Partnership and Strategic

Alliances in Tourism and

Hospitality
STRATEGIC
ALLIANCES : A
HOSPITALITY
INDUSTRY
PERSPECTIVE
ABSTRACT

This study addresses the evolution of strategic alliances in the hospitality and
travel industry. The impact of strategic alliances on hospitality and travel
industry stakeholders quality of life will be explored. Two real life cases will be
presented and analyzed in order to understand the effect of alliances on quality
of life Tourism and hospitality partnerships are a form of cooperation to
facilitate competitive, and at the same time, mutual interests. They occur in the
local, regional, national and international levels and can be a combination of
private and public sectors establishments. Two important words in partnerships
are responsibility and collaboration. It is through connectivity that successful
partnerships are formed. Tourism strategic alliances are formed when the
different sectors of the tourism and hospitality industry are connected by a
common bond such as market opportunity or threat to market stability such as
war or a terrorism event, and when they recognize the need for joining the
alliance for their mutual benefit. Strategic alliances, just like tourism and
hospitality partnerships, can occur on many levels.
Statement of the problem

The ability to reach audiences, attract awareness, excite interest,

and convert it into action can be a significant challenge. Many
people ask How does partnership and strategic alliances help the
tourism and hospitality, its because Partnerships are what enable
many travel companies to grow. By sharing with others, hotel
companies, airlines, cruise lines, destinations and car rental
companies can direct resources and capabilities to revenue
improvement projects and growth ambitions.
METHODOLOGY

A major challenge arises when one has to choose a methodological approach to

management - or whatever subject - because it is obvious that such a choice deeply
reflects not only the nature and exigencies of the work to be provided but also the
researcher’s view of the social world. Every approach has its own interests and
realm of application, in the organisation, in research and in everyday life. There is a
plethora of texts, which present a wide range of research methodologies from which
to select the most appropriate for a particular research project. For instance, there are
various dimensions for theoretical and methodological choices most of which have
been well captured by Burrell and Morgan (1979) whose abstract classification
schema for understanding broad streams of social 120 science approaches to
empirical research has inspired many scholars (Chua, 1986; Laughlin, 1987; 1995).