Tourism Management Studies

Framework of co-opetitive marketing mix in hospitality industry

Articles in Press

Document Type : Research Paper

Authors

Neda Bahmani 1
maysam shafiee 2
Morteza Soltanee 3

1 PhD Student in Business Management Faculty of Management and Accounting, Farabi campus, University of Tehran ,Qom, Iran

2 Associate Professor, Faculty of Management and Accounting, Farabi campus, University of Tehran, Qom, Iran

3 Associate Professor, Faculty of Management and Accounting, Farabi campus, University of Tehran, Qom, Iran.

https://doi.org/10.22054/tms.2026.90574.3158
Abstract
Coopetition, defined as the simultaneous engagement in cooperation and competition among rivals, has become a key approach to value creation in the hospitality industry. This study addresses a theoretical gap in marketing mix design within coopetitive environments by developing an integrative framework. Using an inductive qualitative methodology, the research analyzes twelve prominent hospitality cases through a multiple‑case study approach. The findings introduce the coopetitive marketing mix model (7Co‑o-M‑M), consisting of seven interconnected dimensions: co‑agreements, co‑resources, co‑product, co‑distribution, co‑promotion, co‑pricing, and co‑customer orientation. These dimensions operate within a hierarchical structure where co‑agreements and co‑resources serve as foundational enablers that strengthen operational components. This interaction ultimately leads to coordinated pricing as a systemic outcome, while co‑customer orientation emerges as a synergistic consequence. By extending marketing logic from the firm to the ecosystem level, this study provides a comprehensive empirical model to guide managerial decision‑making and advance future research on coopetitive marketing strategies.

Keywords

Co-opetition
Marketing Mix
Hospitality Industry
Marketing Strategy
Business Ecosystem
Subjects
Tourism Management Studies

Articles in Press, Accepted Manuscript
Available Online from 06 May 2026

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