Collaborative Destination Marketing: A Case Study of A Tri-County Agri-Tourism Destination in Ohio

Keywords

agritourism, collaboration, CVBs, destination marketing organizations, case study, qualitative research

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.

Publication Date

9-9-2009

Original Citation

Naipaul, S., Wang, Y.C., Okumus, F. (2009). Regional Destination Marketing: A Collaborative Approach. Journal of Travel and Tourism Marketing. 26(5&6), 462-481.

Number of Pages

462-481

Document Type

Paper

Language

English

Source Title

Journal of Travel and Tourism Marketing

Volume

26

Issue

5-6

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

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