Developing regional tourism in China(9)

中国区域旅游发展

J.Jackson/TourismManagement27(2006)695–706

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4.2.Potentialforclusterformation

ThereareindicationsofsupportforthenotionofclusteringattheindustryleadershiplevelasevidencedbytheinputofparticipantsintheForumonChina’sTourismin2001.Intheinterviewswithmanagement-levelrepresentativesoflocaltourism-relatedbusinessesincludingaccommodation,foodandbeverage,travelandtourcentres,andlocaltourismorganisationsthefollowingthemeswerediscerned.

4.2.1.Developingregionalcompetitiveadvantage

Recallingtheverysmallsamplesizeof10anditscomposition,asfarasmakingtheregionmorecompetitiveinthetourismindustry,thoseinterviewedratedasmostimportantthequalityofinfrastructure,localprovisionofeducationandtrainingandlinkstonationalorinternationaltourismorganisations.Theconditionsthattheyratedasrelativelylessimportantwerestronglocalleadershipintheindustry,theinvolvementofstateorfederalgovernmentintourismdevelopmentandinvestmentbyexternalbodiesintourismbusiness(Table3).

Fromfollow-upquestionstothisverylimitedsample,mostofwhomwerepartoflargernationalorinterna-tionalorganisations,thereappearstobeasenseofsecurityinbelongingtoalargertourismbusinessorganisation.Thedesireatthislevelappearstobeforverticallyintegratednationalorinternationaltourismbusinesses,ratherthananindustrythatishorizontallyandlocallylinkedandsupportedbylocaltourismleaders.Whatisdesiredlocallyisinfrastructureandeducation,anditisthisthatisthegovernment’sroleratherthaninvolvementindevelopinglocaltourism.4.2.2.UnderstandingofthecompetitivebusinessethicInassessingattitudestocompetition,respondentsrated,asmostimportanttobecomingmorecompetitive,

improvingproductivity,productinnovations,co-oper-atingwithotherlocalbusinessesandworkingwithnationaltourismbusinesses.Initiativesconsideredleastimportantwerejoiningtolimitentryofothers,loweringprices,reducingproductioncosts/wagesandreceivinggovernmentsubsidies(Table4).

Theseresponsesre ectanattitudetocompetitionthatisconsistentwiththatnecessaryforclusterformation,withcompetitionbeingbasedoninnovationanddifferentiationratherthanonprice,llow-upquestions,participantswerequitede nitethatwageswerealreadyquitelowandshouldnotbecut,lesttheylosegoodstaff.

Apotentialnegativesideofguanximighthaveresultedintheanti-competitivebehaviourofjoiningwithconnectionstolimitmarketentry.However,whiletheaccommodationrespondentsbemoanedthefactthattherewerenowtoomanyluxuryhotelsinChengdu,andthattheylostgoodstaffthroughpoaching,theydidnotfeelableorinclinedtojointogethertoexcludeothernewplayersfromenteringthemarket.

4.2.3.Personalrelationships,trustinsustainedcollaborationandlocalleadership

Inmovingfromthecontextofasocialistsystemtoacompetitivemarketeconomy,thequalitiesidenti edbyChristersonandLever-Tracy(1997)inruralChina,especiallythestrongfamilytiesandresultingtrustrelationships,theculturalaspectsofguanxiandrenqingandthehistoryofcollectivisationmightful lthecharacteristicofcloseattentiontopersonalrelationshipsandtrustinsustainedcollaborationidenti edbyPorter(1998)inthedevelopmentofactivetourismclustersinregionalwestChina.TheresponsefrommembersofthesamplewithrespecttointeractingwithothermembersoftheindustryisshowninTable5.

Respondentsregardedthemselvesascompetingstronglywithotherbusinessesandwhiletheygenerally

Table3

Attitudestodevelopingregionalcompetitiveadvantage

HowimportantarethefollowinginmakingyourregionmorecompetitiveinthetourismindustryLocalprovisionofeducationandtrainingforstaffLinksbetweentourismrelatedbusinesses

Qualityofinfrastructure(roads,rail,accommodation)InvestmentintheregionbysourcesexternaltotheregionThepossessionofuniquenaturaladvantagesInnovativetourismdevelopmentsorinitiativesConductofspecialeventsorfestivals

InvolvementofstateorcentralgovernmentintourismdevelopmentTechnologicaldevelopments(puterisedbookingsystems)LinkswithnationalorinternationaltourismbusinessorganisationsStronglocalleadershipinthetourismindustry

Responsesmeasuredona7-pointLikert-typescalewhere1¼unimportant,7¼mostimportant.

Meanresponse6.56.1774.86.175.335456.33.3

Standarddeviation0.81.601.511.91.12.20.90.82.9