Enhancing SME Performance Through Entrepreneurial Marketing: Evidence From The Tourism Industry In Pakistan

Abstract

This study explores the impact of Entrepreneurial Marketing Orientation (EMO) on the performance of Small and Medium-sized Enterprises (SMEs) within the tourism sector in Pakistan. Despite extensive research on EM in developed countries, there is a notable gap in understanding its role in emerging markets, particularly in Pakistan. This research aims to fill this void by empirically investigating the relationship between EM, innovative capabilities, and the overall performance of tourism SMEs. Utilizing a structured questionnaire survey administered to 403 owner/managers of tourism SMEs, the study adopts a positivist philosophy with a quantitative methodology.[1] The findings indicate a significant positive relationship between EM and SME performance, mediated by innovative capabilities. EM practices such as buzz marketing, viral marketing, and guerrilla marketing were found to be particularly effective in enhancing marketing, innovative, and entrepreneurial performance. This research contributes to the theoretical framework of EM by integrating insights from marketing and entrepreneurship studies, emphasizing the necessity for SMEs to adopt innovative and adaptive marketing strategies to thrive in a highly competitive and resource-constrained environment. Practical implications suggest that tourism SMEs in Pakistan can substantially benefit from incorporating EM strategies to navigate market complexities and achieve sustainable growth. Future research should extend this investigation across different industries and geographical contexts to validate and expand upon these findings.