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The purpose of this study is to explore what market knowledge of the travel industry involves. Although there has been consensus that market knowledge is drawn from the market orientation theory, little insight into the nature and issue of market knowledge from the knowledge-based view is identified. Thus, our aim is to fill this gap in the market knowledge of tourism literature.
To this end, this study adopts the discovery-oriented approach of qualitative study to delineate the domain of the market knowledge construct in the travel industry setting.
The study interviewed two companies and summarized four categories of 4C market knowledge: Knowledge of external customer (customer) including customer profile, traveler’s psychology and behavior, and customer relationships management; internal customer (employee) including employee equity, workforce management, and performance control; competitor, including competitive status and competitive response; and partner client (supplier and distributor), including partners’ characteristics and supply chain management.
This study provides operational definitions and a legible framework of market knowledge for directing future research.
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