Ethical beliefs, work problem-solving strategies and learning styles as mediators of tourism marketing entrepreneurialism

This study investigates levels of entrepreneurial motivation associated with a tourism industry marketing business together with three types of mediating variables, namely fundamental ethical beliefs, preferred problem-solving strategies and favoured learning styles. A number of interesting and potentially useful results are revealed in this study: individuals who would eschew tourism management entrepreneurialism are found less likely to be innovative and less likely to rely upon preparation as a learning style, but rather seek to rely solely upon rote learning; in contrast, those who expressed cautious interest in such a business future are found more likely to be innovative and to value practicality as a learning style. Those prepared more confidently to pursue this type of entrepreneurial future are characterised by their assent to the ethical precept of genuineness; ethical precepts associated with hard work, helpfulness and genuineness are individually found to be related to the expression of a cautious interest in tourism marketing entrepreneurialism in the future life of the respondent. Significant associations between gender and tourism marketing entrepreneurialism are also highlighted. Implications of these results and also directions for future research are discussed