[Note: Correction added on 09 March 2012 after first publication online on 17 February 2012. The names of the authors have been corrected in this version of the article to reflect the correct order of first/family names.]
Collaborative Marketing in a Regional Destination: Evidence from Central Florida
Version of Record online: 17 FEB 2012
Copyright © 2012 John Wiley & Sons, Ltd.
International Journal of Tourism Research
Volume 15, Issue 3, pages 285–297, May/June 2013
How to Cite
Wang, Y., Hutchinson, J., Okumus, F. and Naipaul, S. (2013), Collaborative Marketing in a Regional Destination: Evidence from Central Florida. Int. J. Tourism Res., 15: 285–297. doi: 10.1002/jtr.1871
- Issue online: 18 APR 2013
- Version of Record online: 17 FEB 2012
- Manuscript Accepted: 16 JAN 2012
- Manuscript Revised: 19 DEC 2011
- Manuscript Received: 13 JUN 2011
- regional destination marketing;
- tourism marketing
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.