Special Issue Article
Benefits from Service Bundling in Destination Branding: The Role of Trust in Enhancing Cooperation among Operators in the Hospitality Industry
Version of Record online: 26 FEB 2014
Copyright © 2014 John Wiley & Sons, Ltd.
International Journal of Tourism Research
Special Issue: Place Brand Management: Strategic Marketing of Cities, Regions and Nations
Volume 18, Issue 3, pages 260–268, May/June 2016
How to Cite
2016) Benefits from Service Bundling in Destination Branding: The Role of Trust in Enhancing Cooperation among Operators in the Hospitality Industry. Int. J. Tourism Res., 18: 260–268. doi: 10.1002/jtr.2002., , , and (
- Issue online: 18 APR 2016
- Version of Record online: 26 FEB 2014
- service bundling;
- networking orientation;
- hospitality industry;
- destination branding
Service bundling helps tourism organizations develop competitiveness. Cooperation within destinations builds service bundles and positively impacts image. This paper aims to shed light on the role of trust in cooperation among tourism operators in place branding strategy and investigates the impact of perceived benefits achievable through service bundling on hoteliers' orientation to networking, that is, willingness to cooperate with restaurants, theme parks, spas, and so on. A survey of 164 hoteliers finds that trust in other tourism operators mediates the impact of perceived relational benefits on networking orientation. Operators' innovativeness mediates the relationship between perceived economic benefits and networking orientation. Copyright © 2014 John Wiley & Sons, Ltd.