Title

Collaborative Marketing in a Regional Destination: Evidence from Central Florida

Authors

Authors

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

Comments

Authors: contact us about adding a copy of your work at STARS@ucf.edu

Abbreviated Journal Title

Int. J. Tour. Res.

Keywords

collaboration; regional destination marketing; tourism marketing; TOURISM; PERFORMANCE; NETWORKS; Hospitality, Leisure, Sport & Tourism

Abstract

This paper aims to explore a collaborative approach to regional destination marketing. Research questions were constructed for empirical data collection via documentary analysis and semistructured interviews with senior executives of destination marketing organizations (DMOs) in the Central Florida region. The research findings suggest that collaboration among DMOs is beneficial in terms of cost reduction and market penetration. Several issues emerge as inhibiting factors to their collaborative destination marketing efforts. Discussions and implications are provided both from a theoretical and practical perspective on the basis of the findings of the study. Copyright (c) 2012 John Wiley & Sons, Ltd.

Journal Title

International Journal of Tourism Research

Volume

15

Issue/Number

3

Publication Date

1-1-2013

Document Type

Article

DOI Link

http://dx.doi.org/10.1002/jtr.1871

Language

English

First Page

285

Last Page

297

WOS Identifier

WOS:000318049600006

ISSN

1099-2340

Recommended Citation

"Collaborative Marketing in a Regional Destination: Evidence from Central Florida" (2013). Faculty Bibliography 2010s. 4838.
https://stars.library.ucf.edu/facultybib2010/4838