Comparative analysis of the moderating effect of structural capital on the relationship between innovation capability and pioneering behaviour in tourism firms

Document Type : Research Paper

Authors

Department of Administration, Faculty of Administration, National University of San Agustin of Arequipa, Peru

Abstract

The intense competitiveness of the tourism industry requires firms to develop diverse strategies that allow them to maintain their market positions. This study’s primary aim was thus to comparatively analyse the moderating effect of structural capital in the relationship between innovation and pioneering behaviour in tourism firms in Arequipa and Cusco (Peru), both of which have been declared World Heritage cities. A quantitative approach was employed, for which 159 surveys were administered to managers of tourism companies, and the non-parametric partial least squares technique was used in the data analysis. The results revealed a direct effect of innovation capability on pioneering behaviour in these southern Peruvian cities. Additionally, structural capital had a direct effect on pioneering behaviour that was significant and non-significant in Cusco and Arequipa, respectively. Furthermore, the moderator effect was found to be divergent in both cities. Based on these results, we conclude that firms in cultural tourism destinations should bolster their innovation capability and develop a network of inter-organisational contacts to enhance their pioneering behaviour in the tourism industry.

Keywords

Main Subjects


Aarstad, J., Ness, N., & Haugland, S. A. (2015). Innovation, uncertainty, and inter-firm shortcut ties in a tourism destination context. Tourism Management, 48, 354–361. https://doi.org/10.1016/j.tourman.2014.12.005
Ahmad Husairi, M., Morgan, R. E., & De Luca, L. M. (2021). Market entry timing: The impact of complementary capabilities on strategic outcomes. Journal of Business Research, 132(April), 45–55. https://doi.org/10.1016/j.jbusres.2021.04.004
Beltramino, N. S., García-Perez-de-Lema, D., & Valdez-Juárez, L. E. (2020). The structural capital, the innovation and the performance of the industrial SMES. Journal of Intellectual Capital, 21(6), 913–945. https://doi.org/10.1108/JIC-01-2019-0020
Benitez, J., Henseler, J., Castillo, A., & Schuberth, F. (2020). How to perform and report an impactful analysis using partial least squares: Guidelines for confirmatory and explanatory IS research. Information and Management, 57(2), 103168. https://doi.org/10.1016/j.im.2019.05.003
Cepeda-Carrion, G., Cegarra-Navarro, J. G., & Cillo, V. (2019). Tips to use partial least squares structural equation modelling (PLS-SEM) in knowledge management. Journal of Knowledge Management, 23(1), 67–89. https://doi.org/10.1108/JKM-05-2018-0322
Cohen, W. M., & Levinthal, D. A. (1990). Absorptive Capacity: A New Perspective on Learning and Innovation. Administrative Science Quarterly, 35(1), 128. https://doi.org/10.2307/2393553
Dahan G., & Shoham A. (2020). Pioneering Orientation as Mediator between Absorptive Capacity and New Product Performance: An Abstract. In: Pantoja, F., Wu, S., Krey, N. (eds) Enlightened Marketing in Challenging Times. Springer Cham. https://doi.org/10.1007/978-3-030-42545-6_168
Fan, I.Y.H. and Lee, R.W.B. (2016). Intellectual capital-based innovation planning: empirical studies using wiNK model. Journal of Intellectual Capital, 17 (3) 553-569. https://doi.org/10.1108/JIC-12-2015-0116
Fu, X. and Lehto, X. (2018). Vacation co-creation: the case of Chinese family travelers. International Journal of Contemporary Hospitality Management, 30 (2), 980-1000. https://doi.org/10.1108/IJCHM-09-2016-0533
García-Villaverde, P. M., Elche, D., & Martínez-Pérez, Á. (2020). Understanding pioneering orientation in tourism clusters: Market dynamism and social capital. Tourism Management, 76, 103966. https://doi.org/10.1016/j.tourman.2019.103966
García-Villaverde, P. M., Parra-Requena, G., & Ruiz-Ortega, M. J. (2017). From pioneering orientation to new product performance through competitive tactics in SMEs. BRQ Business Research Quarterly, 20(4), 275–290. https://doi.org/10.1016/j.brq.2017.05.002
García-Villaverde, P. M., Ruiz-Ortega, M. J., & Toledo-Picazo, M. (2019). Backgrounds of the pioneer orientation: The divergent effect of social capital. European Journal of International Management, 13(2), 247–266. https://doi.org/10.1504/EJIM.2019.098150
