Strategic Alliance Practices in Indian Tour operation Industry: an Exploratory Study

Abstract

A close look at the extant literature on strategic alliances reveals that a strategic alliance is a formal agreement to supply a product(s) and service(s) and to jointly expand knowledge, develop applications and commercialize new products, with the rights of co-ownership, and commercial exploitation of the inventions within the boundaries of the alliance particulars. Moreover, alliance partners’ work together to serve the ultimate consumer by doing together what each partner could not do alone. As a result of recent trends and development in tourism market place strategic alliances are becoming an attractive strategy for future sustain growth and survive. Indian tourism market has been acknowledged as an emerging market and major forex earner. However, Indian tour operators experience difficulties in establishing and developing viable strategic alliances with international tour operators. Recognizing pivotal role of tour operation to Indian economy, the purpose of this to investigate the current nature of strategic alliance practices in tour operation industry; to identify the relationship between strategic alliances practices and demographic characteristics of tour operators and to identify the major barriers those are experienced by tour operation industry in their efforts to implement strategic alliance practices in their businesses.

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