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    Cooperative resorts: An analysis of creative integration strategies in community destinations

    Access Status
    Fulltext not available
    Authors
    Volgger, Michael
    Herntrei, M.
    Pechlaner, H.
    Pichler, S.
    Date
    2018
    Type
    Journal Article
    
    Metadata
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    Citation
    Volgger, M. and Herntrei, M. and Pechlaner, H. and Pichler, S. 2018. Cooperative resorts: An analysis of creative integration strategies in community destinations. Journal of Destination Marketing & Management. 11: pp. 200-210.
    Source Title
    Journal of Destination Marketing & Management
    DOI
    10.1016/j.jdmm.2018.04.002
    ISSN
    2212-571X
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/68212
    Collection
    • Curtin Research Publications
    Abstract

    Hotel resorts may be understood as stand-alone, large-scale tourist operations. Hotel resort development provides a sometimes criticised but repeatedly followed path towards efficient and effective tourism operations. However, a strong regimentation of quantitative hotel growth complicated such hotel resort development in the region of South Tyrol, Italy, and has prompted some hotel businesses to build alternative strategic alliances. These alliances can be regarded as ‘cooperative resorts’ and characteristically include the integration of spatially divided and legally autonomous hotels within community destinations. The aim of this paper is to explore the nature of these observed cooperative resorts, to trace historical origins and reasons for their appearance and to investigate their impact on broader community destination networks. Based on a series of qualitative interviews, the paper finds that in contrast to enclave-type hotel resort models, cooperative resorts have a reduced tendency to segregate themselves from the respective destination networks, but rather affect their balance of power and impact on destination leadership.

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