Analyzing the coopetition between tourism and leisure suppliers-A case study of the Leisure Card Tirol

Abstract

Even though coopetition in the context of tourism is not new, research lacks concrete examples within the leisure business and about its effects on local communities. Hence, this study investigates a super-regional alliance of tourism and leisure suppliers as well as its effects on the community in the region of Tyrol, Austria. In the framework of 60 guided interviews, all organizations engaged in the Leisure Card Tirol (LCT) were contacted and questioned. The analysis of the qualitative data shows the motives for joining the alliance are either economic or non-economic in nature, and thus the alliance is evaluated differently by the various suppliers. Several corporations including swimming pools, ice skating rinks, museums, a football stadium (limited access), and mountain railway companies attract more locals to consume leisure (a partly merit good) due to their membership in the LCT alliance. However, the suppliers' heterogeneity in respect of their management (governmental, private, and mixed forms) is suggested to be the reason behind the LCT's financial survival. In summary, intentional coopetition in the context of a super-regional year-around pass may be a sustainable model of increasing a local community's welfare by providing affordable leisure activities, although some minor and major issues on the part of the suppliers might occur.