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.
Highlights
Tourist cards are well-known and often-used ways of bundling visitor attractions in tourist destinations, offering mainly a combination of museum entries, means of transport, and/or other services for tourists at reasonable prices
A similar idea in terms of a season pass for sport and/or leisure facilities is offered by local suppliers in order to attract the local community to use those facilities by saving money due to frequent use compared to a single visit of the infrastructure
The first part describes the backgrounds which led to the increase in Leisure Card Tirol (LCT) suppliers, focusing on coopetition
Summary
Tourist cards are well-known and often-used ways of bundling visitor attractions in tourist destinations, offering mainly a combination of museum entries, means of transport, and/or other services for tourists at reasonable prices. A similar idea in terms of a season pass for sport and/or leisure facilities (e.g., swimming pools, ski resorts) is offered by local suppliers in order to attract the local community to use those facilities by saving money due to frequent use compared to a single visit of the infrastructure. Such leisure cards are predominantly schemes in the context of social marketing provided in order to increase the welfare of the target audience.
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