Revamp of Tourism Industry in Nepal Women Entrepreneurial Orientation, Competitive Advantage, and Firm Performance
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Mar 29, 2023
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Abstract
The Covid-19 pandemic unexpectedly disrupted people and placed a global consequence; no industries have arguably been as hard-hit as Nepal's tourism industry. Therefore, the study has examined the influence of EO on revamping women-owned tourism businesses and how the mediating effects of competitive advantage influence the performance of women-owned tourism businesses in Nepal. Data were collected from 172 women-owned tourism businesses via a survey questionnaire. Partial Least Squares Structural Equation Modeling (PLS-SEM) tests the hypothesis via the Smart PLS software to measure the relationship through bootstrapping and algorithms. Data analysis revealed that EO doesn’t have a direct relationship with firm performance, whereas, through the mediation of competitive advantage, EO has a relationship with firm performance. Furthermore, findings show that EO plays a crucial role in revamping women-owned tourism businesses. This study has an important implication for women-owned tourism businesses seeking to revamp their business and, in the same way, gain competitive advantages.
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