The role of internal factors of partners on creativity, value co-creation and business performance: Evidence from the tourism industry in Vietnam

Purpose – This study examines how partners’ capability, CSR and flexibility affect business creativity, value co-creation and performance of tourism firms in Vietnam. Methodology/Design/Approach – In this study, 454 valid responses were collected and analyzed using PLS-SEM. The participants included owners, CEOs, vice directors, management broad assistants and department leaders from different tourism enterprises in Vietnam. Findings – Among the internal partner selection considerations, the results demonstrated that partners’ flexibility and partners’ capability had a substantial impact on company performance. Aside from the CSR component, all of the internal partner selection factors had a positive correlation with business performance as measured by creativity and value co-creation. Partner selection and business performance provided evidence of creativity and value co-creation’s mediating effect. Originality of the research – From the theoretical implication, this study provides new insights into the literature on tourism and partner relationships regarding partners’ capability, CSR, flexibility, business creativity, value co-creation and performance. From the practical implication, the findings can provide valuable insights for tourism companies looking to enhance their longterm collaboration, determine if it’s strategically beneficial to select, establish or maintain a relationship, as well as strengthen their relationships with their business partners.