In recent years, nature- and activity-based forms of tourism have gained increasing importance. This is of great significance for many developing countries, as the scenery for this tourism is often found in peripheral regions. Yet, despite the importance of the tourist industry not much is known about the way firms cooperate in special tourism value chains. Building upon several value chain concepts, we argue that an elaborated conceptualisation of power and power resources as well as the role of quality conventions merit deeper recognition. Concentrating on these two aspects, we then have a closer look at the Moroccan trekking tourism that serves as an example to reveal asymmetric dependencies and the importance of reputation as the central resource for power.