PARTNERSHIPS IN INTERNATIONAL TOURISM MARKETING

An exploratory study was conducted into the criteria for the successful cooperative marketing of two countries' tourism industries, and the opportunity for strategic alliances to be formed. Key variables in the decision making process were identified, including country-pair destination elements such as mutual proximity, the similarity of attractions, the existence of multinational ownership and management links, the standards of infrastructure, the convenience of air links, and the nature of the origin target market. The relative importance of these attributes was tested in a surveyof knowledgeable people from within the tourism industry, utilizing conjoint analysis and other techniques. (a) For the covering entry of this conference, see IRRD abstract no 861523.

Language

  • English

Media Info

  • Features: References;
  • Pagination: p. 127-32

Subject/Index Terms

Filing Info

  • Accession Number: 00674977
  • Record Type: Publication
  • Source Agency: ARRB
  • ISBN: 0-642-18240-X
  • Files: ITRD, ATRI
  • Created Date: Mar 28 1995 12:00AM