Determinants of intra‐firm trust in buyer‐seller relationships in the international travel trade

Creating and sustaining trust in buyer‐seller relationships constitutes a critical strategic skill in the international travel trade. After conceptualizing the importance of trust between wholesale buyers and suppliers in a tourism context, this paper proposes a model composed of the factors that influence both the level and type of trust. Trust is an essential part of successful buyer‐supplier relationships and this model identifies and explains a number of factors known to influence supplier trust in the business‐to‐business relationship.