Review on existing literatures indicates that there are limited number of studies within Tourism
Supply Chain (TSC) area as much of existing Supply Chain Management (SCM) studies focus
greatly on manufacturing sector and very moderately on services sectors particularly in tourism
sector. The existing TSC studies consist of more conceptual rather than empirical works where
most of these studies mainly concentrated in developed nations, e.g., Europe and America
which implies that there is very less empirical TSC study within South East Asia and Malaysia,
in particular. As such, this study is intended to fill this gap. This study explores the supply chain
practices within Malaysian tourism sector with the focus on TSC integration and its impact on
the overall TSC performance. About 331 questionnaires were electronically mailed to tour operators
and agents where the response rate was about 36%. Findings indicate that majority of surveyed
firms had integrated their TSC practices at lower level and they enjoyed higher growth in nonfinancial
areas instead of financial areas.