Abstract
ABSTRACTCo-competition and business strategy determine tourism organizations’ survival and growth. The current study highlights the following recent findings for the travel agency industry: (a) a co-competition strategy may enhance new service development (NSD) through organizational learning and business strategy; (b) entrepreneurial intention provides the impetus for organizational learning and business strategy improvement; and (c) entrepreneurial intention also strengthens the relationship between business strategy and new service development. This study used 345 surveys from different categories of travel agencies as samples to analyze hypothesis models from Taiwan. The results confirm that travel agencies’ competitive advantages are realized either when a firm maintains good relationships with competitors and adopts a learning orientation or when it deploys the appropriate business competitive strategy and entrepreneurial intention to enable it to offer new services to customers relative to competitors.
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