Tourism Marketing Alliances: Member Satisfaction and Effectiveness Attributes of a Regional Initiative Public-private partnerships and collaborative alliances are increasing between public land management and tourism agencies facing reduced funding and staffing. Despite recent managerial and academic interest in collaborative alliances, little systematic research has examined the internal processes and impacts of these new interorganizational forms. The purpose of this study was to examine one regional alliance in depth-the Coalition For Unified Recreation In The Eastern Sierra (CURES). Through interviews with coalition members, a mailed survey, and systematic examination of secondary sources, several research questions were addressed. Findings from this study suggest that effective collaborative planning efforts require more than strong leaders and administrative support. A number of internal factors including adequate representation of interests, a shared vision, goal accomplishment, good working relationships, and open communication between members will contribute to effective collaboration and member satisfaction. Results from this study have implications for enhancing the effectiveness of emerging collaborative alliances in the tourism field.
Posted on: Wed, 07 Aug 2013 08:41:08 +0000
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