The Impact of Entrepreneurial Orientation, Market Orientation and Dynamic Capabilities on Firms’ Performance in Wine Tourism

This research examines the impact of Entrepreneurial Orientation and Market Orientation on Dynamic Capabilities and investigates how these capabilities influence Firm Performance in the wine tourism industry. Drawing on the Dynamic Capabilities View, the research addresses a gap in the literature by clarifying the relationships between strategic orientations (Entrepreneurial and Market) and performance outcomes in a rapidly evolving tourism context. Data were collected through a structured questionnaire administered to 171 entrepreneurs operating visitable wineries, using a five-point Likert scale. Structural Equation Modeling was employed to test the proposed relationships. The results indicate that both Entrepreneurial Orientation and Market Orientation significantly contribute to the development of Dynamic Capabilities, which in turn positively affect Firm Performance. The findings confirm the mediating role of Dynamic Capabilities in the relationship between strategic orientations and performance, offering new theoretical insights into how entrepreneurial and market-oriented behaviors translate into improved organizational outcomes. From a practical perspective, the research provides implications for wine tourism firms seeking to enhance innovation, adaptability, and market responsiveness, thereby strengthening long-term competitiveness in an increasingly dynamic and competitive environment.