Network-based strategy making for events tourism

Stokes, Robyn (2006) Network-based strategy making for events tourism. European Journal of Marketing, 40 5/6: 682-695. doi:10.1108/03090560610657895

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Author Stokes, Robyn
Title Network-based strategy making for events tourism
Journal name European Journal of Marketing   Check publisher's open access policy
ISSN 0309-0566
Publication date 2006-01-01
Sub-type Article (original research)
DOI 10.1108/03090560610657895
Volume 40
Issue 5/6
Start page 682
End page 695
Total pages 14
Publisher Emerald Group Publishing Limited
Language eng
Subject 15 Commerce, Management, Tourism and Services
1505 Marketing
1506 Tourism
1599 Other Commerce, Management, Tourism and Services
Formatted abstract
Seeks to understand the inter-organisational networks that influence events tourism strategy making by public-sector event development agencies in Australia.


A qualitative methodology of convergent interviews, followed by multiple case research across six Australian states and territories, was employed. The inter-organisational relationships and networks of events agencies that impact on their strategy processes for events tourism were the ?cases? in focus.

Strategies of a reactive-proactive nature mostly guide events tourism development by Australia's corporatised event development agencies. These agencies maintain ?soft?, loosely formed networks that consist of relatively stable clusters of intra-governmental and corporate membership with a peripheral, <IT>ad hoc</IT> membership of other stakeholders.

Research limitations/implications

Although the paper studies perceptions of strategy making at a single point in time, it provides valuable insights into the public sector environment, institutional settings and key relationships that impact on events tourism strategies.

Practical implications
Event development agencies should consider how the unique requirements of event bidding, event development and expansion might facilitate different types of stakeholder engagement and network formation. Integration of regional, metropolitan and state strategies for events tourism may also widen the network of influence on strategies.

The paper informs public sector operatives establishing or managing event development agencies, where tourist generation is a primary marketing goal. It contributes new knowledge in a tourism field that is under-researched.
Keyword Tourism and hospitality
Networking of knowledge
Tourism management
Management strategy
Q-Index Code C1

Document type: Journal Article
Sub-type: Article (original research)
Collections: Excellence in Research Australia (ERA) - Collection
UQ Business School Publications
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Citation counts: TR Web of Science Citation Count  Cited 26 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 41 times in Scopus Article | Citations
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Created: Wed, 11 Nov 2009, 21:54:34 EST by Rosalind Blair on behalf of Faculty of Business, Economics & Law