a significant factor for tourism entrepreneurship and growth in the sector. This research provides insight into Portuguese lifestyle entrepreneurs in the tourism sector. Research on tourism has focused on conceptualizing entrepreneurship informed by economic analysis. This research focuses on studying lifestyle entrepreneurs in the tourism industry in Portugal, prioritizing to understand what the direct and indirect effects of market capabilities on entrepreneurs’ innovation are. For this research, a questionnaire will be administered to Portuguese entrepreneurs. This questionnaire seeks to collect data on these individuals, in order to assess their self-efficacy, proactivity, emotions and innovation capabilities. In addition, this study uses structural equation modeling to analyze the influence that marketing capabilities have on the innovative behavior of entrepreneurs, through the mediating effects (entrepreneurial self-efficacy, intense positive feelings, and proactivity). The results revealed that marketing capabilities had a significant positive influence on entrepreneurial innovation, over the indirect effect of entrepreneurial self-efficacy, intense positive feelings, and proactivity.