García-Villaverde, P. M., Ruiz-Ortega, M. J., Hurtado-Palomino, A., De La Gala-Velásquez, B., & Zirena-Bejarano, P. P. (2021). Social capital and innovativeness in firms in cultural tourism destinations: Divergent contingent factors. Journal of Destination Marketing & Management, 19, 100529. https://doi.org/10.1016/j.jdmm.2020.100529
Gómez, J., Pérez-Aradros, B., & Salazar, I. (2022). How to beat early movers: The role of competitive strategy and industry dynamism on followers’ performance in the telecommunications industry. Long Range Planning, 55(5), 102244. https://doi.org/10.1016/j.lrp.2022.102244
Hair, J.F., Hult, G.T.M., Ringle, C.M., Sarstedt, M., (2014). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Sage Publications, Thousand Oaks.
Hair, J. F., Hult, G. T., Ringle, C.M., Sarstedt, M., Castillo, J., Cepeda, G. & Roldán, J.L. (2019). Manual de Partial Least Squares Structural Equation Modeling (PLS-SEM). OmniaScience Scholar.
Hasan, I., (Stan) Hoi, C. K., Wu, Q., & Zhang, H. (2020). Is social capital associated with corporate innovation? Evidence from publicly listed firms in the U.S. Journal of Corporate Finance, 62, 101623. https://doi.org/10.1016/j.jcorpfin.2020.101623
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Hochleitner, F. P., Arbussà, A., & Coenders, G. (2016). Inbound open innovation in SMEs: indicators, non-financial outcomes and entry-timing. Technology Analysis & Strategic Management, 29(2), 204–218. https://doi.org/10.1080/09537325.2016.1211264
Ibarra-Cisneros, M.-A., Demuner-Flores, M.d.R. & Hernández-Perlines, F. (2021). Strategic orientations, firm performance and the moderating effect of absorptive capacity. Journal of Strategy and Management, 14 (4) 582-611. https://doi.org/10.1108/JSMA-05-2020-0121
Khan, Y. K., Kamaruddin, L. M., & Buyung, S. Z. (2017). The effects of structural capital on organisational innovation in Australian SMEs. Advanced Science Letters, 23(9), 8462-8465. https://doi.org/10.1166/asl.2017.9911
Kim, N., & Shim, C. (2018). Social capital, knowledge sharing and innovation of small- and medium-sized enterprises in a tourism cluster. International Journal of Contemporary Hospitality Management, 30(6), 2417–2437. https://doi.org/10.1108/IJCHM-07-2016-0392
Kim, Y. R., Liu, A., & Williams, A. M. (2022). Competitiveness in the visitor economy: A systematic literature review. Tourism Economics, 28(3), 817–842. https://doi.org/10.1177/13548166211034437
Lee, S. K., & Jang, S. (2017). Early mover or late mover advantage for hotels? Journal of Hospitality & Tourism Research, 41(1), 23–40. https://doi.org/10.1177/1096348013503995
Markman, G. D., Gianiodis, P., Tyge Payne, G., Tucci, C., Filatotchev, I., Kotha, R., & Gedajlovic, E. (2019). The Who, Where, What, How and When of Market Entry. In Journal of Management Studies, 56, (7) 1241–1259. https://doi.org/10.1111/joms.12448
Martínez-Pérez, Á., Elche, D., García-Villaverde, P. M., & Parra-Requena, G. (2019). Cultural Tourism Clusters: Social Capital, Relations with Institutions, and Radical Innovation. Journal of Travel Research, 58(5), 793–807. https://doi.org/10.1177/0047287518778147
Martínez-Román, J. A., Tamayo, J. A., Gamero, J., & Romero, J. E. (2015). Innovativeness and business performances in tourism SMEs. Annals of Tourism Research, 54, 118–135. https://doi.org/10.1016/j.annals.2015.07.004
Mueller, B. A., Titus, V. K., Covin, J. G., & Slevin, D. P. (2012). Pioneering Orientation and Firm Growth. Journal of Management, 38(5), 1517–1549. https://doi.org/10.1177/0149206310380249
Mueller, E., Syme, L., & Haeussler, C. (2020). Absorbing partner knowledge in R&D collaborations – the influence of founders on potential and realized absorptive capacity. R&D Management, 50(2), 255–276. https://doi.org/10.1111/radm.12395
Muskat, B., Hörtnagl, T., Peters, M., & Zehrer, A. (2021). Journal of hospitality and tourism management innovation capability and culture: How time-orientation shapes owner-managers’ perceptions. Journal of Hospitality and Tourism Management, 47(March), 217–227. https://doi.org/10.1016/j.jhtm.2021.03.018
Nahapiet, J., & Ghoshal, S. (1998). Social Capital, Intellectual Capital, and the Organizational Advantage. Academy of Management Review, 23(2), 242–266. https://doi.org/10.1007/978-1-4614-5013-9_3
