This study considers the role of international marketing strategy and its relation to marketing performance in the leisure farm context. Knowledge of this important domain of international marketing strategy and performance remains limited, and a number of important questions concerning what the effective international marketing strategies for attracting foreign visitors are need answers. This study attempts to identify important external environment forces, international marketing strategies, and performance in the leisure farm context. This study empirically uses mail survey data from 212 leisure farms and tests predicted relationships by using multiple regression analysis (MRA) and fuzzy-set qualitative comparative analysis method (FsQCA). Findings from the research sample support the argument that government assistance, international promotion strategy, product strategy, and economic environment are the key antecedents of organizational performance. Building on the research results, the study develops the international marketing plan for the leisure farm. The study also discusses.policy and managerial implications of research findings.
Market globalization is one of the most critical challenges that marketers face nowadays. The study of international marketing strategy performance relationship is not new, but previous literature does not resolve issues that influence whether, and to what extent, performance is different in leisure-farms tourism markets. In the international marketing literature, a firm’s international marketing strategy has a positive effect on its marketing performance (Birnik & Bowman, 2007; Craig & Douglas, 2000; Kustin, 2010; Zou & Cavusgil, 2002).With growing evidence that the use of the international marketing strategy has higher levels of profitability (Ohmae,1989; Zou & Cavusgil, 1996, 2002), scholars should examine whether international marketing strategy is feasible in various contexts. The lack of a common conceptualization of international marketing strategy and performance represents a major gap in the existing literature when different researchers adopt different views of research constructs.
دانلود مقاله انگلیسی مدلسازی استراتژی بازاریابی بین المللی از فرصت های مزرعه
The international marketing strategy modeling of leisure farm
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نوع فایل: pdf
تعداد صفحات: ۶
قیمت: ۱۵۰۰ تومان
منبع : (science direct(Journal of Business Research
وضعیت مقاله:دارای مدل تحقیق (مدل پژوهش)