MICE 전문여행사의 시장지향성이 혁신성과 경영성과에 미치는 영향
The Effects of Market Orientation of MICE Travel Agencies on Innovation and Management Performance
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The purpose of this study is to investigate the effects of market orientation on innovation and the effect of innovation on business performance. In order to achieve the purpose of this study, we conducted a questionnaire survey on the employees of travel agencies specialized in MICE tourism in Seoul. A total of 160 questionnaires were used for empirical analysis. As a result of the factor analysis, the market orientation of MICE travel agencies was divided into intelligence generation, intelligence dissemination, and responsiveness to market intelligence. Innovation was classified into single dimension, and management performance was classified into financial performance and non-financial performance. Hypothesis test results show that intelligence dissemination, and responsiveness to market intelligence have a significant effect on innovation, and innovation has been found to have a significant effect on financial performance and non-financial performance. However, intelligence generation has been studied to have no significant effect on innovation. Through this study, it was revealed that the diffusion of information and the responsiveness to information of MICE specialized travel agencies enhances innovation, and that innovation is a factor for enhancing financial management performance and non - financial management performance.
Abstract
The purpose of this study is to investigate the effects of market orientation on innovation and the effect of innovation on business performance. In order to achieve the purpose of this study, we conducted a questionnaire survey on the employees of travel agencies specialized in MICE tourism in Seoul. A total of 160 questionnaires were used for empirical analysis. As a result of the factor analysis, the market orientation of MICE travel agencies was divided into intelligence generation, intelligence dissemination, and responsiveness to market intelligence. Innovation was classified into single dimension, and management performance was classified into financial performance and non-financial performance. Hypothesis test results show that intelligence dissemination, and responsiveness to market intelligence have a significant effect on innovation, and innovation has been found to have a significant effect on financial performance and non-financial performance. However, intelligence generation has been studied to have no significant effect on innovation. Through this study, it was revealed that the diffusion of information and the responsiveness to information of MICE specialized travel agencies enhances innovation, and that innovation is a factor for enhancing financial management performance and non - financial management performance.
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