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UK tour operator strategies: causes and consequences
Author(s) -
Klemm Mary,
Parkinson Lynn
Publication year - 2001
Publication title -
international journal of tourism research
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.155
H-Index - 58
eISSN - 1522-1970
pISSN - 1099-2340
DOI - 10.1002/jtr.351
Subject(s) - destinations , tourism , marketing , market segmentation , operator (biology) , general partnership , business , quality (philosophy) , work (physics) , tourist destinations , advertising , industrial organization , economics , political science , finance , engineering , mechanical engineering , biochemistry , chemistry , philosophy , repressor , epistemology , transcription factor , law , gene
This paper is an investigation of the competitive strategies of British tour operators and their impact on the image and quality of tourist destinations. The strategies considered are the vertical integration of tour operators with travel retailers and airlines, pricing and contracting systems in the resort, and developments in market segmentation. The authors also consider the rationale, development and impact of tour operator branding, a strategy that has accelerated the trend towards standardised holiday products. The study concludes by outlining policies to counteract the negative effects of tour operator strategies and work towards a more fruitful partnership between mass market tour operators and tourist destinations. Copyright © 2001 John Wiley & Sons, Ltd.