“…Wang, 2008). These partnerships evolve over time whereby continuity is likely determined by both internal and external factors such as budget (Johar, Tan, Maung, & Douglas, 2022), political pressures (Ooi, 2004) and technological change (Buhalis, 2000), to name just a few. In the last two decades or so, such environmental changes included the 2008 financial crisis, the adoption of Internet technology Zach, F. J., .…”