The Role of Inter-Organizational Relationships in Tourism Operators' Participation in Destination Marketing Systems

ABSTRACT Destination marketing systems are a key technology for destination marketing, however many have failed due to a lack of tourism operators' participation. This study uses a multiple case study research design to investigate how inter-organizational relationship theories of dependency, agency and trust apply to a destination marketing system, a non-transactional distribution technology. In particular, destination marketing and branding is found to be a cause of goal conflict, which influences hidden action and hidden characteristic problems, as well as influencing dependency. This is a new understanding of how goal conflict applies in destination marketing relationships. Results inform on key issues for destination marketers in managing their relationships with tourism operators, as well as in developing and implementing policies to manage destination marketing systems.