lnu.sePublications
Change search
ReferencesLink to record
Permanent link

Direct link
WOW Philippines campaign : an analysis on collaboration
2010 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The Philippines is a country with a lot to offer within the tourism sector. With its 7107 islands, it offers diversity in culture and a wide range of tourism destinations. However, tourism development in the Philippines has not been as successful as its neighbouring countries. In order to develop the country as an attractive destination, collaboration is needed. The cooperation of different stakeholders as well as the importance of trust and reciprocity is vital for an effective collaboration.

Destination development within the tourism industry is seen as a collaboration or cooperation between different stakeholders who in part have something to gain in joining the collaboration. The relationship among the stakeholders may be based on previous interactions. In addition, concerning their respective involvement within the collaboration, theories argue that stakeholders do not necessarily exercise equal participation. With the use of the WOW Philippines campaign as an example of collaboration involving several stakeholders, the theories within collaboration shall be examined. At the same time, the theories will aid in researching the factors that may or may not be responsible for the advancements of thecampaign.

The purpose of this thesis is to analyze the different theories within collaboration with the WOW Philippines campaign as an example of a collaborative endeavour. This thesis is addressed to students within the discipline of tourism development for future studies.

The researcher has utilized the hypothetico-deductive method which entails the examination of three theories within collaboration. Three hypotheses formulated from these theories will be either confirmed or dismissed in the end of the study.

With the help of the hypotheses, the researcher has concluded that aspects of trust and reciprocity within collaboration are vital in its success. Although in this case, it refers to a country’s perception of trust and reciprocity. The problem domain i.e. destination development aiming on increasing inbound tourism cannot be said to be the main reason for the achievements of the campaign. It is a contributing factor, as well as, the involvement of the stakeholders. The theories are acceptable in different levels with regard to the WOW Philippines campaign i.e. they cannot be either taken as individual reasons for its advancements or proclaimed as false. These theories are intertwined which means their relevance to each other is important in the case of tourism development in the Philippines.

Place, publisher, year, pages
2010. 31 p.
Keyword [en]
tourism development, trust, reciprocity, inter-organizational commitment, collaboration, stakeholder, WOW Philippines, problem domain
National Category
Other Social Sciences not elsewhere specified
Identifiers
urn:nbn:se:hik:diva-2601 (URN)oai:DiVA.org:hik-2601 (OAI)diva2:292258 (DiVA)
Presentation
(English)
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from2010-02-08 Created:2010-02-05 Last updated:2010-03-10Bibliographically approved

Open Access in DiVA

fulltext(161 kB)1478 downloads
File information
File name FULLTEXT02.pdfFile size 161 kBChecksum SHA-512
bb8ec15b5e44c6424c8f8aa4c72f20fae4e3000f23d559f96395a286d012c8f83c264282849af5090187509c562d31ed5459b31b5d5b33e77d21af80c3f42141
Type fulltextMimetype application/pdf

Search in DiVA

By author/editor
Martinez Åkesson, Jo Anne
By organisation
Baltic Business School
Other Social Sciences not elsewhere specified

Search outside of DiVA

GoogleGoogle Scholar
Total: 1478 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 1654 hits
ReferencesLink to record
Permanent link

Direct link