The growing importance of agility in any business process is universally accepted and extensively
investigated in diff erent disciplines. However, lacking empirical pieces of evidence for the suggested
theoretical framework of agility hinders its application in the practices. Th us, this study attempts to
address this issue by empirically testing a framework of customer agility’s antecedents and consequences
using the tourism industry context. Th e framework is tested on data collected from 231 Small and
Medium Enterprises (SMEs) in the tourism industry in Vietnam and analyzed using Partial Least
Square Structural Equation Modeling (PLS-SEM). Findings suggest that not all attributes of customer
agility exert positive impacts on the fi rm’s performance and human factors are posited as the most
important antecedents for organizational agility. A number of practical implications are also suggested
from the research fi ndings.