Research note: destination decision-makers: developing a strategic orientation scale
by Solveig Garnes; Gro Ellen Mathisen
International Journal of Tourism Policy (IJTP), Vol. 4, No. 3, 2012

Abstract: This study presents the development of a scale for measuring directors of tourist organisations' strategic orientation. Focus group interviews were conducted to identify different orientations, followed by a survey to further assess the measurement. Factor Analysis revealed two factors: 1) holistic orientation towards the destination, the collaborative organisation and its goals; 2) stakeholder orientation towards specific groups or interests. The strategic orientation scale provides an instrument for measuring the bi-dimensional relationship between benefits to individual businesses and those to the destination as a whole, generating valuable knowledge for managing collaborative organisations and for further studies of collaborative planning in tourism.

Online publication date: Fri, 14-Nov-2014

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