Gestión de redes en empresas turísticas ante eventos deportivosun análisis de la America's cup 2007 en Valencia

Abstract

Sport events in tourism destinations can be considered as a networked product. Improved collaboration between tourism firms and organizations should therefore help drive positive results. Our aim is to analyze networking effects on perceived benefits of an event -the 32nd America's Cup case study- and cooperative activities undertaken. Using a quantitative research to tourism enterprises, this research analyzes the number and type of affiliations, satisfaction levels toward the event, and collaborative strategies that were used during this international event. Taking into account the level of networking behavior in the business sample and by means of a cluster analysis, two groups were obtained using cluster analysis: a „high‟ networked group (HN) and a „low‟ networked (LN) group. Findings show that the HN groups had higher mean values regarding the perceived benefits (overall satisfaction, financial results, exposure and awareness) than the LN group. The level of participation in collaboration activities (strategic alliance, package deals with companies, referring customers and business support network) is also higher in the HN group.