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Collaborative Marketing in a Regional Destination: Evidence from Central Florida
Author(s) -
Wang Youcheng,
Hutchinson Joe,
Okumus Fevzi,
Naipaul Sandra
Publication year - 2012
Publication title -
international journal of tourism research
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.155
H-Index - 58
eISSN - 1522-1970
pISSN - 1099-2340
DOI - 10.1002/jtr.1871
Subject(s) - destination marketing , tourism , marketing , perspective (graphical) , business , destination management , marketing research , empirical evidence , destinations , geography , computer science , artificial intelligence , philosophy , archaeology , epistemology
ABSTRACT This paper aims to explore a collaborative approach to regional destination marketing. Research questions were constructed for empirical data collection via documentary analysis and semistructured interviews with senior executives of destination marketing organizations (DMOs) in the Central Florida region. The research findings suggest that collaboration among DMOs is beneficial in terms of cost reduction and market penetration. Several issues emerge as inhibiting factors to their collaborative destination marketing efforts. Discussions and implications are provided both from a theoretical and practical perspective on the basis of the findings of the study. Copyright © 2012 John Wiley & Sons, Ltd.