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| Author: | Reid, L.J. Smith, S.L.J. McCloskey, R. |
| Title: | The effectiveness of regional marketing alliances: A case study of the Atlantic Canada Tourism Partnership 2000-2006 |
| Journal: | Tourism Management
2008 : JUN, VOL. 29:3, p. 581-593 |
| Index terms: | tourism marketing strategy alliances canada |
| Language: | eng |
| Abstract: | In tourism marketing, strategic alliances have become a common strategy. Strategic alliances take many different forms and operate with different objectives. However, alliances are often created without realistic expectations, clear operating procedures or objective criteria by which to evaluate success. The Atlantic Canada Tourism Partnership is a tourism marketing alliance that has been successfully created and operated for many years. The paper reviews this specific alliance. The main role of the partnership is to promote Atlantic Canada in the US and selected overseas markets. |
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