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Coopetition for Destination Marketing: The Scope of Forging Relationships with Competitors

Tourism Planning and Destination Marketing

ISBN: 978-1-78756-292-9, eISBN: 978-1-78756-291-2

Publication date: 29 November 2018

Abstract

This chapter focuses on the coopetition features of tourism and specifically of tourism destinations. Because of the typical features of tourism destinations, coopetition might be a particularly important theme in the literature on tourism. However, the number of tourism studies that have focused on, or at least mentioned, coopetition is surprisingly small. Regarding tourism destinations, co-location causes different forms of coopetition situations, which are not very common in geographically diffused industries. Furthermore, the basic idea of one joint tourism product, such as the experiences of a tourist in a tourism destination, forces the (competing) suppliers of services in the resort to cooperate. Co-location causes a situation in which the competing firms in the area have joint branding and marketing activities. Destination marketing organisations are an important form of coopetition activities in tourism. In addition to co-location, seasonality is one of the specific features of coopetition in tourism destinations. This study combines the outcomes of several publications and other empirical materials about coopetition in tourism.

Keywords

Citation

Rusko, R. (2018), "Coopetition for Destination Marketing: The Scope of Forging Relationships with Competitors", Camilleri, M.A. (Ed.) Tourism Planning and Destination Marketing, Emerald Publishing Limited, Bingley, pp. 75-98. https://doi.org/10.1108/978-1-78756-291-220181004

Publisher

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Emerald Publishing Limited

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