earticle

영어

Travel agencies are trying to gain competitive advantages through strategic alliances. The more the travel agencies achieve, the higher attention is required to have a long term effective management relationship, that conceptualizes the continuity of the alliance between wholesalers and retailers. Recent research on alliances among travel agencies has taken the perspective of the wholesaler while paying meagre attention to the alliance with a dominant characteristics of travel firms. The purpose of the study is to show the difference in perception regarding the alliance management capability by examining the relative performance implications of strategic alliance with travel wholesalers and retailers in order to give a better understanding of the strategic alliance. The result is that the alliance management capability which has adopted a three-dimensional model: coordination, communication, and bonding had a significant influence on the alliance performance of travel wholesalers. On the other hand, the only communication and bonding with the exception of coordination had a significant influence on the alliance performance of travel retailers.