Facilitating the chain of market orientation to value co-creation: The mediating role of e-marketing adoption

Although the direct link between market orientation (MO) and firm value has been considered, few studies have examined the benefits of MO on co-creation of value. Therefore, a new perspective for determining how MO can facilitate the link between co-creation and customers and sellers is presented. Specifically, this study examines a chain of MO to value co-creation, and describes how to adopt e-marketing systems to facilitate this chain. The results of a survey of 166 international tourist hotels in Taiwan confirmed that the seller's integrated MO is critical to their adoption of e-marketing systems, which consequently facilitates the co-creation of value for sellers and their customers. The findings also show that both legal contracts and trust between partners are crucial governance mechanisms that facilitate the relationship between e-marketing adoption and value co-creation. Adopting e-marketing systems provides practical insights into business opportunities for destination marketers.