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This study seeks to fill a gap in market orientation literature about the hotel industry and deals with the construction of a market orientation scale tailored based on a sample obtained from the hotel industry in a multicultural context. The proposed model has three dimensions: intelligence generation, intelligence dissemination and coordinated response to the client, competition and market structure domains. Research results indicate that the scale has good psychometric indicators. Content validity was assessed by questioning a group of marketing experts across Western Europe. Working data indicates that the proposed model holds convergent and discriminant validity as well reliability.

This study aims to contribute to depict Portugal's image as a touristic destination and tries to describe Portugal as it was seen by former travellers. It analyses written documents brought to us by English speaking travellers during the third quarter of the 19th century. Speci?cally, it analyses books written over the timespan 1850-1875. A mixed approach is performed to conduct the analysis, systematic literature review, content analysis and science mapping technics are employed. Findings show references to multiple important aspects related to Portugal's image, such as landscapes, food, accommodation, and infrastructures.