The Application of Fuzzy DEMATEL Technique for Investigating the Drivers of Coopetition Strategy in the Golden Triangle Consortium of Tourism in Iran

Coopetition in tourism is a positive strategy that can create opportunities for large and small destinations, which ultimately leads to the development of tourism destinations. The main reason for cooperation with competitors among tourism organizations is to achieve a sustainable competitive advantage by integrating resources or the ability to share tourism knowledge in common places. This research was carried out with the aim of evaluating the drivers of the coopetition strategy in the formation of the Golden Triangle Consortium of Tourism in Iran.The statistical sample of this research is consisted of 20 experts who are members of the Golden Triangle Consortium of Tourism in Iran. To achieve the purposes of the research, fuzzy DEMATEL technique was used. The results showed that based on D+R values, the stimulus “expected goals” and “resources and capabilities” with values of 4.19 and 4.08 are known as the most important stimuli in the formation of coopetition strategy. “Expected goals” is the most important driver of coopetition in the formation of the Golden Triangle Consortium of Tourism in Iran, because the members of this consortium seek to take a larger share of the global market in order to maintain their position in international tourism. According to the D-R values, the most effective stimulus can be “technological demand” with a value of -1.13. What has caused the competition between the three provinces in this consortium is trying to get more tourists than each other. According to the results obtained from the DEMATEL technique, it can be claimed that the cooperation and competition among these three cities have made them tend to take this strategy.