Abstract
AbstractThis exploratory study examines the importance of firm‐supply chain relationships for tourism development. Based upon prior observations, two firms seeking to boost their tourism offerings and operating in a popular Vietnamese tourist destination were selected. Semi‐structured face‐to‐face and online interviews were conducted and complemented by on‐site visits, and firm information. Various salient dimensions emerged from the data analysis. The ‘performance catalyst’ and ‘detectable value adding’ dimensions underscore the supply chain's benefits, while the ‘discerning relations’ dimension highlights deeper relationships through mutual support, building trust, or demonstrating care. Conceptually, the study proposes a framework with associated theoretical and practical implications.
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