Collaboration Between CVB and Local Community in Destination Marketing: CVB Executives' Perspective

摘要: ABSTRACT Using collaborative relationships to generate sustainable strategy is becoming a key paradigm in destination marketing practice and literature. However, there has been insufficient empirical research dealing with this issue. This paper examines Convention Visitors Bureau (CVB) executives' attitudes toward collaboration stakeholders assessment of performance levels the various community entities. Key attitudinal variables were identified through literature review previous area interorganizational collaboration. Quantitative data collected Web survey CVB executives who have Destination Marketing Association International (DMAI) membership. The results reveal that varying degree efforts between CVBs Consistently, appear attach highest level importance collaborating tourism industry, whic...