The aim of this study is to analyze the mediating role of sustainability orientation, moderated by social capital, in the relationship between EO and firm performance.
An empirical study was conducted with 238 tourism companies in a developing country, Peru, using partial least squares structural equation modeling. This study focuses on the cultural tourism industry, where there is a special concern for heritage preservation, environmental protection and the social commitment of companies.
Sustainability orientation has a total mediating effect on the relationship between entrepreneurial orientation and business performance. In addition, a divergent moderating effect of bridging capital and bonding capital is evidenced in this relationship.
The paper adopts a novel approach to the role of sustainability orientation and social capital in strategic entrepreneurship, providing new theoretical and empirical perspectives in this field. On the one hand, it delves into the guiding role of sustainability orientation, including environmental and social aspects, in pursuit of a better understanding of the relationship between entrepreneurial orientation and firm performance. On the other, it examines the divergent moderating role of bonding and bridging capital as key relational factors that connect the firm to its environment in different ways. Finally, the study focuses on a scantly analyzed context of special interest, namely, the cultural tourism industry in a developing country.
