2022
DOI: 10.3389/fpsyg.2022.917435
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Horizontal Tourism Coopetition Strategy for Marketing Performance – Evidence From Theme Parks

Abstract: Unprecedentedly impacted by COVID-19, tourism enterprises are pushed to adopt new strategic management to cope with the changes in tourists' consumer perception for sustainable development, such as corporate and compete simultaneously with their competitors. Our study aims to investigate the intermediate role of coopetition, including the three dimensions of resource similarity, market commonality, and willingness to cooperate in the marketing and performance relationships. Primary data on 360 observers were c… Show more

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Cited by 6 publications
(2 citation statements)
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“…Competitors pool similar resources and knowledge, which plays a significant role in facilitating venture growth ( 21 , 68 ). Wu and He ( 69 ) argued that tourism companies are compelled to adopt new strategies as horizontal coopetition to foster effective innovation by sharing resources that are otherwise unavailable in the market, enabling individual tourism enterprises to create value and maximise competitiveness. On the other hand, vertical coopetition appears relevant for firm growth.…”
Section: Theoretical Background and Hypothesesmentioning
confidence: 99%
“…Competitors pool similar resources and knowledge, which plays a significant role in facilitating venture growth ( 21 , 68 ). Wu and He ( 69 ) argued that tourism companies are compelled to adopt new strategies as horizontal coopetition to foster effective innovation by sharing resources that are otherwise unavailable in the market, enabling individual tourism enterprises to create value and maximise competitiveness. On the other hand, vertical coopetition appears relevant for firm growth.…”
Section: Theoretical Background and Hypothesesmentioning
confidence: 99%
“…With the rapid development of China's economy, China's e-commerce platforms have sprung up like mushrooms [1]. Compared with foreign countries, China's e-commerce platform is in the early stage of development, and there is no relevant and perfect system and mechanism, nor a more general marketing system [2].…”
Section: Introductionmentioning
confidence: 99%