THE EFFECT OF PERSON-JOB FIT, PERSON-ORGANIZATION FIT ANDPERSON-GROUP FIT ON MARKETING ORIENTATION IN VIETNAM TOURISM

Abstract

The objectives of the study were to examine effects of person - organization fit, person-group fit, person-job fit, on internal communication, and market orientation in the Vietnam tourism sector. An internal marketing model was developed from a literature review. This paper embedded the resulting model into a quantitative method. The research used a survey design. Aquestionnaire was used as the research instrument. A sample of 400 individuals was drawn from tourism and hospitality organizations in Vietnam. The data were collected via personal questionnaires. Structural equation modeling was used for data analysis since the proposed model is a simultaneous system of equations having latent constructs and multiple indicators. Quantitative data were analyzed using statistical techniques, including confirmatory factor analysis, and structural equation modeling. The results found that the person-organization fit, person-group fit, person-job fit have positively related to internal communication. Also, there was significant effect of the internal communication on the market orientation.