IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v12y2020i23p9887-d451846.html
   My bibliography  Save this article

The Value of Cluster Association for Digital Marketing in Tourism Regional Development

Author

Listed:
  • Raúl Tarazona-Montoya

    (Business Organization Deparment, Universitat Politècnica de València, 46022 València, Spain)

  • Marta Peris-Ortiz

    (Business Organization Deparment, Universitat Politècnica de València, 46022 València, Spain)

  • Carlos Devece

    (Business Organization Deparment, Universitat Politècnica de València, 46022 València, Spain)

Abstract

This paper analyses the advantages of membership in a cluster in the effective use of digital marketing tools and in a general way, in the performance, especially for the small and medium firms in underdeveloped regions. For this purpose, a case method research was conducted in the tourism sector, specifically in the hotels in the La Guajira Department, Colombia, where there is a regional tourism cluster. The tourism sector especially depends on digital marketing and the proper use of available digital marketing tools play an essential role in the performance. To conduct the study, 40 hotels in La Guajira were analyzed, whether or not they were members in the cluster. The obtained data were assessed by means of fuzzy set Qualitative Comparative Analysis to check the hypotheses. The results reveal the most effective combinations of digital marketing tools and the activities in which especially small and medium firms must engage in the cluster to obtain better results.

Suggested Citation

  • Raúl Tarazona-Montoya & Marta Peris-Ortiz & Carlos Devece, 2020. "The Value of Cluster Association for Digital Marketing in Tourism Regional Development," Sustainability, MDPI, vol. 12(23), pages 1-18, November.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:23:p:9887-:d:451846
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/12/23/9887/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/12/23/9887/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Carlos Devece, 2013. "The value of business managers' ‘Information Technology’ competence," The Service Industries Journal, Taylor & Francis Journals, vol. 33(7-8), pages 720-733, May.
    2. Papathanassis, Alexis & Knolle, Friederike, 2011. "Exploring the adoption and processing of online holiday reviews: A grounded theory approach," Tourism Management, Elsevier, vol. 32(2), pages 215-224.
    3. Wilbur Chung & Arturs Kalnins, 2001. "Agglomeration effects and performance: a test of the Texas lodging industry," Strategic Management Journal, Wiley Blackwell, vol. 22(10), pages 969-988, October.
    4. Geneviève Bassellier & Izak Benbasat & Blaize Horner Reich, 2003. "The Influence of Business Managers' IT Competence on Championing IT," Information Systems Research, INFORMS, vol. 14(4), pages 317-336, December.
    5. Huarng, Kun-Huang & Roig-Tierno, Norat, 2016. "Qualitative comparative analysis, crisp and fuzzy sets in knowledge and innovation," Journal of Business Research, Elsevier, vol. 69(11), pages 5181-5186.
    6. Kim, Kun & Park, Oun-joung & Yun, Seunghyun & Yun, Haejung, 2017. "What makes tourists feel negatively about tourism destinations? Application of hybrid text mining methodology to smart destination management," Technological Forecasting and Social Change, Elsevier, vol. 123(C), pages 362-369.
    7. Michael J. Tippins & Ravipreet S. Sohi, 2003. "IT competency and firm performance: is organizational learning a missing link?," Strategic Management Journal, Wiley Blackwell, vol. 24(8), pages 745-761, August.
    8. Speldekamp, Daniël & Knoben, Joris & Saka-Helmhout, Ayse, 2020. "Clusters and firm-level innovation: A configurational analysis of agglomeration, network and institutional advantages in European aerospace," Research Policy, Elsevier, vol. 49(3).
    9. Manfred Bruhn & Verena Schoenmueller & Daniela B. Schäfer, 2012. "Are social media replacing traditional media in terms of brand equity creation?," Management Research Review, Emerald Group Publishing Limited, vol. 35(9), pages 770-790, August.
    10. Zoltan Acs & David Audretsch, 1990. "Innovation and Small Firms," MIT Press Books, The MIT Press, edition 1, volume 1, number 0262011131, April.
    11. Yuichi Furukawa & Kenji Kondoh & Shigemi Yabuuchi, 2019. "Tourism, Capital and Labor Inflows and Regional Development," International Advances in Economic Research, Springer;International Atlantic Economic Society, vol. 25(2), pages 221-233, May.
    12. Bartolomé Marco-Lajara & Mercedes Úbeda-García & Vicente Sabater-Sempere & Francisco García-Lillo, 2014. "Territory Impact on the Performance of Spanish Vacation Hotels," Tourism Economics, , vol. 20(4), pages 779-796, August.
    13. Juan Alcacer & Wilbur Chung, 2010. "Location Strategies for Agglomeration Economies," Harvard Business School Working Papers 10-071, Harvard Business School.
    14. Ian R. Gordon & Philip McCann, 2000. "Industrial Clusters: Complexes, Agglomeration and/or Social Networks?," Urban Studies, Urban Studies Journal Limited, vol. 37(3), pages 513-532, March.
    15. Lee, Yong-Jin Alex & Jang, Seongsoo & Kim, Jinwon, 2020. "Tourism clusters and peer-to-peer accommodation," Annals of Tourism Research, Elsevier, vol. 83(C).
