Benefits from service bundling in destination branding: the role of trust in enhancing cooperation among operators in the hospitality industry

Elena Maria Marcoz, Chiara Mauri, Isabella Maggioni, Chiara Cantù

Research output: Contribution to journalArticleResearchpeer-review

6 Citations (Scopus)

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.

Original languageEnglish
Pages (from-to)260-268
Number of pages9
JournalInternational Journal of Tourism Research
Volume18
Issue number3
DOIs
Publication statusPublished - 1 May 2016
Externally publishedYes

Keywords

  • Cooperation
  • Destination branding
  • Hospitality industry
  • Networking orientation
  • Service bundling
  • Trust

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