Co-marketing Tourism Internationally: Bases for Strategic Alliances
- 1 July 1995
- journal article
- research article
- Published by SAGE Publications in Journal of Travel Research
- Vol. 34 (1) , 25-32
- https://doi.org/10.1177/004728759503400103
Abstract
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 and the nature of the origin target market. An examination of convergent validity across research techniques suggests that some key attributes may be situation specific.Keywords
This publication has 16 references indexed in Scilit:
- Service Quality and Customer Loyalty in the Commercial Airline IndustryJournal of Travel Research, 1993
- Organizing Successful Co-Marketing AlliancesJournal of Marketing, 1993
- Comparative Tourism Development in Asia and the PacificJournal of Travel Research, 1992
- The Roles of Perceived Inhibitors and Facilitators in Pleasure Travel Destination DecisionsJournal of Travel Research, 1992
- Conjoint Analysis in Marketing: New Developments with Implications for Research and PracticeJournal of Marketing, 1990
- Multiple Multinational Tourism Positioning Using Correspondence AnalysisJournal of Travel Research, 1989
- Establishing a Measure of Airline Preference for Business and Nonbusiness TravelersJournal of Travel Research, 1984
- A new set of spatial-interaction models: the theory of competing destinationsEnvironment and Planning A: Economy and Space, 1983
- Why Destination Areas Rise and Fall in PopularityCornell Hospitality Quarterly, 1974
- A Model of tourism flow into the PacificThe Tourist Review, 1973