The effects of characteristics of partners on strategic alliance performance in the SME dominated travel sector

Abstract

This study examines the effects of characteristics of alliance partners on perceived strategic alliance performance. Alliance relationships were explored within and between the travel sector, and other tourism sectors of accommodation and transport. Study results indicate company executives' high level of satisfaction with alliances performance. Commitment and capability has been found to positively influence general satisfaction with alliance performance, market share and profitability, and overall alliance performance while trust positively influence general satisfaction with alliance performance. Control was found to have an influence on satisfaction with technology transfer and alliance operational performance while compatibility was positively associated with general satisfaction with alliance performance.