Resource Integration Process

Questions

Literature Sources

Resource Identification

1. OTAs are well aware of the knowledge and skills they possess and can use.

Bursh (2001),

Sirmo & Hitt (2003),

Arild Aspelund (2005)

2. OTAs know exactly which travel resources are necessary for online travel companies.

3. OTAs recognize the value of the web for online travel companies.

4. OTAs realize the gap between the identification of the resources and the demand of resources.

5. OTAs can obtain relevant information from tourism resource suppliers and distributors.

Resource Acquisition

1. OTAs obtain the required physical resources and information resources from the tourism resource supplier.

Brush (2001),

Reynolds & Miller

(1992),

Sirmon & Hitt

(2003, 2007)

2. OTAs has access to tourism demand information, tourism services and other intangible resources from tourists.

3. OTAs use internet to attract tourism resources and gain key technologies for enterprise development.

4. To obtain the intangible assets which tourism resources needed within the enterprise (such as customer service attitude)

5. Collaborating with other online travel companies to promote learning and communication among employees.

Resource Allocation

1. OTAs increases the useful resources within the enterprise.

Sirmon & Hitt

(2003, 2007),

2. OTAs realizes the transfer of its own tourism.

3. OTAs combines tourism resources with goals.

4. OTAs bundle and make use of

related resources according to tourism resource characteristics.

5. OTAs implements the Shared configuration of resources within the enterprise.

6. OTAs allocate personnel

for the enterprise goals according to the characteristics of employees.

Resource Utilization

1. OTAs’ employees use their personal resource endowment to obtain other external tourism resources or information.

Kazanjian (1988),

Miller (1984), Hitt (2001, 2007)

2. OTAs use the endowment of individual resources to leverage other external tourism resources for enterprise services.

3. OTAs use organizational resources to leverage other external tourism resources for enterprise services.

4. OTAs’ employees use their own integrated tourism information resources to obtain other tourism information resources.

5. OTAs organize and use the integration of tourism information resources to obtain other tourism information resources.

Enterprise

Performance

1. Sales are growing fast.

Antonicic (2001),

Yusuf (2002)

2. High net profit.

3. Employee income growth.

4. Corporate investment returns are high.