Collaborative Destination Marketing: Roles and Strategies of Convention and Visitors Bureau

Keywords

collaboration, convention and visitors bureaus, destination marketing

Abstract

The development and marketing of tourism destinations has increasingly focused on collaboration and community approach in which convention and visitors bureaus (CVBs) are playing important roles in coordinating marketing activities and developing desired image of the destination in the marketplace. However, the fulfillment of the CVB's destination marketing role has been challenged by a number of issues related to governance and positioning. Taking a case study approach, this study attempts to understand the roles and strategies of CVBs in collaborative destination marketing and assess the collaborative marketing relationships and activities between the CVB and local tourism businesses. Discussions and implications are provided based on the study results.

Publication Date

7-1-2008

Original Citation

Wang, Y.C. (2008). Collaborative Destination Marketing: Roles and Strategies of Convention and Visitors Bureau. Journal of Vacation Marketing, 13(3), 187-203.

Number of Pages

191-209

Document Type

Paper

Language

English

Source Title

Journal of Vacation Marketing

Volume

14

Issue

3

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

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