global alliances in tourism and hospitality management 0789008181

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136 GLOBAL ALLIANCES IN TOURISM AND HOSPITALITY MANAGEMENT minate this area, to identify significant variables for its assessment and to provide a solid background for further research on the topic. In conclusion, the majority of hotels' conflicts with tour operators tend to concentrate on the profit margin they are allowed to gain, the occupancy and coverage of contracts, as well as the financial security of their co-operation. Evidently hoteliers rated these conflicts according to a number of factors, mainly their competitiveness in the distribution channel, as well as their dependence on the tour operators. In most cases respondents from larger and higher category hotels under-rated the aforementioned conflicts, due to their ability to amend their distribution mix in order to take advantage of alternative and more profitable tour operators, should their co-operation fail to yield satisfactory results. In addition, the differences between contract types also played a significant role in ratings. For example properties which are based on commitment contracts, such as "apartments," tend to underrate conflicts referring to occupancy, release periods and contract coverage. The number of tour operators a property co-operates with was often instrumental in the rating of conflicts, as it determined dependency. The more the tour operators in co-operation, the easier it is to re-engineer the distribution channel and therefore the lower the conflict levels were rated. In addition, the stronger the competitive position a hotel gains, the less problems it encounters with tour operators, due to a more equal distribution of power within the channel. In contrast, easily replaceable, small, unsophisticated hotels which lack a wide range of required facilities tend to face a wide range of problems, on both occupancy and profit margin aspects. Should they fail to obey tour operator requirements, small properties can experience extensive coercive and expertness power from tour operators. Therefore, hotels are required to assess their strategic position, identify specific attributes which would enable them to differentiate their product, attract and satisfy niche markets and formulate co-operation schemes at the destination level. Closer collaboration and the utilisation of information technology would enable hoteliers to expand their distribution mix and to enhance their position in the distribution channel. Failing to do so will deteriorate their competitiveness, as globalisation and vertical integration in European tourism effectively means that they will have an even smaller number of larger and more powerful tour operators to deal with in the future. Collaboration and innovative use of information technology will facilitate the increase of the competitiveness of both individual hotels and destinations as a total (Buhalis, 1991, 1993, 1994 and 1995; Buhalis and Cooper 1998; Cooper and Buhalis, 1992). Hence they will be able to augment their power within the tourism distribution channel and gain tools which will allow them to overcome conflicts with tour operators and collaborate on a more equitable basis.
Dimitrios Buhalis 137 BIBLIOGRAPHY Allen, T, 1985, Marketing by a small tour operator in a market dominated by big operators, European Journal of Marketing, Vol.19(5), pp. 83-90. Baywater, M., 1992, The European tour operator industry. Special report No.2141, Economist Intelligence Unit, London. Baywater, M., 1994, Who owns whom in the European travel trade. Travel and Tourism Analyst, No.3, pp. 73-92. Baywater, M., 1997, The European travel agency industry. Research report. Travel and Tourism Intelligence Unit, London. Beaver, A., 1993, Mind your own travel business: A manual of retail travel practice. Beaver Travel Publishers, England. Bitner, M., and Booms, B., 1982, Trends in travel and tourism marketing: The changing structure of distribution channels. Journal of Travel Research, Vol.20(4), Spring, pp. 39-44. Bote, G., Sinclair, T., 1991, Integration in the tourism industry: a case study approach, in Sinclair, T., and Stabler, M., (eds) The tourism industry: An international analysis, CAB International, Oxford, pp. 67-91. Britton, S., 1989, Tourism, dependency and development: A mode of analysis, in Singh, T., Theuns, H., Go, R, (eds). Towards appropriate tourism: The case of developing countries, Peter Land, Frankfurt, pp. 93-116. Buhalis, D., 1991, Strategic marketing and management for the small and medium tourism enterprises in the periphery of the European Periphery: A case study of the Aegean Islands, Greece, MSc dissertation. Department of Management Studies for Tourism and Hotel Industries, University of Surrey. Buhalis, D., 1993, Regional integrated computer information reservation management systems as a strategic tool for the small and medium tourism enterprises. Tourism Management, Vol. 14(5), pp. 366-378. Buhalis, D., 1994, Information and telecommunications technologies as a strategic tool for small and medium tourism enterprises in the contemporary business environment, in Seaton, A., et al. (eds), Tourism-The state of the art, J., Wiley and Sons, England, pp. 254-275. Buhalis, D., 1995, The impact of information telecommunications technologies upon tourism distribution channels: Strategic implications for small and medium sized tourism enterprises' management and marketing," PhD dissertation. Department of Management Studies, University of Surrey. Buhalis, D., and Cooper, C, 1998, Competition or co-operation: Small and Medium sized Tourism Enterprises at the destination, in E. Laws, B. Faulkner, G. Moseardo, (ed.). Embracing and managing change in Tourism, Routledge, London, pp. 324-346. Christopher, M., 1986, The strategy of distribution management, Aldershot Gower, London. Christopher, M., 1991, Distribution and Customer Service, in Baker, M. (ed). The Marketing Book, 2nd ed., London: Butterworth-Heinemann, pp. 378-383. Cooper, C, and Buhalis, D., 1992, Strategic management and marketing of small and medium sized tourism enterprises in the Greek Aegean islands, in Teare, R.,
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INDEXING & ABSTRACTING Contribution
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