Chapter 12: Harnessing Innovation: Effective Marketing Strategies and Implementation Challenges for Tourism Entrepreneurs

This study explores innovative marketing strategies employed by tourism entrepreneurs and their impact on performance. Using a quantitative research design, data were collected from 480 tourism enterprises through questionnaires and analyzed with factor analysis and structural equation modelling in AMOS. The results reveal that green marketing, digital marketing, and organizational innovation significantly enhance enterprise performance. However, tourism entrepreneurs face challenges in implementing these strategies. The findings provide both academic and practical insights into how these marketing approaches influence the competitiveness of SMEs in the tourism sector, emphasizing their critical role in driving growth and overcoming market challenges.