The Application of Fuzzy DEMATEL Technique for Investigating the Drivers of Coopetition Strategy in the Golden Triangle Consortium of Tourism in Iran

Document Type : Research

Authors

Leila Keshtkar ¹

Mohammad Hossein Saraei ²

Mohammad Reza Rezaei ²

¹ PhD Candidate in Geography and Urban Planning, Department of Geography, Yazd University, Yazd, Iran

² Associate Professor in Geography and Urban Planning, Department of Geography, Yazd University, Yazd, Iran

https://doi.org/10.22067/jgrd.2021.50972.0

Abstract

Coopetition in tourism is a positive strategy that can create opportunities for large and small destinations, which ultimately leads to the development of tourism destinations. The main reason for cooperation with competitors among tourism organizations is to achieve a sustainable competitive advantage by integrating resources or the ability to share tourism knowledge in common places. This research was carried out with the aim of evaluating the drivers of the coopetition strategy in the formation of the Golden Triangle Consortium of Tourism in Iran.The statistical sample of this research is consisted of 20 experts who are members of the Golden Triangle Consortium of Tourism in Iran. To achieve the purposes of the research, fuzzy DEMATEL technique was used. The results showed that based on D+R values, the stimulus “expected goals” and “resources and capabilities” with values of 4.19 and 4.08 are known as the most important stimuli in the formation of coopetition strategy. “Expected goals” is the most important driver of coopetition in the formation of the Golden Triangle Consortium of Tourism in Iran, because the members of this consortium seek to take a larger share of the global market in order to maintain their position in international tourism. According to the D-R values, the most effective stimulus can be “technological demand” with a value of -1.13. What has caused the competition between the three provinces in this consortium is trying to get more tourists than each other. According to the results obtained from the DEMATEL technique, it can be claimed that the cooperation and competition among these three cities have made them tend to take this strategy.
 

Keywords

Coopetition

Driver

Consortium

Iran's Golden Tourism Triangle

Fuzzy DEMATEL

20.1001.1.20081391.1401.20.1.2.6

---

References

1.  پویانسب، ع. (1396). دو چالش زیرساختی مثلث طلایی گردشگری ایران. روزنامة دنیای اقتصاد، شمارة 4110، ص. 17. بازیابی از

   https://www.magiran.com/article/3604164

   2. محمدی، م.، حاجی­پور، ب.، و حمیدی­زاده، م.ر. (1397). طراحی و تبیین الگوی همکاری-رقابت: مورد مطالعه گروه سایپا. نشریة کاوش­های مدیریت بازرگانی، 2، 353-377.
   3. یادگاری، م.، و تارخ، م.ج. (1396). استفاده از تکنیک دیمتل فازی برای رتبه­بندی راهبردهای مدیریت دانش. فصل­نامة پژوهش­نامة پردازش و مدیریت اطلاعات. 32(3) 761-788.

    

