This paper presents an empirical investigation to find important factors influencing multi-dimensional organizational culture. The proposed study designs a questionnaire in Likert scale consists of 21 questions, distributes it among 300 people who worked for different business units and collects 283 filled ones. Cronbach alpha is calculated as 0.799. In addition, Kaiser-Meyer-Olkin Measure of Sampling Adequacy and Approx. Chi-Square are 0.821 and 1395.74, respectively. The study has implemented principal component analysis and the results have indicated that there were four factors influencing organizational culture including, diversity in culture, connection based culture, integrated culture and structure of culture. In terms of diversity in culture, sensitivity to quality data and cultural flexibility are the most influential sub-factors while connection based marketing and relational satisfaction are two important sub-factors associated with diversity in culture. The study discusses other issues.

During the past two decades, tourism industry has become popular among many researchers in developing countries. Tourism is able to attract substantial amount of investment to some areas where many investors are normally unwilling to invest in. This paper, presents important factors influencing market orientation in tourism industry based on the implementation of factor analysis. The proposed study designs a questionnaire and distributes it among 267 experts who are involved in tourism industry. Cronbach alpha has been calculated as 0.873, which validates the overall questionnaire. The results of factor analysis have indicated that six factors of market oriented, limiting rules and regulations, strategic competition, marketing planning culture, financial figures and top management.