Cooperative Strategies for Improving the Tourism Industry in Remote Geographic Regions: An Addition to Trust and Commitment Theory with One Key Mediating Construct
Department
Marketing and Professional Sales
Document Type
Article
Publication Date
2008
Abstract
The success of cooperative relationships is influenced by interorganizational commitment, which is a long‐run goal of networks. Our research examined cooperative relationships in the tourism industry to better understand what makes them successful. The study is an extension of previous empirical research on commitment. The overall research questions were: “What factors lead to interorganizational commitment in remote tourism destinations?” and “What are the relationships between the factors?” A literature search was conducted to identify factors related to organizational commitment. Search findings suggested a model proposing that interpersonal commitment mediates the effect of trust and reciprocity on interorganizational commitment. Data for the model was collected from a sample of tourism firms in successful cooperative networks. The theoretical model was purified based on convergent, nomological and discriminant validity as well as construct reliability. Our findings demonstrated that the relationship between trust and interorganizational commitment is in fact mediated by interpersonal commitment. We confirmed that reciprocity is directly related to interorganizational commitment, and is not mediated by interpersonal commitment. Thus, tourism firms should develop cooperative strategies in their networks by focusing on enhancing interpersonal commitment through trust, thereby ultimately helping to strengthen interorganizational commitment.