Francis Kibera, Winnie Njeru
The study objectives was to assess the mediating effect of marketing practices on the relationship between market orientation and performance of tour firms in Kenya. The study population comprised 104 tour firms registered with Kenya Association of Tour Operators. A descriptive cross-sectional survey was used. Primary data were collected using semi-structured questionnaires. Data were analyzed using descriptive statistics, inferential statistics and regression analysis. The results of the study revealed a mediating effect of marketing practices on the market orientation and firm performance relationship. Specifically, the results show that marketing practices partially mediate the market orientation and firm performance relationship as R2 increased from .307 to .634. The regression coefficient reduced from .575 to .572 and was statistically significant at 0.05 level of significance. The study offered further credence into the positive relationship between market orientation, marketing practices and performance through a mediation process in Kenyan tour firms.
Keywords: Marketing practices, market orientation, tour firms, firm performance