Knowledge management, supply chain marketing implementation and marketing capabilities and tourism industry performance in Indonesia

Abstract--- The current study purpose is to conduct
the relationship between the knowledge management
(KNW), customer orientation (CUO) and tourism
industry performance (TIP) of Indonesia with the
moderating effect of supply chain marketing planning
capabilities (SCMPC) and supply chain marketing
implementations capabilities (SCMIC). For this
purpose, the data was collected from the 400
professional managers by using a convenient
sampling technique which yield a 80 percent response
rate. The Structural Equation Modelling (SEM)
analysis has shown that knowledge management
(KNW) has directly significant and positive
association with the tourism industry performance
(TIP) but customer orientation (CUO) has an
insignificant relationship with the TIP. On the other
hand, the indirect effect of the study has shown that
both moderating indicators namely SCMPC and
SCMIC have a significant moderating effect in the
relationship of both of the exogenous and endogenous
variable. Therefore, this moderating effect
contribution is considered to be an important
contribution of the study which fill the previous
studies gaps. The research limitations and future
directions at the end of the study were also discussed.