This paper is an investigation of the competitive strategies of British tour operators and their impact on the image and quality of tourist destinations. The strategies considered are the vertical integration of tour operators with travel retailers and airlines, pricing and contracting systems in the resort, and developments in market segmentation. The authors also consider the rationale, development and impact of tour operator branding, a strategy that has accelerated the trend towards standardised holiday products. The study concludes by outlining policies to counteract the negative effects of tour operator strategies and work towards a more fruitful partnership between mass market tour operators and tourist destinations.
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Klemm et al. (2001) studied this question.
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