Regional Destination Marketing: A Collaborative Approach

摘要: 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, conceptual framework was developed empirical data collected via document analysis, focus group interview as well in‐depth semi‐structured interviews senior executives of three convention visitors bureaus (CVBs) Ohio. The research findings suggest that forming partnerships among is beneficial for all participating CVBs terms enhancing product portfolio, cost reduction, efficiency. However, there be major challenges developing sustaining such long‐term which include differing priorities, different directions, resources. further achieving results from partnership may take considerable amount effort time. imply need to ...