search query: @author Naipaul, S. / total: 2
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| Author: | Naipaul, S. Wang, Y. Okumus, F. |
| Title: | Regional destination marketing: a collaborative approach |
| Journal: | Journal of Travel & Tourism Marketing
2009 : VOL 26:5-6, p. 462-481 |
| Index terms: | case studies qualitative research tourism co-operation marketing USA |
| Language: | eng |
| Abstract: | The purpose of the paper is to investigate how small neighboring destinations can benefit from marketing collaboration with each other. The authors build a conceptual framework and collect data for the study from executives of convention and visitors bureaus (CVBs) in Ohio, USA, using document analysis and both in-depth and focus group interviews. The results suggest that CVB collaboration affects positively on product portfolio, cost reduction and efficiency. However, in order to gain the benefits, executives must also be educated to overcome challenges in these relationships. |
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