Author: WEI JIN

Issue: 2023-2024


In today’s rapidly and constantly shifting business environment, organizational culture has been recognized as a critical element that influences individual work performance and employee retention. However, the impact of organizational culture on these outcomes may be moderated by leadership behavior. This study seeks to explore the moderating role of leadership behavior on the effects of organizational culture on individual work performance and employee retention in small and medium-sized enterprises (SMEs) in Yunnan Province, China.

The research instruments were administered to 499 administrators and employees employed in SMEs around Yunnan Province. The study discovered that organizational culture has a large impact on individual work performance and employee retention, and that this impact is moderated by leadership behavior. The findings suggest that a positive and productive organizational culture, effective leadership, and employee recognition and respect are crucial for SMEs to enhance their organizational performance. The research provides valuable insights for SMEs in China and beyond to improve their employee retention strategies and maintain a low turnover rate.

Keywords: organizational culture, leadership behavior, individual work performance, employee retention, small and medium-sized enterprises

Online structural and convenience (purposive) sampling survey to gather the data. Wenjuanxing is to be adopted to capture 600 targeted samples by sharing the questionnaire link and QR code to WeChat chat groups, WeChat Moments, QQ chat groups and Dingding Talk chat groups. After refining the gathered data, the SEM (structural equation model) method of SPSSAU was employed to validate correlation analysis between variables, regression analysis for hypothesis testing, co-creation experience’s mediating role.

The study finding shows that destination co-creation experience is the important factor that stimulate tourists’ evangelistic behaviors including destination resist intention, destination advocacy and destination defense in the context of Henan’s cultural tourism. Therefore, it is highly important for Henan’s cultural tourism destinations to design and provide available and convenient, technology, resource, process, platform or system for the tourists participate and join the whole tourism process. What’s more, it is revealed that destination attachment play an important role it the formulating mechanism of desalination evangelism. Based on the research finding, Henan’s cultural tourism destinations should motivate tourists’ positive emotions not only by co-creating memorable experience together with the tourists, but also by strengthening people’s sense of belonging, identity, pride and cultural confidence. When people’s cultural confidence and identity are high enough, their dependence and identity towards Henan’s cultural destination are correspondingly high.

Despite the fore-mentioned results, there exist some certain limits in the present study. The present study focuses on the experiential aspect of destination co-creation in Henan’s cultural tourism. The initial perceptions of cultural tourism by the participants could potentially exert an influence. The sample frame represents an additional limitation. The utilization of a non-probability sampling technique that exclusively targets individuals who visited cultural tourist sites in Henan imposes a constraint on the present study. Furthermore, the participants were collected through online means. The generalization of the findings in this study is limited. To obtain a more comprehensive data set that encompasses a wider range of locations, future research endeavors may consider implementing probability sampling techniques with a particular emphasis on individuals who have visited cultural tourism destinations in Henan.

Moreover, it is recommended to reapply the suggested theoretical framework to multiple provinces. Thirdly, although the outcomes of this research are fascinating, the implications are primarily limited to providing specific illustrations of destination evangelism in diverse situational contexts. Subsequent qualitative research endeavors may delve deeper into comprehending the interconnections between destination co-creation experiences, destination attachment, and destination evangelism. The inclusion of comparative analyses between Henan and other Chinese provinces that boast abundant cultural tourism attractions would enhance the study’s worth.

Keywords: Tourism plan, revisit intentions, cultural tourism model