從過去的研究中可以發現，市場導向與組織績效之間的直接因果關係已經得到證實。然而也有研究發現兩者之間，必須透過環境干擾變數及創新等其他中介因子，才能確立兩者之間的關係。本研究旨在建構以市場導向為前因變項，加入合作導向與行銷創新為中介變項，探討對績效之影響，並選擇大台北地區的溫泉業者為研究樣本，進行研究假說之檢驗。研究發現包含顧客導向和競爭導向等兩個構面內涵的市場導向，是導致溫泉業者具備合作導向之關鍵因素，但市場導向對行銷創新的影響並不一致；同時也發現合作導向與設施創新對其績效有顯著影響，這些研究結果可提供溫泉業者作為提昇營運績效之建議與參考。

Research results on the directed cause-effect relationships between market orientation and organizational performance are supported, while it was found that the relationships between market orientation and organizational performance are not significant as well, even it is necessary to introduce the control variables of environment and mediating variables of innovation for identification of both relationships. The purpose of this study is to adopt the "market orientation" as the antecedent variable; and "cooperation orientation" and "marketing innovation" as the mediating variables, then explore the effects on performance. The Hot Spring industry in Taipei was selected as the study samples and examines the hypothesis. The findings of this study reveal that "market orientation" in which the two factors' intension of customer orientation and competition orientation are included is the key factor of leading to possess the cooperation orientation, but it is inconsistent of the effects of market orientation on marketing innovation. Our findings also reveal that there are significant effects of cooperation orientation and facilities innovation on performance. On the basis of the research results, the ample and concrete managerial suggestions are offered to promote the business performance for Hot Spring industry.