Collaborative Destination Marketing: Understanding the Dynamic Process

Keywords

tourism marketing, destination marketing, collaboration, conflict management

Abstract

Collaborative initiatives are voluntary arrangements between tourism organizations involved in managing and promoting destinations. In the tourism domain, although collaboration issues have been studied from various perspectives, relatively little research has been conducted on the process of collaborative marketing at the destination level. This study attempts to examine the process of collaboration formation in the context of a destination within the domain of theories of interorganizational relations. The study chooses a destination as a case of investigation with a focus on marketing activities between and among the local tourism industry facilitated by the local destination marketing organization. Implications are discussed from both theoretical and practical perspectives.

Publication Date

11-1-2008

Original Citation

Wang, Y.C. (2008). Collaborative Destination Marketing: Understanding the Dynamic Process. Journal of Travel Research 47(2), 151-166.

Number of Pages

151-166

Document Type

Paper

Language

English

Source Title

Journal of Travel Research

Volume

47

Issue

2

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

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