This study tries to explore why hotels are forming marketing strategic alliances; and identifies factors that may impact the success of strategic alliances in the hotel sector in Jordan. The empirical work involved the development of questionnaires which were used for data collection. The study sample consisted of 110 managers from 75 hotels located in three cities: namely Amman, Aqaba and Petra. The main results of the study show empirical evidence are consistent with the notion that the gains from alliances are not shared equally by all the partners. The result also give another strong indication the strategic alliance is playing a crucial role in the hotel sector. Additionally, the findings revealed the most important factor in motivating the adoption of marketing strategic alliances is knowledge sharing and cooperative learning followed by improving performance. Meanwhile, the lack of trust has been found as the first main barrier to marketing strategic alliances' success. Results also indicate that hotel managers have a positive attitude towards marketing strategic alliances.
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