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The competitive networks of tourism e-mediaries: New strategies, new advantages

University of Wolverhampton, c.dale{at}wlv.ac.uk

Using strategic network theory, this paper discusses the relationships between tourism e-mediaries within the competitive environment. It argues that strategic networks have been used by tourism e-mediaries as a means for gaining sustainable strategic advantage. Though there is a body of knowledge concerning strategic networks and alliances, there is minimal research investigating the formation of these within e-business, and yet strategic networks are prevalent among tourism e-mediaries. The paper initially reviews strategic network theory and subsequently proposes a framework upon which the strategic networks of tourism e-mediaries can be analysed. Future directions for tourism e-mediaries in gaining a ‘network advantage’ are also discussed.

Key Words: strategic networks • alliances • tourism e-mediaries

Journal of Vacation Marketing, Vol. 9, No. 2, 109-118 (2003)
DOI: 10.1177/135676670300900201


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