Collaborative Marketing in a Regional Destination: Evidence from Central Florida
DOI Link
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
Copyright Status
Unknown
Copyright Date
2013
College
Rosen College of Hospitality Management
Location
Rosen College of Hospitality Management
STARS Citation
Wang, Youcheng; Hutchinson, Joe; Okumus, Fevzi; and Naipaul, Sandra, "Collaborative Marketing in a Regional Destination: Evidence from Central Florida" (2012). Faculty Scholarship and Creative Works. 214.
https://stars.library.ucf.edu/ucfscholar/214