Collaborative destination marketing: principles and applications.

Abstract

Abstract This chapter intends to propose a theoretical framework for examining collaborative destination marketing that brings together a diverse range of stakeholders in a concerted effort to market and promote the destination. First, a theoretical framework using an integrative approach for destination marketing is proposed and elaborated; this includes an array of important issues in collaborative destination marketing such as preconditions, motivation, the process and outcomes of collaboration. The chapter further examines the roles and strategies of destination marketing organizations (DMOs) in destination collaboration efforts, followed by an analysis of strategic relationship configurations within the tourism industry in a particular destination and the driving factors for this. The conceptual framework and other extended issues relating to collaborative destination marketing have been developed based on previous theory as well as numerous interviews with convention and visitors bureau (CVB) staff and local tourism businesses at two destinations: Elkhart County in Indiana and Orlando in Florida.