Does expected partner or task related criteria affect how trust and loyalty is developed between tourism firms? This paper poses a model developed on the assumption that well defined partner and task related partner expectations and experienced trust build loyalty between tourism firms. The model provides a more precise assessment for scholars that believe trust is related to the risk associated with personal relationships between two or more firms, and that risk depends on expectations derived from personal relationships. The model also integrates the role of experienced trust in transforming different partner selection criteria into loyalty. The contribution of the model is that it provides insights into cooperative relationships by examining the role of trust between small tourism firms when cooperation is being established. Data from a sample of 99 tourism firms in the Northern U.S. is used to test the model. The findings provide implications for tourism scholars and policymakers interested in developing managerial strategies based on personal relationships.