Towards A Theoretical Framework of Collaborative Destination Marketing

Keywords

Destination marketing, collaboration, alliances, networks

Abstract

Marketing a destination has been a challenging task for many communities that rely on tourism for economic development. Collaborative marketing efforts of the tourism organizations representing the destination provide solutions to this challenge. This article develops an integrative theoretical framework in an attempt to explore the nature and dynamism of collaborative marketing efforts at the destination level. Specifically, a model of collaborative marketing is proposed that integrates the preconditions, motivations, processes, and outcomes of destination marketing alliances and networks based upon theories of interorganizational relations. Implications are provided and discussed from both practical and theoretical perspectives.

Publication Date

8-1-2007

Original Citation

Wang, Y. C., and Xiang, Z. (2007). Towards A Theoretical Framework of Collaborative Destination Marketing. Journal of Travel Research (SSCI journal), 46(1), 75-85.

Number of Pages

75-85

Document Type

Paper

Language

English

Source Title

Journal of Travel Research

Volume

46

Issue

1

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

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