An Exploratory Investigation of Knowledge Sharing and Cooperative Marketing in Tourism Alliances

It has become a common practice for tourism organizations to form alliances in cooperative marketing efforts. The purpose of this exploratory study is to examine some of the specific motivations and constraints for tourism organizations to share knowledge and participate in tourism alliances. These results suggest that tourism professionals that feel positively towards tourism alliances still may feel uncomfortable sharing knowledge because of the possibility of loss of profit or confidentiality. The respondents with more industry experience report participating in strategic alliances more frequently than those respondents with little experience.