Market orientation and Performance of Tour Firms in Kenya

Firms that are market oriented focus on the undiscovered needs of customers and try to meet these needs better than competitors.The positive relationship between market orientation and superior firm performance has been recognized as a key source of competitive advantage. The unique characteristics of the tourism product makes it is consumed in situ, that is the customer moves to the point of consumption thus the tour firms play a key role in the distribution and consumption of the tourism product. Kenya is home to the big five, the Great Rift valley and a coast line with white beaches that have continued to attract local and international tourists.