Customer Orientation of Indian Tourism Entrepreneurs: An Empirical Analysis

Abstract

Economic liberalization has limited the scope of employment in India. Thus, identifying alternative sources of employment generation, is the call of the hour. In the field of tourism, entrepreneurial activities can be worked as a panacea if it is possible to minimize failure in ventures. This is again possible if marketing activities can be executed with perfection as marketing is one of the major reasons for failure and strategically it is the most important function. Thus a simple executable construct has been proposed that indirectly checks the customer (market) orientation, and an empirical examination has been done with the help of customers and entrepreneurs (executives). Finally, implication of this work for the Indian tourism industry has been highlighted.