Regional Destination Marketing: A Collaborative Approach

Abstract

ABSTRACT. This article explores how small neighboring destinations with limited tourism products and resources can collaborate in marketing their destinations. Based on a critical literature review, a conceptual framework was developed and empirical data was collected via document analysis, a focus group interview as well as in-depth semi-structured interviews with senior executives of three convention and visitors bureaus (CVBs) in Ohio. The research findings suggest that forming partnerships among neighboring destinations is beneficial for all participating CVBs in terms of enhancing product portfolio, cost reduction, and efficiency. However, there can be major challenges in developing and sustaining such long-term partnerships which include differing priorities, different marketing directions, and limited resources. The research findings further suggest that achieving results from such a partnership may take a considerable amount of effort and time. The research findings imply that executives of CVBs need to be informed and educated not only about advantages of forming such partnerships and how they can form such partnerships but also how they can overcome potential challenges together in this endeavor. The research results also suggest that informal working relationships and trust among executives of neighboring CVBs are crucial in forming and maintaining such a partnership. Discussions and implications based on the study results are also provided.

Inter-destination cooperation as a factor of strengthening the competitiveness of a tourism destination

“…Iako brojni autori pridaju veliki značaj međudestinacijskoj saradnji (Hwang, Fesenmaier, 2003;Naipaul et al, 2009;Fiall et al, 2012;Czernek, 2013;Zemla, 2014), ovaj fenomen još nije dublje analiziran. Prema Mariani i Kilanen (Mariani, Kylanen 2012), koopetitivne (coopetition = cooperative competition) strategije i odnosi sve su pogodniji u savremenom ekonomskom okruženju jer omogućavaju turističkim destinacijama da uspostave ravnotežu između saradnje i konkurencije.…”

Improving Tourist Offer Through Inter-Destination Cooperation in a Tourist Region

“…Henderson, 2001;Naipaul et al, 2009;Fiall et al, 2012;Vang et al, 2013;Zemla, 2014), this phenomenon has not yet been analysed in depth, as is the case, for example, with regard to cooperation between the actors within local destinations. Tourist marketing has become the cornerstone for strengthening the position of regions in the global tourist market (Stratigea et al, 2008: 315).…”

“…Such cooperation is undertaken in various forms and it should aided in the realisation of different aims. Naipaul et al (2009) point out that cooperation on a regional level is a very tempting solution for small neighbouring destination with limited tourist product and resources.…”

“…Probably the most significant one being the creation of spatially larger tourist region that is more attractive to tourists (Wang et al, 2013). Apart from that, there are other reasons such as improving product portfolio, cost reduction and increase of market campaign efficiency (Naipaul et al, 2009). According to Fyall et al (2012), inter-destination as well as ISSN 2373-9851 2016 intra-destination cooperation can be observed twofold, as organic or as mediated (by DMO).…”

“…The realisation of all aims is planned by a joint promotion in fairs and similar larger events, which again reduces inter-destination cooperation to a marketing function, which is logical considering the formulation of the purpose of the entire project. Although some authors claim that precisely marketing is the basis of the development of inter-destination cooperation (Naipaul et al, 2009), that cooperation cannot be reduced solely to marketing and especially not if it is not based on modern information technologies and wide possibilities that it offers (see: Stratigea et al, 2008;Del Chiappa & Baggio, 2015).…”