Document Type



This study explores the dynamics of collaboration between travel agencies and their suppliers in co-creating value with their customers. It examines the relationship among six collaboration elements (co-creation dynamics), service innovation, competitive advantage, technology adoption and environmental change, and the moderating effect of trust on the co-creation elements and service innovation. The effects of technology adoption and environmental changes on the six elements were also examined. Results indicate that all the above effects are significant, and trust enhances the effect of the elements on innovation for Taiwan travel agencies. However, technology adoption and trust differed for the Malaysian travel agencies.