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The role of tourism organizations in location management: the case of beer tourism in Bavaria

Harald Pechlaner (Professor, at the Catholic University of Eichstätt‐Ingolstadt, Eichstätt, Germany)
Frieda Raich (Assistant, at the Catholic University of Eichstätt‐Ingolstadt, Eichstätt, Germany)
Elisabeth Fischer (Assistant at the Institute for Regional Development and Location Management, European Academy of Bolzano (EURAC Research), Bolzano, Italy)

Tourism Review

ISSN: 1660-5373

Article publication date: 19 June 2009

2554

Abstract

Purpose

The purpose of this paper is to discuss the importance of cross‐sectoral co‐operations and the potential role of tourism organizations in an integrated location management system, using the regional governance approach. The coordination between participants and the development of economic dynamics by coordinated networks are important factors determining the competitiveness of locations.

Design/methodology/approach

The paper undertook a qualitative and quantitative survey in Bavaria, which analyzed the role of a tourism organization in the location, using the example of cross‐sectoral interaction with the brewing industry. First, a qualitative explorative study was conducted analyzing the potential cross‐sectoral activities of the tourism organization with the brewery industry in Bavaria, and examined the indicators of power and legitimacy. A further quantitative survey was then carried out to assess the current situation of the cross‐sectoral interaction of the Bavarian tourism organization with the brewery industry and the position of the tourism organization in the location.

Findings

The results show that the role of the tourism organization in cross‐sectoral interactions with other parties in a region where tourism does not play a major role is not strong. It lacks the power to take a leading part in determining a region's attractiveness, and needs to develop its expertise as a cross‐sector intermediary for an integrative location management process. The results indicate potential for improvements in the field of communication and interaction to strengthen the position of the tourism organization.

Practical implications

The study results reveal that the philosophy of cross‐sectoral thinking is not yet strongly developed in the Bavarian tourism organization. It should develop a stronger network‐oriented perspective if it wants to become an intermediary between the local sectors and industries.

Originality/value

Applying the findings of the regional governance theory, the paper demonstrates the potential contribution of tourism organizations as cross‐sector intermediaries for location management processes, so that the various attractions at a location can all profit by working towards a more competitive and attractive location.

Keywords

Citation

Pechlaner, H., Raich, F. and Fischer, E. (2009), "The role of tourism organizations in location management: the case of beer tourism in Bavaria", Tourism Review, Vol. 64 No. 2, pp. 28-40. https://doi.org/10.1108/16605370910963509

Publisher

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Emerald Group Publishing Limited

Copyright © 2009, Emerald Group Publishing Limited

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