Abstract
This study analyzed the factors influencing the effectiveness of inter-organizational relationship (IOR) through relationship marketing of travel companies with their partners based on data collection with 256 responses who were working for travel companies in Vietnam. The study used a quantitative approach as factor analysis, multiple regressions and path analysis. The results indicated that inter-organizational relationship effectiveness was directly and indirectly affected by coordination, trust, frequency of interaction, commitment, communication, organizational compatibility, and relationship marketing. Surprisingly, formalization did not significantly affect the effectiveness of IOR and relationship marketing. This study is an essential reference for managers to make decisions and to enhance the effectiveness of their collaborative partnerships.
Highlights
Vietnam tourism possesses rich natural, historical and cultural heritage
The main goal of the study was to determine the effect of coordination, trust, organizational compatibility, communication, formalization, commitment, and frequency of interaction on relationship marketing and the effectiveness of inter-organizational relationship (IOR), and find out what factors have direct and indirect effect on the effectiveness of IOR
The findings showed that organizational compatibility (ORGCOM); communication (COMUNIR); frequency of interaction (FREINTER) have a different significant level and direct impact on relationship marketing
Summary
Vietnam tourism possesses rich natural, historical and cultural heritage. Besides, it has over 3,000 km of coastline, pristine beaches, mountainous highlands, and dynamic growing cities. The total tourism receipts in 2019 is about 775 thousand billion VND; in 2018 is about 620 thousand billion VND; in 2017 is about 541 thousand billion VND (vietnamtourism.gov.vn, 2020) To have these successful achievements, thanks to the large efforts from all stakeholders of tourism sectors. 2020 was the hard time caused by breaking out the corona virus disease (Covid-19), which seriously impacted on Vietnam tourism, aviation, and many other industries To escape from this situation, continuous effort should be invested in developing “tourism into a key economic sector”, one of the priorities is increasing the awareness of the cooperation and coordination of the interorganizational relationships among the relevant tourism partners for providing better and safer tourist products and services.
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