   4. Almeida, S. (2018). The phenomenon of coopetition in hotel networks-the case of hotel marketing consortia (Unpublished doctoral dissertation). University of Lisbon, Lisboa, Portugal.
   5. Aqueveque, C., & Bianchi, C. (2017). Tourism destination competitiveness of Chile: A stakeholder perspective. Tourism Planning & Development, 14(4), 447-466.
   6. Basole, R. C., Park, H., & Barnett, B. C. (2015). Coopetition and convergence in the ICT ecosystem. Telecommunications Policy, 39(7), 537–552.
   7. Bengtsson, M., & Kock, S. (2014). Coopetition—Quo vadis? Past accomplishments and future challenges. Industrial Marketing Management, 43(2), 180–188.
   8. Bengtsson, M., Kock, S., Lundgren-Henriksson, E. L., & Näsholm, M. H. (2016). Coopetition research in theory and practice: Growing new theoretical, empirical, and methodological domains. Industrial Marketing Management, 57, 4–11.
   9. Bengtsson, M., & Raza-Ullah, T. (2016). A systematic review of research on coopetition: Toward a multilevel understanding. Industrial Marketing Management, 57, 23-39.
   10. Bouncken, R. B., & Fredrich, V. (2016). Learning in coopetition: Alliance orientation, network size, and firm types. Journal of Business Research, 69(5), 1753-1758.
   11. Brandenburger, A. M., & Nalebuff, B. J. (1995). The right game: Use game theory to shape strategy(Vol. 76, pp. 57-71). Chicago: Harvard Business Review.
   12. Chen, L.-T. (2014). Dynamic co-opetitive approach of a closed loop system with remanufacturing for deteriorating items in e-markets. Journal of Manufacturing Systems, 33(1), 166–176.
   13. Chen, M.-J. (2008). Reconceptualizing the competition—cooperation relationship: A transparadox perspective. Journal of Management Inquiry, 17(4), 288–304.
   14. Chim-Miki, A. F., & Batista-Canino, R. M. (2017a). The coopetition perspective applied to tourism destinations: a literature review. Anatolia, 28(3), 381–393.
   15. Chim-Miki, A. F., & Batista-Canino, R. M. (2017b). Tourism coopetition: An introduction to the subject and a research agenda. International Business Review, 26(6), 1208–1217.
   16. Czakon, W., Klimas, P., & Mariani, M. (2020). Behavioral antecedents of coopetition: A synthesis and measurement scale. Long Range Planning, 53(1), 101875.
   17. Czernek, K., & Czakon, W. (2016). Trust-building processes in tourist coopetition: The case of a Polish region. Tourism Management, 52, 380–394.
   18. Deitz, G. D., Tokman, M., Richey, R. G., & Morgan, R. M. (2010). Joint venture stability and cooperation: Direct, indirect and contingent effects of resource complementarity and trust. Industrial Marketing Management, 39(5), 862–873.
   19. Della Corte, V., & Aria, M. (2016). Coopetition and sustainable competitive advantage: The case of tourist destinations. Tourism Management, 54, 524–540.
   20. Dupeyras, A., & MacCallum, N. (2013). Indicators for measuring competitiveness in tourism: A guidance document. OECD Tourism Papers. OECD Publishing. http://dx.doi.org/10.1787/5k47t9q2t923-en
   21. Gnyawali, D. R., & Park, B.-J. R. (2011). Co-opetition between giants: Collaboration with competitors for technological innovation. Research Policy, 40(5), 650–663.
   22. Gnyawali, D. R., & Park, B. (2009). Co‐opetition and technological innovation in small and medium‐sized enterprises: A multilevel conceptual model. Journal of Small Business Management, 47(3), 308–330.
   23. Hennig, S., & Malmsten, A. (2019). Coopetition in a regulated market: A study of motivational factors and risks in coopetition (Unpublished master’s thesis). Uppsala University, Uppsala, Sweden.
   24. Hoffmann, W., Lavie, D., Reuer, J. J., & Shipilov, A. (2018). The interplay of competition and cooperation. Strategic Management Journal, 39(12), 3033–3052.
   25. Kossyva, D., Sarri, K., & Georgolpoulos, N. (2015). Co-opetition: A business strategy for SMEs in times of economic crisis. South-Eastern Europe Journal of Economics, 12(1):89-106.
   26. Kylänen, M., & Rusko, R. (2011). Unintentional coopetition in the service industries: The case of Pyhä-Luosto tourism destination in the Finnish Lapland. European Management Journal, 29(3), 193–205.
   27. Le Roy, F., & Czakon, W. (2016). Managing coopetition: The missing link between strategy and performance. Industrial Marketing Management, 53(1), 3-6.
   28. Li, R. J. (1999). Fuzzy method in group decision making. Computers and Mathematics with Applications, 38(1), 91– 101.
   29. Mariani, M. M., Buhalis, D., Longhi, C., & Vitouladiti, O. (2014). Managing change in tourism destinations: Key issues and current trends. Journal of Destination Marketing & Management, 2(4), 269–272.
   30. Mascia, D., Di Vincenzo, F., & Cicchetti, A. (2012). Dynamic analysis of interhospital collaboration and competition: empirical evidence from an Italian regional health system. Health Policy, 105(2–3), 273–281.
   31. Padula, G., & Dagnino, G. B. (2007). Untangling the rise of coopetition: the intrusion of competition in a cooperative game structure. International Studies of Management & Organization, 37(2), 32–52.
   32. Park, B. J., Srivastava, M. K., & Gnyawali, D. R. (2014). Impact of coopetition in the alliance portfolio and coopetition experience on firm innovation. Technology Analysis & Strategic Management, 26(8), 893-907.
   33. Parzy, M., & Bogucka, H. (2014). Coopetition methodology for resource sharing in distributed OFDM-based cognitive radio networks. IEEE Transactions on Communications, 62(5), 1518–1529.
   34. Patil, S. K., & Kant, R. (2014). A fuzzy AHP-TOPSIS framework for ranking the solutions of Knowledge Management adoption in Supply Chain to overcome its barriers. Expert Systems with Applications, 41(2), 679–693.
   35. Petter, R. R. H., Resende, L. M., de Andrade Júnior, P. P., & Horst, D. J. (2014). Systematic review: an analysis model for measuring the coopetitive performance in horizontal cooperation networks mapping the critical success factors and their variables. The Annals of Regional Science, 53(1), 157–178.
   36. Resende, L. M. M., Volski, I., Betim, L. M., de Carvalho, G. D. G., De Barros, R., & Senger, F. P. (2018). Critical success factors in coopetition: Evidence on a business network. Industrial Marketing Management, 68, 177-187.
   37. Ritala, P. (2012). Coopetition strategy–when is it successful? Empirical evidence on innovation and market performance. British Journal of Management, 23(3), 307–324.
   38. Seker, S., & Zavadskas, E. K. (2017). Application of fuzzy DEMATEL method for analyzing occupational risks on construction sites. Sustainability, 9(11), 2083.
   39. Song, W., & Cao, J. (2017). A rough DEMATEL-based approach for evaluating interaction between requirements of product-service system. Computers & Industrial Engineering, 110, 353–363.