Role of inter-organizational systems in driving tourism businesses forward in the post-COVID-19 new normal

Abstract

Purpose

This study aims to explore how inter-organizational systems (IOSs) drive tourism businesses to a new normal based on the resource-based view through the supply chain of tourism and information and computer technology used in IOSs.

Design/methodology/approach

Data were collected from the management of tourism businesses, and stratified sampling was used in the study. The authors selected 1,000 travel agencies as the study sample, mailed the research questionnaire to their managers and received 252 completed questionnaires. The authors analyzed the data using the partial least squares approach.

Findings

IOS is seen as a transformational service mechanism that provides a dynamic support weapon for members of the tourism supply chain. Tourism businesses should look for suppliers providing comprehensive services through IOS, excellent quality tourism products and customized tourism products to enhance the competitiveness of tourism businesses in the new normal.

Originality/value

This study provides an industrial marketing research perspective on tourism businesses facing the challenges of the new normal. For tourism businesses, technological innovation allows for changes in the strategies and procedures for their transformation and improves the business model of tourism businesses in the new normal.

Citation

Ku, E.C.S. (2023), "Role of inter-organizational systems in driving tourism businesses forward in the post-COVID-19 new normal", Journal of Business & Industrial Marketing, Vol. 38 No. 11, pp. 2471-2484. https://doi.org/10.1108/JBIM-06-2022-0255