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
Copyright Status
Unknown
Copyright Date
2008
College
Rosen College of Hospitality Management
Location
Rosen College of Hospitality Management
STARS Citation
Wang, Youcheng, "Collaborative Destination Marketing: Roles and Strategies of Convention and Visitors Bureau" (2008). Faculty Scholarship and Creative Works. 212.
https://stars.library.ucf.edu/ucfscholar/212