collaboration in tourism supply chains · thankyou1 q&a. title: collaboration in tourism supply...
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Collaboration in Tourism Supply ChainsA Transaction Cost Economics Perspective
Pairach Piboonrungroj, PhD
Logistics and Supply Chain Research CentreFaculty of Economics, Chiang Mai Unversity
Module: Tourism Logistics in ASEAN, MBA in Logistics and Supply Chain Management16-‐17 March 2013, Chiang Rai, Thailand
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Acknowledgement
Office of the Higher Education CommissionRoyal Thai Government
The Strategic Scholarships for Frontier Research Network
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Background
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Backgrounds
• Economic governance is determined by transaction cost.
• Hierarchy (firm) or Market.
• Hybrid form a.k.a. vertical (supply chain) collaboration.
• Minimising transaction cost offers the better supply
chain performance.
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Research Questions
1. What are the transaction costs of collaborations in the tourism supply chains ?
2. What are the factors affecting those costs of transaction ?
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Literature Review
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Suppliers
Service Providers
Tour Operators / Travel Agencies
Manufacturers
Tourists
A Generic Tourism Supply Chain(Zhang et al. 2009; Piboonrungroj and Disney 2009)
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Supply Chain Collaboration
“At least two firms in the same supply chain
work together to achieve their mutual goals.”
(Mentzer et al. 2001; Simatupang and Sridharan 2005)
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Assumptions
1. Bounded rationality
2. Opportunistic behaviour
• Transaction cost (TC) exists
• TC is effected by uncertainty and asset specificity.
• TC determines a proper economic governance.
Transaction Cost Economics(Coase 1937; Williamson 2008)
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Methodology
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• A (single) case study• Non-chain hotel• Chiang Mai• April 2009
• In-depth Interview with• Food & Beverage Manager• Purchasing Manager• Director of Sales
Methodology
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Findings
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Hotel’s Collaborations in TSCHorizontalHorizontal VerticalVertical
Intra-sector Inter-sector Upstream Downstream
Objective Marketing Marketing Operations Marketing
Partner Hotels / Resorts
Restaurants / Passenger transport
Suppliers Tour operators / Travel agencies
Process Destination promotion Package tour
• Search, • Select, • Order• Replenishment
• Plan• Allotment• Book
Drivers Intense competitionIntense competition Inventory cost, availability
Demand uncertainty
Costs Communication / Planning / Meeting
Communication / Planning / Meeting
Search cost,Quality checking Communication
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Hotel’s Collaborations in TSCHorizontalHorizontal VerticalVertical
Intra-sector Inter-sector Upstream Downstream
Objective Marketing Marketing Operations Marketing
Partner Hotels / Resorts
Restaurants / Passenger transport
Suppliers Tour operators / Travel agencies
Process Destination promotion Package tour
• Search, • Select, • Order• Replenishment
• Plan• Allotment• Book
Drivers Intense competitionIntense competition Inventory cost, availability
Demand uncertainty
Costs Communication / Planning / Meeting
Communication / Planning / Meeting
Search cost,Quality checking Communication
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Hotel’s Collaborations in TSCHorizontalHorizontal VerticalVertical
Intra-sector Inter-sector Upstream Downstream
Objective Marketing Marketing Operations Marketing
Partner Hotels / Resorts
Restaurants / Passenger transport
Suppliers Tour operators / Travel agencies
Process Destination promotion Package tour
• Search, • Select, • Order• Replenishment
• Plan• Allotment• Book
Drivers Intense competitionIntense competition Inventory cost, availability
Demand uncertainty
Costs Communication / Planning / Meeting
Communication / Planning / Meeting
Search cost,Quality checking Communication
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Food and Beverage Operations in the Hotel
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Conclusions
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• TCE’s assumptions are hold in supply chain
collaboration.
• Transaction cost = Search cost and Quality checking
• Inter-partner trust can reduce cost of transaction.
• Trust building by joint action and information sharing.
Conclusions
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Thank you
Q & A