There are many participants in the tourism network who have vested interests in tourism development. These organizations include hotels, associations of hotels and hotel owners, inbound travel agents, travel wholesalers, tourism industry associations, airlines, cruise lines, tourism promotional agencies, regional and local tourism authorities, SME tourism businesses, conference and convention centres and many more. Individuals in the tourism industry intermittently change employment. They often remain in the industry and can move between types of organizations. Their contacts, associations and personal networks remain useful and indeed are utilized. The Interactive Approach postulated by the IMP Group proposes that both suppliers and manufacturers are often involved in close, long-lasting adaptive relationships. Firms within relationships must work together, share objectives, share information and also communicate clearly and precisely using a common language. Here relationship partners should have a similar point of view on the meaning of marketing strategy and related concepts including market segmentation, differentiation and competitive positioning.
This paper seeks to assess the nature, perspectives and characteristics of interactions in the tourism network in Australia. There are two stages of this research. The first stage obtained the perspectives of network participants on the challenges facing tourism, key growth segments, brand and promotional strategies and customer insights and satisfaction levels. Participants were also asked to provide advice to the national marketing organization on a range of developmental topics. The second stage of this research assesses the interaction patterns among network participants Network picture, network position, resource constellations, interaction, resources and activities, interdependence, adaptation, actor bonds, strategy and change are also assessed. The relationships are political and consultative in nature. There is much interdependence and possible conflict between the network participants. The national tourism body has particular skills in tourism planning and tourism research. They also have significant resources and the ability to influence inbound tourism patterns. This paper seeks to assess and understand the interactions within this network.