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Trust and loyalty relations among small tourism enterprises in the seaside villages
Jönköping University, Jönköping International Business School, JIBS, Centre for Innovation Systems, Entrepreneurship and Growth . Jönköping University, Jönköping International Business School, JIBS, EMM (Entrepreneurship, Marketing, Management). (Rureg)
Anadolu University . (Experience Stratos)
2009 (English)In: Proceedings of the International Conference on Tourism Development and Management, Kos Island, Greece, 11-14 September 2009., 2009Conference paper, Published paper (Refereed)
Abstract [en]

This paper studies trust and loyalty relationships among small tourism enterprises (STEs) in the seaside villages in Turkey. A theoretical model of trust and loyalty among small tourism enterprises was developed and tested. Our sample consists of four villages which are dominated by STEs. The STEs in villages operate under difficult conditions because of the inadequate tourism infra-structure and extra-structure in the region.  The selected villages are localized in same bay in Bozburun Peninsula. Our field study was conducted during August 2008 and February 2009 by using a questioner. Our findings indicate that friendship and loyalty are related variables. In addition we found that trust has a significant effect on loyalty and that loyalty further breed cooperation. As for mediation we found following: Loyalty is an important factor for improving cooperation among STEs in the villages. Therefore, eventually collaborative processes based on trust and loyalty must be improved in the destination network. This is the first case study on the trust and loyalty relations of STEs in Turkey.

Place, publisher, year, edition, pages
2009.
Keyword [en]
Trust, Loylaty, Friendship, Cooperation
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hj:diva-10486OAI: oai:DiVA.org:hj-10486DiVA: diva2:241106
Available from: 2009-10-01 Created: 2009-10-01 Last updated: 2010-04-14Bibliographically approved

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