Influence of Tour Operators on Collaborative Marketing in Small Tourism Enterprises

Abstract

This study examines the influence of tour operators on the effectiveness of collaborative marketing strategies in small tourism enterprises (STEs). Adopting a qualitative approach, in depth interviews and focus group discussions were conducted with tour operators and STEs. Findings reveal that collaborative marketing strategies often fall short due to limited engagement with digital platforms, which hinders STEs' ability to reach a broader audience. Moreover, insufficient cooperation between tour operators and STEs impairs the effectiveness of these strategies, resulting in fragmented promotional activities. The study also highlights a critical need for enhanced marketing intelligence and the adoption of innovative digital strategies to boost the visibility of small enterprises and attract a larger tourist base. The study concludes that strengthening partnerships and fostering long-term, sustainable growth within the tourism sector are essential. The implications of this research underscore the crucial role of tour operators in facilitating effective marketing collaborations, which are vital for economic development and job creation. By offering practical solutions to overcome existing challenges, this study provides valuable insights into improving marketing effectiveness in the tourism industry.

Keywords

• collaborative marketing
• tour operators
• small tourism enterprises
• digital marketing
• performance