Investigating Personality Traits, E-Market Orientation and Firm Performance of Tourism Entrepreneurs in J & K


  • Neda Ul Bashir Doctoral Fellow, Department of Tourism, Hospitality & Leisure Studies, University of Kashmir, Srinagar
  • Dr. Shahnawaz Ahmad Dar Senior Assistant Professor, Department of Tourism, Hospitality & Leisure Studies, University of Kashmir, Srinagar



Tourism, Personality traits, e-marketing Orientation, Firm Performance, Entrepreneurs


This study, based on Jammu and Kashmir Tourism SMEs, examines the big five personality factors that impact business success. Further, E-marketing orientation has been taken as a mediator variable of the study. Data was collected from SME owners (hoteliers) in Jammu and Kashmir. Hotel owners were selected randomly and worked in the hospitality industry. The ultimate assemblage of SMEs to whom the questionnaires were distributed includes 386 people. PLS-SEM was utilised to investigate the associations between the study's variables. The study revealed a direct positive influence of Extraversion and Openness to experience on Firm performance. Further, Agreeableness has shown a negative and significant influence on firm performance. However, Conscientiousness and Neuroticism have shown insignificant results. In the context of e-marketing orientation, extraversion Agreeableness and Conscientiousness have also shown positive and Significant influence on e-marketing Orientation. While as e-marketing orientation has shown negative but significant results on firm performance. Further, e-marketing orientation has negatively mediated the relationship between extraversion and firm performance and Agreeableness and firm performance. Thus shows partial competitive mediation between the variables of interest. Conversely, e-marketing orientation does not show any mediating effects between firm performance and Conscientiousness, Openness to experiences and Neuroticism. The research adds to an enhanced understanding of the essential success factors and issues that entrepreneurs encounter. It can also aid in better understanding the personality qualities and e-market orientation required by entrepreneurs.


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Author Biographies

Neda Ul Bashir, Doctoral Fellow, Department of Tourism, Hospitality & Leisure Studies, University of Kashmir, Srinagar

Neda Ul Bashir is a doctoral fellow at the Department of Tourism, Hospitality and Leisure Studies, University of Kashmir, India and has qualified for UGC-NET in the subject of Tourism and Travel Management. Further, her research interest includes Entrepreneurship, Strategic Management, and Religious Tourism. Besides, she has published research papers in national and International Journals.

Dr. Shahnawaz Ahmad Dar, Senior Assistant Professor, Department of Tourism, Hospitality & Leisure Studies, University of Kashmir, Srinagar

Dr. Shahnawaz Ahmad Dar is a Senior Assistant Professor at the Department of Tourism, Hospitality and Leisure Studies, University of Kashmir, India. He has received his Doctoral Degree (Doctor of Philosophy) from Aligarh Muslim University. He has teaching experience of more than 13 Years in academics. Further, he has published several research papers in international Journals and three books in reputed Journals.


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How to Cite

Bashir, N. U., and S. A. Dar. “Investigating Personality Traits, E-Market Orientation and Firm Performance of Tourism Entrepreneurs in J & K”. International Journal of Management and Development Studies, vol. 12, no. 8, Aug. 2023, pp. 06-18, doi:10.53983/ijmds.v12n08.002.