An Examination of the Role of Entrepreneurial Culture in the Effect of Innovative Marketing Opportunities on Entrepreneurial Performance within the Tourism Sector of Mazandaran Province

Document Type : Original Article

Authors
Farzad Rezazadeh
Yaser Shokri
M.Sc., Department of Business Management, Sari Branch, Islamic Azad University, Sari, Iran.
10.22034/jmek.2024.461055.1137
Abstract
The objective of this research is to investigate the role of entrepreneurial culture in the impact of innovative marketing opportunities on entrepreneurial performance in the tourism industry of Mazandaran province. Given today's turbulent and competitive market, identifying opportunities and leveraging innovation are essential for achieving optimal performance. This research is applied in terms of purpose and descriptive-survey in terms of data collection and research design. The statistical population includes all 410 employees of the General Directorate of Cultural Heritage, Tourism and Handicrafts of Mazandaran province, of which 108 are women and 302 are men. Based on the Cochran formula, a sample of 199 individuals was selected using simple random sampling. The data collection tool was a standard questionnaire designed by Battour et al. (2022). The content validity of the questionnaire was confirmed by the supervisor and other experts, and its reliability was calculated using Cronbach's alpha coefficient (0.891), indicating acceptable reliability. The collected data were analyzed using SPSS and SmartPLS4 software through structural equation modeling. The results of the hypothesis testing revealed that innovative marketing opportunities have a positive and significant impact on entrepreneurial culture and entrepreneurial performance in the tourism industry. Furthermore, the findings indicate that entrepreneurial culture also has a positive and significant effect on entrepreneurial performance in Mazandaran province's tourism industry. Consequently, identifying innovative marketing opportunities and institutionalizing an entrepreneurial culture serve as effective strategies for enhancing entrepreneurial performance and creating value in the provincial tourism sector.
Keywords
Entrepreneurial Culture
Innovative Marketing Opportunities
Entrepreneurial Performance
Tourism Industry
Subjects
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Management, Economics and Entrepreneurship Studies
Volume 5, Issue 2 - Serial Number 2
Summer 2024
Pages 92-104

  • Receive Date 04 February 2024
  • Revise Date 31 March 2024
  • Accept Date 04 May 2024