This study examines the impact of competitor pressure and customer pressure on adopting cross-channel integration (CI) and its subsequent effect on the performance of tourism enterprises. The study further explored the mediating role of CI in the relationship between these two pressures and firm performance – a gap that has been largely overlooked in previous research. Data from 248 Vietnamese tourism firms were analyzed using SmartPLS 4.0 and structural equation modeling. The results demonstrate that customer and competitor pressures positively influence the adoption of CI, which in turn improves business performance. These findings have significant theoretical and practical implications for understanding and promoting the adoption of CI among tourism businesses.

This paper presents a study on the role of innovation resources, innovation capabilities, and especially the mediating role of responsible innovation in increasing sustainable competitive advantage (SCA) of enterprises in the competitive environment. This study is quantitative research that is applied in 1-5-star hotels in Hanoi, Vietnam. Research results indicate that innovation resources have positive effects on product and process innovation capabilities, responsible innovation, and SCA; Product and process innovation capabilities have positive effects on responsible innovation; Responsible innovation has a positive effect on SCA and plays the mediating role that strengthens the positive effect of innovation resources and innovation capabilities on SCA. These results make a theoretical contribution in providing empirical evidence demonstrating the important role of innovation resources, innovation capabilities, and especially responsible innovation. Therefore, useful information is delivered to managers to create innovation resources, strengthen innovation capabilities, and responsible innovation to increase enterprises’ SCA.

This paper presents a study on green value co-creation behavior in the relationship to tourists’ behavior, including perceived green empowerment, experience value, satisfaction and brand advocacy, specifically considering the role of perceived greenwashing in these relationships based on Service-Dominant Logic. A quantitative study using the structural equation modeling analysis technique was conducted with customers of tourism businesses in Vietnam. The result of the study shows that green value co-creation behavior has a positive effect on perceived green empowerment, experience value, satisfaction and brand advocacy. In addition, the study also shows the positive effect of perceived green empowerment, experience value and satisfaction on brand advocacy. Perceived greenwashing reduces the impact of green value co-creation behavior on perceived green empowerment, experience value and satisfaction. The research results provide empirical evidence confirming the important positive role of green value co-creation and the barrier role of perceived greenwashing in achieving positive outcomes on customer behavior of tourism businesses. At the same time, the study provides useful information for managers in increasing perceived green empowerment, experience value, satisfaction and brand advocacy through customer green value co-creation activities, based on honest and standard green practices.