Competitor Pressure, Customer Pressure and Firm Performance in Vietnamese Tourism Businesses: The Mediating Role of Cross-Channel Integration
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Abstract
This study examines the impact of competitor pressure and customer pressure on adopting cross-channel integration (CI) and its subsequent effect on the performance of tourism enterprises. The study further explored the mediating role of CI in the relationship between these two pressures and firm performance – a gap that has been largely overlooked in previous research. Data from 248 Vietnamese tourism firms were analyzed using SmartPLS 4.0 and structural equation modeling. The results demonstrate that customer and competitor pressures positively influence the adoption of CI, which in turn improves business performance. These findings have significant theoretical and practical implications for understanding and promoting the adoption of CI among tourism businesses.
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References
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