THE RELATIONSHIP BETWEEN COOPERATION, SUPPLY CHAIN PERFORMANCE AND TOUR OPERATOR PERFORMANCE: A CASE STUDY OF TOURISM SUPPLY CHAIN IN VIETNAM

Cooperation among members in the supply chain is essential and is a core element in the supply chain management strategy. This article uses a combination of qualitative and quantitative analysis methods. Structural equation modeling (SEM) demonstrates the relationship between cooperation, tourism supply chain performance, and operator performance in Vietnam. Research collected data from 242 domestic and international tour operators located in major Vietnam cities such as Ho Chi Minh City, Hanoi City, Da Nang City, and Can Tho City. The study has demonstrated that cooperation positively affects tourism supply chain performance and operator performance. Besides, tourism supply chain performance benefits operator performance in the Vietnamese tourism supply chain.