THE ROLES OF CULTURAL-VALUE SIMILARITY AND SOCIAL SUPPORT IN FOSTERING VOCATIONAL SCHOOL-ENTERPRISE COLLABORATION IN VIETNAM'S SOUTH CENTRAL COAST: A MEDIATED MODERATION ANALYSIS

Abstract

Purpose of this study investigates the determinants of vocational school-enterprise collaboration (VSEC) for tourism workforce development in Vietnam's South Central Coast, a critical issue for emerging economies. While prior research highlights economic factors, the roles of cultural-value similarity (CVS) and social support (SS) remain underexplored. This research tests an integrated model to clarify their influence on collaboration intention and behavior. Methods are anchored in the Theory of Planned Behavior (TPB), the model incorporates trust, competitive advantage, risks, and barriers. Quantitative data were collected via surveys from 209 VET institutions and 366 tourism enterprises, and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Findings of results confirm CVS and SS positively impact VSEC. The study's key contribution is clarifying CVS's dual role: it is a strong direct antecedent for collaboration but, contrary to expectations, not a contextual moderator. Trust, competitive advantage, and support were also significant drivers. By rejecting the moderation hypothesis, this research offers a nuanced understanding of VSEC drivers, providing actionable insights for managers on partner selection and for policymakers on designing effective support interventions.