Explaining New Product Performance Through Structural Social Capital: Mediation of Knowledge Assimilation and Marketing Capability in Tourism Destinations

Zirena-Bejarano P.P.; Parra-Requena G.; Rodrigo-Alarcón J. · International Journal of Hospitality and Tourism Administration (2026) · DOI: 10.1080/15256480.2024.2443440

Resumen

Given the contradictory antecedents of the relationship between structural social capital and new product performance, a research gap has emerged that leads us to propose the research objective of determining the indirect effect of knowledge assimilation and architectural marketing capability on the relationship between structural social capital and new product performance. The empirical study was conducted on a sample of 300 tourism firms in Arequipa (Peru). The results reveal that knowledge assimilation and architectural marketing capabilities have indirect effects on the relationship between structural social capital and new product performance. The findings have implications for the interest of academics at the theoretical level and practical implications for firms.

Instituciones: Universidad Nacional de San Agustín de Arequipa