A study of interorganisational collaboration in tourism marketing : a case of analysis of critical preconditions
1996
Jantarat, Jutamas
The formation of collaborative alliances among organisations is becoming widely acknowledged as being a significant strategy in the tourism marketing and management literature. Academic scholars, practitioners, and the public press have reported a number of factors believed to be relevant to decisions regarding collaborative marketing, however, little is known about how and why this phenomenon occurs in a tourism setting. This thesis uses collaboration theory and other related theories to examine critical preconditions of collaboration in tourism destination marketing. This study found that to understand the complexity and dynamic nature of collaborative tourism marketing, integration and synthesis of multiple explanatory theories need to be advanced, particularly economic and sociologically grounded perspectives. Based upon this perspective, a tentative framework for analysis is offered to guide future research inquiry in this field. The study's results, then, suggest a preliminary critical precondition model to collaborative formation. The model illustrates the dynamic nature of this collaborative phenomenon. Environmental forces, past experiences, perceived benefits associated with present collaborative activity, anticipation of future relationships, have all been found to influence the formation of collaboration in tourism marketing. Implications for future research and practice are, finally, set forth.
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