The role of tourism organizations in location management: the case of beer tourism in bavaria

The role of tourism organizations in

location management: the case of beer

tourism in Bavaria

Harald Pechlaner, Frieda Raich and Elisabeth Fischer

Abstract

Purpose – The purpose of this paper is to discuss the importance of cross-sectoral co-operations and

the potential role of tourism organizations in an integrated location management system, using the

regional governance approach. The coordination between participants and the development of

economic dynamics by coordinated networks are important factors determining the competitiveness of

locations.

Design/methodology/approach – The paper undertook a qualitative and quantitative survey in

Bavaria, which analyzed the role of a tourism organization in the location, using the example of

cross-sectoral interaction with the brewing industry. First, a qualitative explorative study was conducted

analyzing the potential cross-sectoral activities of the tourism organization with the brewery industry in

Bavaria, and examined the indicators of power and legitimacy. A further quantitative survey was then

carried out to assess the current situation of the cross-sectoral interaction of the Bavarian tourism

organization with the brewery industry and the position of the tourism organization in the location.

Findings – The results show that the role of the tourism organization in cross-sectoral interactions with

other parties in a region where tourism does not play a major role is not strong. It lacks the power to take

a leading part in determining a region’s attractiveness, and needs to develop its expertise as a

cross-sector intermediary for an integrative location management process. The results indicate potential

for improvements in the field of communication and interaction to strengthen the position of the tourism

organization.

Practical implications – The study results reveal that the philosophy of cross-sectoral thinking is not yet

strongly developed in the Bavarian tourism organization. It should develop a stronger network-oriented

perspective if it wants to become an intermediary between the local sectors and industries.

Originality/value – Applying the findings of the regional governance theory, the paper demonstrates

the potential contribution of tourism organizations as cross-sector intermediaries for location

management processes, so that the various attractions at a location can all profit by working towards

a more competitive and attractive location.

Keywords Tourism, Organizations, Regional development, Beer, Germany

Paper type Research paper

Introduction

Locations need to develop strategies for local development to remain attractive to

companies and residents. ‘‘Location’’ is defined here as a geographic area with stable

relationships between stakeholders and resources (Raich, 2006; Boustedt, 1975). The

combination of these relationships, the competition for limited resources, and the resulting

dynamic forces all affect a location’s competitiveness. Thus, the cooperation of the various

stakeholders will shape the area’s development, and this factor may be specifically

influenced. In practice, we see an increasing interconnectedness of tourism and location

management, especially at locations where tourism plays a major role (for example,

Switzerland, Tyrol). By using resources jointly and efficiently, competitive advantages can be

generated.

PAGE 28 j TOURISM REVIEW j VOL. 64 NO. 2 2009, pp. 28-40, Q Emerald Group Publishing Limited, ISSN 1660-5373 DOI 10.1108/16605370910963509

Harald Pechlaner is

Professor and Elisabeth

Fischer is Assistant, both at

the Catholic University of

Eichsta¨tt-Ingolstadt,

Eichsta¨tt, Germany.

Frieda Raich is Assistant at

the Institute for Regional

Development and Location

Management, European

Academy of Bolzano

(EURAC Research),

Bolzano, Italy.

Received 17 March 2008

Revised 20 October 2008

Accepted 8 January 2009