Influence of market orientation and strategy on travel industry performance: an empirical study of e-commerce in Taiwan

The purpose of this research is to investigate the effects of strategy and market orientation on the performance of the travel industry. Using the Taiwanese travel industry's electronic commerce as a primary research target, this paper will use the "contingency-structure-result" framework. Employing factor analysis and the Linear Structural Relations method for verification, the results indicate that the marketing departments still possess influence, and that strategy and market orientation affect performance through "customization" and "marketing influence". (C) 2003 Elsevier Ltd. All rights reserved.