engleski

Relationship factors in tourism supply chain management in Slovenia and Croatia

Purpose – The aim of the article is to examine what are the relationships factors that are influencing tourism supply chains and relationships among partners in tourism supply chains. Our theoretical basis for research is relationship commitment – trust theory (Morgan & Hunt, 1994). “A tourism product is often configured from a variety of service providers (accommodation, transport and attraction providers) that form tourism supply chain. The fragmented nature of tourism products/services implies that individual suppliers often rely on cooperation with one another” (Song 2012, 25). And that is why we think it is worth examining the factors that influence the relationships in tourism supply chains. So, the article combines three different research areas: supply chains, marketing relationship theory and tourism sector. Methodology – Two touristic very well developed and interesting countries were included in research: Slovenia and Croatia. The research was conducted with an online and live questioner and had 26 statements about different relational factors. Findings – The results show several correlations and futher on also influences of different factors on collaborative bahavour between partners in supply chains. The results show that relationship commitment in tourism supply chain, trust in tourism supply chain and communication have a semi strong positive influence on collaboration between partners in tourism supply chain. The results also show that relationship commitment in tourism supply chain, communication in tourism supply chain, shared values in tourism supply chain have a semi strong positive influence on trust between partners in tourism supply chain. The results show that communication in tourism supply chain and shared values have a semi strong positive influence on relationship commitment between partners in tourism supply chain. Contribution – We can sum up that it is important for the tourism sector to be aware of the meaning of trust, communication, shared values and relationship commitment on the collaborative behaviour between stakeholders involved in their partnership network. We can conclude from our research results that successful and long-term oriented supply chain the tourism sector in Croatia and Slovenia cannot exist in the collaborative sense of working together without relationship commitment, trust, shared values and good communication between partners in tourism supply chains.

Tourism supply chain ; collaboration ; trust ; shared values ; communication ; relationship commitment

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