Selecting franchise partners: Tourism franchisee approaches, processes and criteria

This paper identifies and evaluates the partner selection approaches, processes and criteria use by tourism franchisees to select their franchisor partners. A qualitative study of a sample of Turkish franchisees identifies the partner selection criteria and two distinct approaches used to select franchisor partners. The study contributes to our understanding of franchisee partner selection by demonstrating how the selection criteria, approaches and processes impact on franchisee satisfaction post contract signature. In addition, a framework that depicts the relationship between the criteria, approaches and processes is developed from the study. The study yields a number of implications particularly for prospective franchisees interested in joining a franchise network.

► This paper responds to calls for research on tourism franchisee partner selection.
► A qualitative study of a sample of Turkish franchisees identifies two distinct approaches used to select partners.
► It identifies processes and criteria used by franchisees to select their franchisor partners.
► It reveals how the processes and the selection criteria employed differ in each approach.
► A framework of franchisee partner selection is developed and the implications of the study for franchisees identified.