Factors Influencing Small Tourism Business Performance: The Case of Central Kentucky, United States

The purpose of this research was to provide additional insight into small tourism businesses in the United States by empirically examining the relationships among business owner/managers' personal values, marketing strategies, and perceived business performance. Data for the research were collected in the Bluegrass Region of Central Kentucky, United States. Face-to-face interviews with a structured questionnaire were conducted with the owner/managers of small tourism businesses, such as art galleries or studios, restaurants, historic attractions, museums, perform/visual art centers, unique gift/souvenir shops, and small accommodation facilities. Results showed that personal values of small business owner/managers could influence their selection of marketing strategies. Further, a market-oriented strategy was significantly related to perceived performance of small tourism business on product success and intangible assets (i.e., customer satisfaction and business reputation). The research provides theoretical implications for future academic inquiries, practical implications and business implications for potential investors in small tourism businesses in the United States.