Investigating Personality Traits, E-Market Orientation and Firm Performance of Tourism Entrepreneurs in J & K

Abstract

This study, based on Jammu and Kashmir Tourism SMEs, examines the big five personality factors that impact business success. Further, E-marketing orientation has been taken as a mediator variable of the study. Data was collected from SME owners (hoteliers) in Jammu and Kashmir. Hotel owners were selected randomly and worked in the hospitality industry. The ultimate assemblage of SMEs to whom the questionnaires were distributed includes 386 people. PLS-SEM was utilised to investigate the associations between the study's variables. The study revealed a direct positive influence of Extraversion and Openness to experience on Firm performance. Further, Agreeableness has shown a negative and significant influence on firm performance. However, Conscientiousness and Neuroticism have shown insignificant results. In the context of e-marketing orientation, extraversion Agreeableness and Conscientiousness have also shown positive and Significant influence on e-marketing Orientation. While as e-marketing orientation has shown negative but significant results on firm performance. Further, e-marketing orientation has negatively mediated the relationship between extraversion and firm performance and Agreeableness and firm performance. Thus shows partial competitive mediation between the variables of interest. Conversely, e-marketing orientation does not show any mediating effects between firm performance and Conscientiousness, Openness to experiences and Neuroticism. The research adds to an enhanced understanding of the essential success factors and issues that entrepreneurs encounter. It can also aid in better understanding the personality qualities and e-market orientation required by entrepreneurs.