This paper delves into the relational antecedents of proactiveness in the context of tourism destinations. Specifically, we analyse how cognitive proximity affects the relationship between closure of interorganizational relationships and proactiveness in hospitality and tourism firms in tourism destinations. The empirical analysis was carried out on a sample of 238 firms located in Peru's World Heritage Cities. The data were analysed using structural equation models (SEM), drawing on the partial least squares (PLS) technique. The results show that only by orienting their strong and dense networks of relationships towards sharing values and objectives with their contacts, will hospitality and tourism firms be able to develop proactiveness. Managers should generate and reinforce close networks of contacts with suppliers, clients, competitors and institutions, sharing information and experience with their members in order to promote a common vision and goals aimed at identifying and taking advantage of new market opportunities.
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