Entrepreneurial Orientation and Tourism Firm’s Performance in Tanzania: Reflections Into the Future

Abstract The study investigated the relationship between entrepreneurial orientation and tourism firm performance in selected regions in Tanzania mainland and Zanzibar. Structural equation modeling using AMOS was used in data analysis. Findings revealed that employee autonomy is the most important dimension to explain tourism firm performance, followed by innovativeness and proactiveness. Competitive aggressiveness did not produce significant relationship with tourism firm performance. Similarly, Risk taking did not have significant relationship with tourism firm performance. The study calls for tourism firms to promote employee autonomy, and become more innovative and proactive in overcoming the future challenges of tourism. Keywords: Entrepreneurial orientation, Future of Tourism, Firm performanc