_____________________________________________________________________________________________________ *Corresponding author: E-mail: chavindiparanage19@gmail.com; Asian Journal of Economics, Business and Accounting 20(4): 33-43, 2020; Article no.AJEBA.63369 ISSN: 2456-639X Market Orientation on Tourism Service Performance: The Mediating Role of E-Marketing Chavindi B. Paranage 1* and F. B. Kennedy 1 1 Department of Management, Faculty of Commerce and Management, Eastern University, Sri Lanka. Authors’ contributions This work was carried out in collaboration between both authors. Authors CBP and FBK designed the study. Author CBP performed the statistical analysis and wrote the first draft of the manuscript. Author FBK guided and supervised the whole study. Both authors read and approved the final manuscript. Article Information DOI: 10.9734/AJEBA/2020/v20i430331 Editor(s): (1) Dr. Maria Ciurea, University of Petroșani, Romania. Reviewers: (1) Eliza Bachega Casadei, Brazil. (2) Zvezdan Stojanovic, Slobomir P University, PIM University, European University, Bosnia and Herzegovina. Complete Peer review History: http://www.sdiarticle4.com/review-history/63369 Received 28 September 2020 Accepted 03 December 2020 Published 07 January 2021 ABSTRACT Aims: In modern turbulent marketplace market orientation is considered a business culture that facilitates firms in achieving sustainable competitive advantage by creating superior customer value and it links to the business performance. With the increasing use of technology in the marketing activities of all types of organizations, it is important to know the extent to which electronic marketing mediates the impact of market orientation in turn, related to firm performance. The aim of this study is to find out “The inter-relationship between market orientation and e-marketing in order to investigate alternative mechanisms through which both contribute to tourism services performance of selected tourist hotels in Badulla area”. Study Design: Direct and indirect effects of market orientation on tourism service performance are examined using survey method. Primary data were collected from a sample of 156 tourism firms located in Badulla area. Location of those tourists’ firms are mainly falling into four divisional secretariat areas. From 2019 March to July. Methodology: The collected data has been analyzed by using descriptive statistics, correlation analysis and regression analysis. Results: The findings indicate that market orientation is found to contribute to performance through a dual mechanism in that it contributes both directly and indirectly, through e-marketing, to the relationship. And there is a high level of market orientation, e-marketing, and tourism service Original Research Article