Identification of Business Model Complementarity and the Factors that Determine it in the Klaipeda City Incoming Tourism

The main goal of this research was to determine the complementarity of the business models of the investigated enterprises and the factors determining it in the Klaipeda city (Lithuania) incoming tourism. Research was based on the methodological approach of the qualitative research (the phenomenological case study). Data of the research were obtained by using the instrument of partially structured expert interview. As the results of the research, the concept of business model complementarity and the factors that determine it in the tourism business was theoretically analysed; the conceptual model of business model complementarity and the factors that determine it in the incoming tourism was identified, analysed in practice and presented as well. The research results can be used in several practical fields of activities: the obtained results allow to strengthen managerial impact to the creation and development of the potential partnerships; the research methodology is easily adaptable for the determination of business model complementarity of companies that operate in other business systems and prepared research instrument can be considered as a diagnostic tool for inter-organisational relations, it can be used to determine and evaluate the complementarity of company business models in various business systems.