Service bundling helps tourism organizations develop competitiveness. Cooperation within destinations builds service bundles and positively impacts image. This paper aims to shed light on the role of trust in cooperation among tourism operators in place branding strategy and investigates the impact of perceived benefits achievable through service bundling on hoteliers’ orientation to networking, that is, willingness to cooperate with restaurants, theme parks, spas, and so on. A survey of 164 hoteliers finds that trust in other tourism operators mediates the impact of perceived relational benefits on networking orientation. Operators’ innovativeness mediates the relationship between perceived economic benefits and networking orientation

Marcoz, E., Maggioni, I., Mauri, C., Cantu', C. L., Benefits from Service Bundling in Destination Branding: The Role of Trust in Enhancing Cooperation among Operators in the Hospitality Industry, <<THE INTERNATIONAL JOURNAL OF TOURISM RESEARCH>>, 2014; (N/A): 1-9. [doi:10.1002/jtr.2002] [http://hdl.handle.net/10807/71681]

Benefits from Service Bundling in Destination Branding: The Role of Trust in Enhancing Cooperation among Operators in the Hospitality Industry

Cantu', Chiara Luisa
2014

Abstract

Service bundling helps tourism organizations develop competitiveness. Cooperation within destinations builds service bundles and positively impacts image. This paper aims to shed light on the role of trust in cooperation among tourism operators in place branding strategy and investigates the impact of perceived benefits achievable through service bundling on hoteliers’ orientation to networking, that is, willingness to cooperate with restaurants, theme parks, spas, and so on. A survey of 164 hoteliers finds that trust in other tourism operators mediates the impact of perceived relational benefits on networking orientation. Operators’ innovativeness mediates the relationship between perceived economic benefits and networking orientation
Inglese
Marcoz, E., Maggioni, I., Mauri, C., Cantu', C. L., Benefits from Service Bundling in Destination Branding: The Role of Trust in Enhancing Cooperation among Operators in the Hospitality Industry, <<THE INTERNATIONAL JOURNAL OF TOURISM RESEARCH>>, 2014; (N/A): 1-9. [doi:10.1002/jtr.2002] [http://hdl.handle.net/10807/71681]
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/10807/71681
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