The performance of marketing alliances between the tourism industry and credit card issuing banks in Taiwan

The purposes of this study are to assess the performance of marketing alliances between the tourism industry and credit card issuing banks, and to identify the factors affecting the performance of such alliances. The questionnaires, which addressed the attributes of the company, alliance partner selection and motivational factors and the performance of the alliances, were designed to collect data from the managers of four different business sections within the tourism industry: hotels, restaurants, travel agencies, and entertainment establishments. The findings showed that 'partners having excellent resources' and 'the potential for a mutually beneficial relationship' are the two major criteria used in selecting the cooperative partners. These two criteria are also significant predictors of alliance performance. 'Diversifying promotion channels and reducing cost', 'intensifying position and enhancing image', and 'increasing business achievement' are the major alliance motives of companies within the tourism industry. They also have positive effects on alliance performance. The type of business and the number of allied banks also affect the performance of the alliance. (C) 2003 Elsevier Ltd. All rights reserved.