Despite being highly relevant, research on different aspects of market orientation and its effects on tourism industry are limited. No literature thus far has examined intra-organizational learning on market orientation. Additionally, emerging economies (e.g., India) could be a key destination of tourism, other than a few exceptions, existing tourism literature has not paid enough attention to such markets. We examine the impact of intra-organizational learning on market orientation in tourism sector. We contribute by introducing and investigating the intra-organizational learning, based on capability-based theories of the firm. Using Structural Equation Modeling , we have investigated responses to a survey of tourists, we test four hypotheses to establish different component s of intra-organizational learning on market orientation. We discuss these findings, and directions for future research.
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