Towards A Theoretical Framework of Collaborative Destination Marketing

Abstract

Marketing a destination has been a challenging task for many communities that rely on tourism for economic development. Collaborative marketing efforts of the tourism organizations representing the destination provide solutions to this challenge. This article develops an integrative theoretical framework in an attempt to explore the nature and dynamism of collaborative marketing efforts at the destination level. Specifically, a model of collaborative marketing is proposed that integrates the preconditions, motivations, processes, and outcomes of destination marketing alliances and networks based upon theories of interorganizational relations. Implications are provided and discussed from both practical and theoretical perspectives.