Pioneering orientation and the threat of imitation in tourism and hospitality firms: the role of knowledge strategy

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Abstract
This paper focuses on the moderating role of knowledge strategy between threat of imitation and pioneering orientation (PO) in tourism and hospitality firms (THFs) located in cultural destinations. First, it studies the moderation of knowledge exploitation strategy and knowledge exploration strategy separately. Second, it analyzes the moderating effect of combined knowledge strategy, which includes exploitation and exploration. The sample consists of 215 THFs located in World Heritage Cities (WHCs) in Spain. The results show divergent moderating roles. While knowledge exploitation strategy positively moderates the relationship between the threat of imitation and PO, the moderating effect of knowledge exploration strategy is negative. Moreover, combined knowledge strategy also moderates the relationship between threat of imitation and PO. This study contributes to the empirical literature by analyzing different knowledge strategies and highlighting the need for simultaneous consideration of exploitation and exploration of knowledge in THFs located in tourism destinations.
Funding Information
  • Ministry of Economy and Competitiveness (ECO2016-75781-P)

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