Cooperative marketing in the accommodation subsector: Southeastern Mediterranean perspectives

Abstract

This article examines the concept of cooperative marketing and reviews the wider range of elements that constitute cooperative marketing. Subsequently, the article considers its potential for small- and medium-sized hotels (SMHs) in Cyprus, Greece, and Turkey, and suggests strategies that might stimulate such cooperation. Finally, the article concludes with the implications of cooperative marketing for tourism destinations in general. It is expected that this analysis will help to explore the possibilities of cooperative marketing in the hotel subsector within the limits of the local economies, as well as offering lessons for other countries in the Mediterranean region. © 2000 John Wiley & Sons, Inc.