Collaboration among key players is a fundamental ingredient in sustainable development
efforts. To this end, this article discusses stakeholder theory and its application as a
normative planning model, and introduces the relationship/transaction strategy continuum as
a tool for applying this theory in development. In this application, planning authorities are
directed to identify and proactively consider the transaction vs relationship orientations of key
stakeholders. Congruency across this orientation increases the likelihood of collaboration in
service delivery. In presenting case instances of tourism efforts, the application of the proposed
stakeholder orientation matrix is illustrated. The article concludes with market segmentation
strategies designed to promote alignment of the stakeholder orientations.