The Key Factors of Relationship Quality between Tour Operators and SME Hotels

Fountoulaki, P, tom Dieck, MC and Jung, T (2014) The Key Factors of Relationship Quality between Tour Operators and SME Hotels. In: EuroCHRI 2014, Hospitality and Tourism Futures.

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Abstract

The importance of relationship quality for successful future business co-operations is well established; however research on factors of relationship quality within tourism and hospitality is scarce. This study therefore aims to identify factors of relationship quality between tour operators and hoteliers within the Cretan context using qualitative semi-structured interviews. Twenty-six tour operators and hoteliers were interviewed and the data were analysed using thematic analysis. Eight key factors of relationship quality were identified including trust, price, service quality, commitment, communication, mutual goals, customer satisfaction and information quality to influence the future cooperation of tour operators and hoteliers within the Cretan tourism sector. The study provides practitioners with a guideline of factors as to how to successfully co-operate. For academic, it identifies key factors of relationship qualify for the development of the relationship quality model in a hospitality setting.