In this study, we aimed to explore the importance of the roles of stress and organizational citizenship behavior toward market orientation in travel agencies from the perspective of organizational culture, and to provide practical suggestions for travel agencies' human resources. We focused on investigating the relationship among market orientation, competitor orientation, and inter-functional coordination, role stress, conflict, ambiguity, and inter-enterprise organizational citizenship

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... r. Under an enterprise strategy, the employee behavior model uses role stress and organizational citizenship behavior. Partial least squares (PLS) modelling was used to investigate the hypotheses in this research. We found that travel agency employees who focus on market-oriented strategy are able to reduce stress and promote the growth of organizational citizenship behavior within the enterprise. The results showed that reducing role ambiguity has no significant impact on organizational citizenship behavior. Adopting an accurate management strategy will reduce employee role stress and promote organizational citizenship behavior, thereby constructing a positive organizational culture and continuously creating competitive advantages, providing a strategy for the sustainable development of travel agencies.