Barriers and Facilitators of B2B Degree of Digital Use in Travel Services Supply-Chain: An integration of Operational and Behavioral perspective

Abstract

The paper aimed to develop a conceptual model of determinant factors as barriers and facilitators of B2B degree of digital use in the travel services supply chain by applying operational and behavioral theories. Based on the field study, we identified five facilitators and three barriers and added two new inter-organizational barriers lack of supplier support and lack of offering flexibility in the travel services supply chain. The perceived cost was identified as an organizational factor and a facilitator. This study considered buyer firm size as a contingency variable and conceptualized it as a moderator. The study contributed to the understanding of the B2B digital usage domain in intermediary-supplier relationships. The study suggested practical implications for the industry.