Highlights
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We explore how incoming tour operators' perceive and handle service risk upstream and downstream in the tourism value chain
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The biggest service risks are located upstream: uncalibrated service, competence lack, product constraints and cost
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The “go-to” risk management strategy target the downstream end of the value chain: market analysis and communication
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We suggest how tourism organizers can add value to their business partners regardless of their position in the value chain
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We propose a conceptual model for predicting risk-coping behaviors in business-to-business tourism partnerships