Collaborative Marketing in a Regional Destination: Evidence from Central Florida

    Authors

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

    Comments

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    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

    Language

    English

    First Page

    285

    Last Page

    297

    WOS Identifier

    WOS:000318049600006

    ISSN

    1099-2340

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