How pioneering orientation influences core partner relationships in tourism destinations: the role of digital technologies

Purpose This study aims to investigate the moderating role of digital technologies in the controversial relationship between pioneering orientation and core partner relationships. Design/methodology/approach The research follows the quantitative route, based on an empirical analysis of 302 companies operating in tourist destinations in Peru. Partial least squares structural equation modeling was used to test the hypotheses. Findings The findings reveal a U-shaped curvilinear relationship between pioneering orientation and core partner relationships. Furthermore, the results demonstrate that digitalization positively moderates this relationship, amplifying its strategic benefits. Practical implications These insights provide valuable implications for decision-makers in tourism-related firms, underscoring the critical role of digital technologies in enhancing and sustaining core business partnerships. Originality/value This research extends knowledge by examining the controversial relationship between pioneering orientation and core partner relationships from the perspective of digital technologies. Unlike previous studies that have focused on direct effects within manufacturing industries, this study brings into discussion a less explored context such as tourism firms in developing economies.