    16. Cohen, Jeffrey P. & Paul, Catherine J. Morrison, 2005. "Agglomeration economies and industry location decisions: the impacts of spatial and industrial spillovers," Regional Science and Urban Economics, Elsevier, vol. 35(3), pages 215-237, May.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Onur Selcuk & Beykan Cizel, 2024. "Using qualitative comparative analysis approach in tourism studies: a critical review," Quality & Quantity: International Journal of Methodology, Springer, vol. 58(1), pages 933-960, February.
    2. Raul Tarazona-Montoya & Carlos Devece & Carlos Llopis-Albert & Sergio García-Agreda, 2024. "Effectiveness of digital marketing and its value in new ventures," International Entrepreneurship and Management Journal, Springer, vol. 20(4), pages 2839-2862, December.
    3. Iswanto, Dedy & Handriana, Tanti & Nazwin, Asfarony Hendra & Sangadji, Suwandi S., 2024. "Influencers in Tourism Digital Marketing: A Comprehensive Literature Review," OSF Preprints m97kd, Center for Open Science.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Lee, Yong-Jin Alex & Jang, Seongsoo & Kim, Jinwon, 2020. "Tourism clusters and peer-to-peer accommodation," Annals of Tourism Research, Elsevier, vol. 83(C).
    2. Shivaram V. Devarakonda & Brian T. McCann & Jeffrey J. Reuer, 2018. "Marshallian Forces and Governance Externalities: Location Effects on Contractual Safeguards in Research and Development Alliances," Organization Science, INFORMS, vol. 29(6), pages 1112-1129, December.
    3. Liang Wang & Justin Tan, 2019. "Social Structure of Regional Entrepreneurship: The Impacts of Collective Action of Incumbents on De Novo Entrants," Entrepreneurship Theory and Practice, , vol. 43(5), pages 855-879, September.
    4. Marco-Lajara, Bartolomé & Claver-Cortés, Enrique & Úbeda-García, Mercedes & Zaragoza-Sáez, Patrocinio del Carmen, 2016. "A dynamic analysis of the agglomeration and performance relationship," Journal of Business Research, Elsevier, vol. 69(5), pages 1874-1879.
    5. Atthaphon Mumi & Michael Obal & Yi Yang, 2019. "Investigating social media as a firm’s signaling strategy through an IPO," Small Business Economics, Springer, vol. 53(3), pages 631-645, October.
    6. Adem Sakarya, 2023. "Clustering potential of organized industrial zones in Türkiye," Asia-Pacific Journal of Regional Science, Springer, vol. 7(1), pages 255-276, March.
    7. Peter Nijkamp, 2009. "Entrepreneurship, Development, and the Spatial Context: Retrospect and Prospect," WIDER Working Paper Series RP2009-08, World Institute for Development Economic Research (UNU-WIDER).
    8. Carlos Devece, 2013. "The value of business managers' ‘Information Technology’ competence," The Service Industries Journal, Taylor & Francis Journals, vol. 33(7-8), pages 720-733, May.
    9. J Knoben & AT Arikan & F van Oort & O Raspe, 2016. "Agglomeration and firm performance: One firm’s medicine is another firm’s poison," Environment and Planning A, , vol. 48(1), pages 132-153, January.
    10. Ibrahim Mohammed & Basak Denizci Guillet & Rob Law, 2019. "Modeling dynamic price dispersion of hotel rooms in a spatially agglomerated tourism city for weekend and midweek stays," Tourism Economics, , vol. 25(8), pages 1245-1264, December.
    11. Karla Paola Jiménez Almaguer. & José Melchor Medina Quintero. & Nazlhe Faride Cheín Schekaibán, 2013. "The search for the development of clusters in Tamaulipas, Mexico: A case study," Economía: teoría y práctica, Universidad Autónoma Metropolitana, México, vol. 39(2), pages 89-117, Julio-Dic.
    12. Abdul Manaf Bohari, 2013. "Computeralization of Seaport Operation Management: Competitive Issues and Need of ICT Advancement," Information Management and Business Review, AMH International, vol. 5(5), pages 217-224.
    13. Kuo-Feng Huang & Chwo-Ming Yu & Dah-Hsian Seetoo, 2012. "Firm innovation in policy-driven parks and spontaneous clusters: the smaller firm the better?," The Journal of Technology Transfer, Springer, vol. 37(5), pages 715-731, October.
    14. Telma Mendes & Vítor Braga & Carina Silva & Vanessa Ratten, 2023. "Taking a closer look at the regionally clustered firms: How can ambidexterity explain the link between management, entrepreneurship, and innovation in a post-industrialized world?," The Journal of Technology Transfer, Springer, vol. 48(6), pages 2007-2053, December.
    15. Hervas Oliver,Jose Luis & Gonzalez,Gregorio & Caja,Pedro, 2014. "Clusters and industrial districts: where is the literature going? Identifying emerging sub-fields of research," INGENIO (CSIC-UPV) Working Paper Series 201409, INGENIO (CSIC-UPV).
    16. Mariani, Marcello M. & Fosso Wamba, Samuel, 2020. "Exploring how consumer goods companies innovate in the digital age: The role of big data analytics companies," Journal of Business Research, Elsevier, vol. 121(C), pages 338-352.
    17. Peng Wang & Xiaoyan Lin & Dajun Dai, 2017. "Spatiotemporal Agglomeration of Real-Estate Industry in Guangzhou, China," Sustainability, MDPI, vol. 9(8), pages 1-15, August.
    18. Michael Fritsch & Viktor Slavtchev, 2007. "What determines the efficiency of regional innovation systems?," Jena Economics Research Papers 2007-006, Friedrich-Schiller-University Jena.
    19. Talat Mahmood, 1997. "Survival of Newly Founded Businesses: A Log-Logistic Model Approach," CIG Working Papers FS IV 97-32, Wissenschaftszentrum Berlin (WZB), Research Unit: Competition and Innovation (CIG).
    20. Wang, Liang & Tan, Justin & Li, Wan, 2018. "The impacts of spatial positioning on regional new venture creation and firm mortality over the industry life cycle," Journal of Business Research, Elsevier, vol. 86(C), pages 41-52.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:12:y:2020:i:23:p:9887-:d:451846. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.