The role of collaborative competitiveness marketing tourism towards sustainable competitive advantage in creative industries in the VUCA era

Abstract

This study examines the influence of strategic flexibility, innovation culture, agility, ambidexterity, and open innovation on sustainable competitive advantage, with corporate innovation and collaborative marketing tourism competitiveness as mediating variables. Data was collected directly through structured interviews guided by questionnaires. The research population was 534 registered "craft" creative industry companies including pearls, "Sasak" ikat weaving, and pottery in West Nusa Tenggara Province, Indonesia with the analysis unit being managers or assistant managers. The sampling method used stratified proportional random sampling with a sample size of 240 respondents. Data analysis in this study used descriptive statistics and Covariance-based SEM (Amos software). The findings prove that the eleven hypotheses which stated that there was a direct influence of the variables studied were all confirmed. Strategic flexibility and a culture of innovation play a role in increasing company innovation. Strategic flexibility plays a role in increasing the collaborative competitiveness of marketing tourism. Agility, ambidexterity, and open innovation play a role in increasing sustainable competitive advantage. Corporate innovation and collaborative competitiveness marketing tourism play a role in increasing sustainable competitive advantage. These results are very important to fill the research gap regarding the factors supporting innovation and collaborative competitiveness marketing tourism, and sustainable competitive advantage in Indonesia.