Collaborative Marketing in a Regional Destination: Evidence from Central Florida

Keywords

collaboration, regional destination marketing, tourism marketing

Abstract

This paper aims to explore a collaborative approach to regional destination marketing. Research questions were constructed for empirical data collection via documentary analysis and semistructured interviews with senior executives of destination marketing organizations (DMOs) in the Central Florida region. The research findings suggest that collaboration among DMOs is beneficial in terms of cost reduction and market penetration. Several issues emerge as inhibiting factors to their collaborative destination marketing efforts. Discussions and implications are provided both from a theoretical and practical perspective on the basis of the findings of the study.

Publication Date

2-17-2012

Original Citation

Wang, Y. Hutchinson, J. Okumus, F. & Naipaul, S. (2013). Collaborative Marketing in a Regional Destination: Evidence from Central Florida. International Journal of Tourism Research. 15 (3), 285-297.

Number of Pages

285-297

Document Type

Paper

Language

English

Source Title

International Journal of Tourism Research

Volume

15

Issue

3

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

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