Integrating frameworks for evaluating tourism partnerships: An exploration of success within the life cycle of a collaborative ecotourism development effort

Abstract

Partnerships and collaborations have been promoted as an effective economic development strategy within the recreation and tourism fields for several decades, particularly in rural areas. In turn, researchers have developed criteria for success, identified the stages and phases of collaborative processes, and proposed a “life cycle” of partnerships. Case studies of tourism partnerships have been explored in multiple countries (e.g., Australia, Canada, Kenya, Peru, United Kingdom, United States) and in multiple contexts (e.g., marketing, planning, policy networks). However, nearly all studies have been conducted in areas where tourism was previously established and most studies only examine success through the lens of one evaluative framework. In this study, we examine two frameworks—specifically, Wondolleck and Yaffee’s (2000) set of eight lessons to making collaboration work and Caffyn’s (2000) tourism partnership life cycle model—in the context of a rural area abundant in natural and cultural resources but unable to capture significant tourism revenue. This case study of the Tyrrell County Ecotourism Committee in eastern North Carolina, United States demonstrates the advantage of integrating multiple evaluative lenses and highlights the challenges of partnerships with limited structure and narrow vision. Furthermore, this case study documents the difficulties rural areas face when competing with nearby established destinations. Management ImplicationsDespite the prevalence of partnerships for tourism development, collaborative efforts are not always apanacea. Collaborative efforts for ecotourism development have a life cycle, require certain elements to be successful, and need to be evaluated throughout their duration. Tourism managers need to recognize the limitations of partnerships, particularly in rural areas where destination marketing is insufficient for developing a robust ecotourism economy