Validation of a market orientation adoption scale in rural tourism enterprises. Relationship between the characteristics of the enterprise and extent of market orientation adoption

Market orientation (MO) is considered as a competitive strategy for the rural tourism sector. A MO adoption scale is proposed and validated for the rural tourism sector. Given the importance of MO, it is important to know the relationship between a firm's characteristics and MO adoption. This study makes a hierarchical segmentation to predict the behaviour of these firms when adopting the MO. Activity and category are the two characteristics that most effectively predict a firm's behaviour. The contribution made by this work is of interest given the new field of application achieved and which have implications for the professional sector.

• Market orientation is considered as a competitive strategy for rural tourism. • A market orientation adoption scale is validated for the rural tourism sector. • A hierarchical segmentation predicts the adopting the market orientation. • Activity and category are the most effectively predicts rural tourism's behaviour.