earticle

영어

This study aimed to examine empirically the structural relationship among environmental uncertainty, market orientation, marketing innovation and job satisfaction to show the theoretical and managerial implications to the travel businesses. Two-stage structural equation model were carried out for analyses using SPSS WIN 22.o. this study extended the measurement of market orientation to measure both responsive market orientation and proactive market orientation. According to verification of hypothesis suggested by the research model, there is a positive impact of market orientation on travel agency’ marketing innovation and the employee’s job satisfaction in the environmental uncertainty. the implications of theses findings show the effectiveness of the innovation activities of a travel businesses can be enhanced through the adoption of market orientation.