Impact of Entrepreneurial Orientation and Customer Orientation on Tour & Travel Firms’ Performance in Abuja.

Abstract

The advent of globalization, rapid adoption of new technologies such as the internet and dynamic customers taste have immediate and far-reaching impacts on tourism activities and service providers in Abuja. Hence, this study investigated the impact of Entrepreneurial Orientation (EO) and customer orientation on tour and travel firms’ performance in Abuja. Three hypotheses were developed and tested at P<.05 level of significance. Previous related studies were reviewed to position the work in existing literature conceptually, theoretically and empirically. A quantitative approach was employed for the study with survey method. The target population was 155 firms registered with Nigeria Association of Tour Operators (NATOP). The unit of analysis was at the firm level. Random sampling technique was adopted with questionnaires served on 112 sampled respondents. A firm-level five points likert-scale questionnaire which was administered through web survey and complemented with drop and pick method was used. PLS-SEM 3 software was employed to test the hypothesized relationships. The study found that the three relationships were statistically significant. The mediating effects of customer orientation was found to have significant effect on the model. It was concluded that EO has a significant positive impact on tour and travel firms in Abuja. Thus, the study recommended that tour operators should emphasis on innovativeness which seems to lead to higher firm performance rather than adopting the five dimensions of the entrepreneurial orientation.