Purpose-The purpose of this study is to analyse the deliberate social media marketing practices of a start-up company. The study aims to measure the effects of these practices (i.e.

Regional tourism development today is often project based. Complex tourism networks are being created and the task of the appointed tourism project managers is to synchronize actors, activities and resources, i.e. to co-ordinate attractions, facilities and transportation. How to manage these multi-level-multi-actor co-operation networks is a task tourism project managers have to master. Co-operation facilitators, factors that help at the outset of co-operation and further facilitate the progress of the co-operation process, have been identified in previous research. A reconciliation of these co-operation facilitators is needed. A preliminary framework of facilitators was therefore first compiled in this article. This framework was then used as an interview guide to gain insight into the content and structure of the cooperation facilitators from the tourism project managers' perspective. The qualitative data collected from the four case studies carried out, gave us a reason to elaborate the framework of co-operation facilitators. The meaning the project managers attribute to the facilitators, the extended framework, and their opinions about how ideal tourism projects should function were used to extract four managerial reflections that tourism project managers need to be aware of.

Purpose The purpose of this study is to elaborate on the management, sources, levels of strength and dynamics of inherent tension in coopetition between small- and medium-sized firms (SMEs). Design/methodology/approach An embedded single-case design is applied in the study. Two manufacturing SMEs in coopetition are studied. The units of analysis are their past dyadic coopetition with other competitors, their present coopetition with each other and their view of possible dyadic coopetition with other partners in the future. Findings This study addresses the call for more research on coopetition and tension dynamics. It gives longitudinal insight into the changes of a coopetitive relationship through the evolution of tension inherently present in the relationship. Furthermore, the results show that a partial separation of the cooperative and competitive dimensions enables entrepreneurs’ integration of a contradictory logic. The successful management of tension also relies on mechanisms for mutual value appropriation, which eventually enhances the ability to embrace contradictions. Originality/value This study contributes to the limited knowledge on tension management by showing how partners in coopetition apply different tension management principles or combinations of principles due to how the tension in the relationship evolves. Furthermore, on a practical level, it introduces a mapping or configuration scheme to identify the sources and levels of strength of inherent tension, enhancing coopetition partners’ ability to monitor their relationship over time.