Reconstruction of Spiritual Marketing, Culture of Innovation, Quality of Work Life, and Retainers for Tourism Industry SMEs in East Java

Adya Hermawati (), Choirul Anam, Suwarta Suwarta and Endah Puspitosarie
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Adya Hermawati: Postgraduate Program, Universitas Widyagama, Malang 65142, Indonesia
Choirul Anam: Management Departement, Faculty of Economic and Business, Universitas Widyagama, Malang 65142, Indonesia
Suwarta Suwarta: Agribusiness Departement, Faculty of Agriculture, Universitas Widyagama, Malang 65142, Indonesia
Endah Puspitosarie: Accounting Departement, Faculty of Economic and Business, Universitas Widyagama Malang, Malang 65142, Indonesia

Administrative Sciences, 2022, vol. 12, issue 4, 1-17

Abstract: The purpose of this study is to reconstruct and develop a more comprehensive competitive advantage concept model by combining the variables of spiritual marketing, innovation culture, quality of work life, and rewards for the tourism industry’s Small and Medium-Sized Enterprises (SMEs) in East Java. This research uses a positive (quantitative) approach. A quantitative approach involves a survey method applied to a sample taken from the population. Data analysis was performed using the statistic method known as IPA (importance performance analysis). The analysis unit encompasses the employees of tourism industry SMEs in East Java Province. Among all the variables in this study, the biggest analysis gap is innovative culture. Tourism industry SMEs in East Java Province should prioritize innovative culture to help improve the performance of SMEs. The smallest analysis gap in this study is spiritual marketing. Tourism industry SMEs must at least maintain their performance. The scientific contribution of this study is its research object, which is tourism industry SMEs in East Java Province. Another scientific contribution is that this study attempts to reconstruct or develop a more comprehensive model of competitive advantage by including spiritual marketing and quality of work life as explanatory variables.

Keywords: spiritual marketing; innovative culture; quality of work life; retainers (search for similar items in EconPapers)
JEL-codes: L M M0 M1 M10 M11 M12 M14 M15 M16 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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