Market dynamism and sustainability in heritage tourism destinations: The enhancing role of bridging capital

Abstract

Purpose

In recent years, interest in analysing the conceptualisation, measurement, determinants and consequences of sustainability orientation (SO) has intensified. The authors respond to a growing demand for research that delves into external and relational factors of SO in the context of hospitality and tourism industry. This paper aims to analyse how market dynamism (MD) influences the SO of firms in heritage tourism destinations (HTDs) and how bridging capital affects this relationship.

Design/methodology/approach

The authors empirically analysed a sample of 238 companies in the UNESCO World Heritage Cities of Peru. The proposed hypotheses have been tested using partial least squares structural equation modelling.

Findings

The results show a curvilinear relationship between MD and SO. Furthermore, bridging capital enhances the effects of MD, reducing the focal width of the U-shaped curve. Specifically, when hospitality and tourism firms (HTFs) in tourist destinations operate in environments with low-medium levels of dynamism, the diverse links generated slow down the development of an SO. However, the more dynamic the environment, the greater is the SO of firms with large amounts of bridging capital.

Practical implications

The findings highlight the importance of conducting an analysis based on a contingent approach that considers the coherence between external elements of the environment and internal factors. Such an approach helps to understand how HTFs in developing countries establish their SO. Managers should be aware of changes in demand and seek coherence between the level of MD and their inter-organisational relationships, and so be able to assess potential opportunities through developing an SO.

Originality/value

This study contributes to a better understanding of the sustainability commitment of HTFs in the sustainability of HTDs. This study connects the population ecology and social capital approaches, explaining this relationship from a disaggregated perspective – social and environmental – in the context of a developing country.

Citation

Parra-Requena, G., Ruiz-Ortega, M.J., Rodrigo-Alarcón, J. and García-Villaverde, P.M. (2023), "Market dynamism and sustainability in heritage tourism destinations: The enhancing role of bridging capital", International Journal of Contemporary Hospitality Management, Vol. 35 No. 9, pp. 3113-3133. https://doi.org/10.1108/IJCHM-01-2022-0115