Global On-line Marketing Quality of US Service Industry from a Co-opetition Perspective

Global service firms such as hotels, travel agencies, and convention companies compete in local area with the same market and similar or complementary service. Simultaneously, they need to collaborate through a horizontal marketing network in order to attract more tourists. The image of a firm as an autonomous entity is transformed into a member working together in community to develop and increase the competitiveness. The development of Internet now offers new opportunities for collaboratively marketing tourism destination. Global service firms in a tourist destination play a role as a service portal that delivers comprehensive information to online customers to draw an overall image of the location. In addition, service firms attract online customers through customized service and stable online environment to promote their own products and service. Global tourists choose among different goods and services provided by firms in close proximity to each other. Timely and accurate information that meets online customers can lead successful online marketing. The purpose of this study is to develop a new framework, named as a co-opetition perspective, for analyzing the determinant factors of online marketing quality of service firms. To accomplish this, four concepts that are considered important factors influencing online marketing quality of service firms are proposed: global web community network, e-servicescape, Internet service encounter, and online system quality.