Collaborative Destination Marketing: A Case of Northern Indiana, USA

Keywords

Destination marketing, Collaboration, Alliances and networks, Convention and visitors bureau

Abstract

The fragmented nature of the tourism industry requires a substantial degree of coordination and collaboration among the variety of different players in destination marketing. However, the studies on partnerships and collaboration have taken very narrow perspectives of cooperation relationships and therefore, none of them individually can explain the nature of marketing alliances and networks among tourism organizations. Based upon the results of previous research and a case study of Elkhart County, Indiana, this paper proposes a more integrative theoretical framework in an attempt to better describe and explain the nature and dynamism of collaborative destination marketing. The implications of this framework are provided from both practical and theoretical perspectives.

Publication Date

3-29-2006

Original Citation

Wang, Y. C., and Fesenmaier, D. R. (2007). Collaborative Destination Marketing: A Case of Northern Indiana, USA. Tourism Management, 28(3), 863-875

Number of Pages

863-875

Document Type

Paper

Language

English

Source Title

Tourism Management

Volume

28

Issue

3

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

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