The Factors Affecting Inter-Organizational Relationship Success: A Study of Vietnamese Travel Companies and Thai Partners

Abstract

This study examines the overall inter-organizational relationship (IOR) success between two groups of Vietnamese travel companies and Thai partners in order to increase the awareness and understanding of the current cooperation relationships among tour operators, managers of international travel companies, and the management boards of the tourism industry of the two countries.  The quantitative approach was the major method used, with statistical techniques applied, including factor analysis, multiple regression analysis, and path analysis.  The unit of analysis was at the corporate level, with the target population of all Vietnamese international travel companies having relationships with Thai travel partners.  The returned sample (n=114) had a response rate of 51.8 percent.  This study argues that in order to achieve overall IOR success, Vietnamese international travel companies and Thai partners should have a high frequency of interaction and a high level of commitment to their current relationships with partners in Vietnam or Thailand.  In addition, it was also found that when each member sets up a relationship with its partner outside the country, the factors of marketing support, financial benefits, and business success were the main purposes and motivations for joining the IOR.  These factors directly influence the overall success of the IOR.  On the other hand, the factors of trust and communication in the IOR were not seen to directly affect overall IOR success but indirectly have small negative effects on overall IOR success through the intervening variables of the marketing support and business success of the IOR respectively.