Title

REGIONAL DESTINATION MARKETING: A COLLABORATIVE APPROACH

Authors

Authors

S. Naipaul; Y. C. Wang;F. Okumus

Comments

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Abstract

This article explores how small neighboring destinations with limited tourism products and resources can collaborate in marketing their destinations. Based on a critical literature review, a conceptual framework was developed and empirical data was collected via document analysis, a focus group interview as well as in-depth semi-structured interviews with senior executives of three convention and visitors bureaus (CVBs) in Ohio. The research findings suggest that forming partnerships among neighboring destinations is beneficial for all participating CVBs in terms of enhancing product portfolio, cost reduction, and efficiency. However, there can be major challenges in developing and sustaining such long-term partnerships which include differing priorities, different marketing directions, and limited resources. The research findings further suggest that achieving results from such a partnership may take a considerable amount of effort and time. The research findings imply that executives of CVBs need to be informed and educated not only about advantages of forming such partnerships and how they can form such partnerships but also how they can overcome potential challenges together in this endeavor. The research results also suggest that informal working relationships and trust among executives of neighboring CVBs are crucial in forming and maintaining such a partnership. Discussions and implications based on the study results are also provided.

Journal Title

Journal of Travel & Tourism Marketing

Volume

26

Issue/Number

5-6

Publication Date

1-1-2009

Document Type

Article

First Page

462

Last Page

481

WOS Identifier

WOS:000284827300002

ISSN

1054-8408

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