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A study of marketing alliance formation in the hotel industry (China, Taiwan, Singapore).

机译：对酒店业（中国，台湾，新加坡）的营销联盟形成的研究。

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摘要

Marketing alliances are flourishing in the hospitality industry. However, the pace of research has not been kept up with this evolving phenomenon. Past studies on alliances focused mainly on manufacturing or high technology industries and predominately in Western countries. There has been little attempt to explain and understand the specific characteristics of alliances formed in the burgeoning hospitality industry in the Asian region. The first objective of this study is: (1a) to identify the pattern of marketing alliances and (1b) its relationship with the background of hotel companies in the East Asia hotel industry. The findings of this study revealed that there is a growth trend of marketing alliances in Hong Kong, China, Taiwan and Singapore, in which Hong Kong hotel companies are most active and dynamic in alliance formation. It was found that location and management status of hotel companies accounts for the variation in the type of alliances as well as the industry sector and country of origin of alliance participants.; In addition, past literature tended to understate the intricacy of the alliance formation process by examining the driving forces of alliances and neglected the existence of the opposing forces which may lead to failure of alliance formation. In fact, the research results of Rigby & Buchnanam (1994) revealed that ninety percent of the alliances negotiated have failed in producing an agreement. Nevertheless, very few studies investigated the high failure rate in the alliance formation process. The second and third objectives of this study are: (2a) to examine the motives for and barriers to the marketing alliance formation and (2b) to determine the underlying dimensions of these motives and barriers; as well as (3) to examine the impact of motives and barriers of alliance formation on the success rate of alliance formation. To accomplish the objectives, a conceptual framework is developed which suggests that both driving and restraining forces will arise and interact with each other within the alliance formation process. If the impact of driving force outweighs the restraining force, an organization will form the alliance. On the other hand, the organization will fail to form the alliance if the impact of restraining force prevails over the driving force (Lewin, 1976; Benassi, 1993).; In context of this conceptual framework, two hypotheses are formed and postulated that the success rate of alliance formation will be positively and negatively influenced by the underlying dimensions of motives for and barriers to alliance formation respectively. The underlying dimensions of motives for alliance formation found in this study corroborates some of the theoretical perspectives suggested in past literature. These dimensions include ‘competence’; ‘image enhancement’; ‘efficiency’; ‘reciprocity’ and ‘conformity’. On the other hand, four newly emerged dimensions of barriers to alliance formation were ‘incompatibility’; ‘discrepancy’; ‘limitations’ and ‘unavailability of resources’. The success rate of alliance formation is then found to be positively impacted by ‘competence’ and ‘image enhancement’ while negatively influenced by ‘limitations’ and ‘unavailability of resources’.
机译：营销联盟在酒店业蓬勃发展。但是，研究的步伐并未跟上这种不断发展的现象。过去有关联盟的研究主要集中在制造业或高科技行业，主要集中在西方国家。几乎没有人试图解释和了解在亚洲地区新兴的酒店行业中形成的联盟的具体特征。这项研究的第一个目标是：（1a）确定营销联盟的模式，以及（1b）与东亚酒店业中酒店公司背景的关系。这项研究的结果表明，在香港，中国大陆，台湾和新加坡存在营销联盟的增长趋势，其中香港酒店公司在联盟形成方面最为活跃和活跃。研究发现，酒店公司的位置和管理状况是联盟类型，行业领域和联盟参加国的差异的原因。此外，过去的文献倾向于通过检查联盟的驱动力来低估联盟形成过程的复杂性，而忽略了可能导致联盟形成失败的对立力量的存在。实际上，Rigby＆Buchnanam（1994）的研究结果表明，谈判达成的联盟中有90％未能达成协议。然而，很少有研究调查联盟形成过程中的高失败率。这项研究的第二和第三个目标是：（2a）研究形成营销联盟的动机和障碍，以及（2b）确定这些动机和障碍的潜在维度; （3）研究联盟形成的动机和障碍对联盟形成成功率的影响。为了实现这些目标，开发了一个概念框架，该框架建议在同盟形成过程中，驱动力和约束力都将产生并相互影响。如果驱动力的影响大于约束力，则组织将组成联盟。另一方面，如果约束力的影响胜过驱动力，组织将无法组建联盟（Lewin，1976； Benassi，1993）。在此概念框架的背景下，形成并假设了两个假设：联盟形成的成功率将分别受联盟形成动机和障碍形成的潜在因素的正负影响。在这项研究中发现形成联盟动机的基本维度证实了过去文献中提出的一些理论观点。这些方面包括“能力”； “图像增强”； '效率'; “互惠”和“整合”。另一方面，联盟形成障碍的四个新出现的维度是“不兼容”。 '差异'; “限制”和“资源不可用”。然后发现联盟形成的成功率受到“能力”和“图像增强”的积极影响，而受到“局限性”和“资源不可用”的消极影响。

著录项

  • 作者

    Kwan, Hiu Lai Cindy.;

  • 作者单位

    Hong Kong Polytechnic (People's Republic of China).;

  • 授予单位 Hong Kong Polytechnic (People's Republic of China).;
  • 学科 Business Administration Marketing.
  • 学位 Ph.D.
  • 年度 2001
  • 页码 340 p.
  • 总页数 340
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类 贸易经济;
  • 关键词

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