Towards a Theoretical Framework of Collaborative Destination Marketing: A Case Study of Elkhart County, Indiana
Wang, Youcheng
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https://hdl.handle.net/2142/86004
Description
Title
Towards a Theoretical Framework of Collaborative Destination Marketing: A Case Study of Elkhart County, Indiana
Author(s)
Wang, Youcheng
Issue Date
2004
Doctoral Committee Chair(s)
Daniel Fesenmaier
Department of Study
Recreation, Sport and Tourism
Discipline
Recreation, Sport and Tourism
Degree Granting Institution
University of Illinois at Urbana-Champaign
Degree Name
Ph.D.
Degree Level
Dissertation
Keyword(s)
Business Administration, Marketing
Language
eng
Abstract
Destination marketing has been a challenging task for most of the tourism organizations representing the destination owing to the fragmented nature of the tourism stakeholders who are involved in the marketing efforts, and collaborative marketing could provide solutions to this challenge. Despite the potential advantages of collaborative destination marketing, adequate attention has not been given to this field of study, either from a practical or theoretical perspective. This study is an attempt to explore the nature and dynamism of collaborative marketing efforts in a destination using a case study approach. Specifically, the study goal is achieved through examining the preconditions, motivations, processes, and outcomes of destination marketing alliances and networks within the domain of theories of interorganizational relations. Efforts have been made for developing a theoretically informed framework for examining tourism marketing alliances that brings together a diverse range of stakeholders in their concerted efforts to conduct tourism marketing activities. Implications are also provided and discussed from both practical and theoretical perspectives.
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