| The United States as a destination for international leisure travelers has lost significant market share during this century. Ineffective marketing actions via inter-organizational collaboration in the U.S. international tourism industry can lead to significant adverse social and economic outcomes (Travel Industry of America, 2007; U.S. Travel and Tourism Advisory Board, 2006). Inter-organizational collaboration effectiveness metrics serve to improve outcomes, further enhanced via dedicated alliance functions (Dyer, Kale, & Singh, 2001). This quantitative study used ANOVA tests (rho < .05) to determine if a difference exists in self-reported inter-organization collaborative success between firms that have a dedicated alliance function and those organizations that do not, and if collaborative experience impacts success. An additional purpose is to identify a definitive array of inter-organizational collaborative marketing effectiveness measurements used in practice, derived from a factor analysis of literature-based metrics. The results indicate that dedicated alliance functions positively impact inter-organizational success, while the experience level was not a significant factor. Six core success themes were identified via 22 metrics, implying leaders should use a multi-factor framework in measuring interorganizational collaboration success. |