Nguyen, L. T., An, J., Ngo, L. V., & Hau, L. N. (2020). Transforming social capital into performance via entrepreneurial orientation. Australasian Marketing Journal, 28(4), 1–9. https://doi.org/10.1016/j.ausmj.2020.03.001
Payntar, N. D., Hsiao, W. L., Covey, R. A., & Grauman, K. (2021). Learning patterns of tourist movement and photography from geotagged photos at archaeological heritage sites in Cuzco, Peru. Tourism Management, 82, 104165. https://doi.org/10.1016/j.tourman.2020.104165
Pikkemaat, B., Peters, M., & Bichler, B. F. (2019). Innovation research in tourism: Research streams and actions for the future. Journal of Hospitality and Tourism Management, 41, 184–196. https://doi.org/10.1016/j.jhtm.2019.10.007
Richards, G. (2018). Cultural tourism: A review of recent research and trends. Journal of Hospitality and Tourism Management, 36, 12–21. https://doi.org/10.1016/j.jhtm.2018.03.005
Robertson, J.A. (2021). Pioneering success: The benefits of being a first-mover in gaining competitive advantage. Strategic Direction, 37 (11) 26-28. https://doi.org/10.1108/SD-10-2021-0115
Rosa, P., Bento, P., & Teotónio, T. (2022). The internal competitive advantage of adventure tourism operators: An exploratory approach. Journal of Outdoor Recreation and Tourism, 39(February). https://doi.org/10.1016/j.jort.2022.100555
Rodrigo-Alarcón, J., García-Villaverde, P. M., Ruiz-Ortega, M. J., & Parra-Requena, G. (2018). From social capital to entrepreneurial orientation: The mediating role of dynamic capabilities. European Management Journal, 36(2), 195–209. https://doi.org/10.1016/j.emj.2017.02.006
Ruiz-Ortega, M. J., García-Villaverde, P. M., & Parra-Requena, G. (2018). How structural embeddedness leads to pioneering orientation. Technological Forecasting and Social Change, 134, 186–198. https://doi.org/10.1016/j.techfore.2018.06.005
Ruiz-Ortega, M. J., García-Villaverde, P. M., De La Gala-Velásquez, B., Hurtado-Palomino, A., & Arredondo-Salas, Á. Y. (2021). Innovation capability and pioneering orientation in Peru’s cultural heritage tourism destinations: Conflicting environmental effects. Journal of Hospitality and Tourism Management, 48, 441–450. https://doi.org/10.1016/j.jhtm.2021.07.012
Ruiz-Ortega, M. J., Molina-Morales, F. X., Parra-Requena, G., & García-Villaverde, P. M. (2020). Strength of ties and pioneering orientation: The moderating role of scanning capabilities. BRQ Business Research Quarterly. 1-16. https://doi.org/10.1177/2340944420967954
Ruiz-Ortega, M. J., Molina-Morales, F. X., Parra-Requena, G., & García-Villaverde, P. M. (2022). Strength of ties and pioneering orientation: The moderating role of scanning capabilities. BRQ Business Research Quarterly, 25(4), 296–311. https://doi.org/10.1177/2340944420967954
Saunila, M. (2020). Innovation capability in SMEs: A systematic review of the literature. Journal of Innovation and Knowledge, 5(4), 260–265. https://doi.org/10.1016/j.jik.2019.11.002
Sulistyo, H., & Ayuni, S. (2020). Competitive advantages of SMEs: The roles of innovation capability, entrepreneurial orientation, and social capital. Contaduría y administración, 65(1), 1-18. http://dx.doi.org/10.22201/fca.24488410e.2020.1983
Teece, D. J. (2019). A capability theory of the firm: an economics and (Strategic) management perspective. New Zealand Economic Papers, 53(1), 1–43. https://doi.org/10.1080/00779954.2017.1371208
Wang, C. L., & Ahmed, P. K. (2007). Dynamic capabilities: A review and research agenda. International Journal of Management Reviews, 9(1), 31–51. https://doi.org/10.1111/j.1468-2370.2007.00201.x
Zachary, M. A., Gianiodis, P. T., Payne, G. T., & Markman, G. D. (2015). Entry Timing: Enduring Lessons and Future Directions. Journal of Management, 41(5), 1388–1415. https://doi.org/10.1177/0149206314563982
Zahoor, N., & Gerged, A. M. (2021). Relational capital, environmental knowledge integration, and environmental performance of small and medium enterprises in emerging markets. In Business Strategy and the Environment, 30 (8), 3789–3803. https://doi.org/10.1002/bse.2840
Zhang, L., & Zhang, J. (2018). Perception of small tourism enterprises in Lao PDR regarding social sustainability under the influence of social network. Tourism Management, 69, 109-120. https://doi.org/10.1016/j.tourman.2018.05.012