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This chapter identifies issues in the development and marketing of culinary tourism experiences with the goal of determining the value of collaborative forms of product development and marketing.

A literature review examines approaches to marketing of culinary experiences identifying a gap in the study of collaborative approaches such as networking, partnering, and alliances. A case study investigates these themes.

Through the analysis of an in-depth case study of an experiential culinary tourism event in a small city in Eastern Canada (a Restaurant Week) it is determined that informal collaboration in the form of partnership is essential to building and marketing collaborative culinary tourism products and experiences.

This investigation has value for academics studying culinary tourism development and for practitioners implementing collaborative forms of the development and marketing of such tourism offerings and experience.

In the context of culinary tourism, a case study illustrates the value of collaboration in developing and marketing experiential culinary products. Findings indicate informal collaborative partnerships are essential to building and marketing culinary tourism products and experiences, addressing a gap in the literature and providing value for practitioners.

This paper seeks to propose a new framework for the marketing planning process that is better adjusted to the modern operational environment, with particular emphasis on the exploitation of collaborative “company networks” in optimising the potential of the plan.

A review of the academic literature of marketing planning, three participant‐observation case studies and a focus group, the latter two in Brazil, provided the conceptual input for a very detailed stepwise model for marketing planning in a network environment.

The new model, including its focus on collaborative action, earned considerable support among participants in the second and third phases of the research. The plan itself was found to be applicable in practice. Obstacles to the achievement of collaborating networks were identified, and solutions are proposed.

The study proposes and tentatively tests a systematic, sequential framework for marketing planning. It also casts light on networks and working relationships from an unusual angle, which may be transferable to other contexts. Suggestions for further research mainly concern the application and testing of the new model in practice. Limitations concern the representativeness of the case‐study and focus‐group respondents, and the timescale.

The major managerial implication of this research study is the planning instrument it proposes and, tentatively, tests. It holds the promise of more making marketing budgets work harder, via more systematic planning and exploitation of the power of networks.

The proposed model differs from other marketing planning frameworks in treating the company to which it is applied as member of a network, not an individual. The study took place in a very large “second‐world” economy, a setting very different from those in which conventional marketing plans have been proposed and applied.

The purpose of this paper is to analyse the individual’s experience during the use of Pinterest in a marketing learning process. This experience is a fundamental starting point from which to develop marketing learning processes that flow naturally. Thus, it is necessary to examine the components that determine the individual’s experience and to explore consequences such as collaborative learning and marketing learning performance.

To conceptualise the individual’s experience, this study focuses on her/his state of cognitive absorption (CA) and establishes a second-order formative structure made up of five components: heightened enjoyment, curiosity, control, temporal dissociation and focused immersion. The model is estimated with partial least squares modelling, using SmartPLS 2.0 software.

The results confirm the significant weights of the components, with the exception of focused immersion, and support the influence of overall CA on the proposed outcomes. They also confirm that collaborative learning exerts a positive influence on the individual’s performance.

This study makes three contributions. First, it holistically examines the individual’s experience during marketing learning and the importance of its constituent components. Second, it establishes what the consequences of the marketing learning experience are, taking into account both social and individual factors, that is, collaborative learning and individual performance. Third, Pinterest is proposed as a social network with great potential in marketing learning. It is a well-known network which includes very interesting features for learning contexts. Nevertheless, it has been little studied in research.

El objetivo de la presente investigación es analizar la experiencia del individuo durante el uso de Pinterest en un proceso de aprendizaje de marketing. Este experiencia es un punto de partida fundamental para que el proceso de aprendizaje de marketing se desarrolle de manera fluída. Así, es preciso examinar los componentes que determinan la experiencia del individuo y explorar las consecuencias, como por ejemplo, el aprendizaje colaborativo y los resultados del aprendizaje de marketing.

Con el objeto de conceptualizar la experiencia del individuo, este studio centra su atención en la absorción cognitiva (AC) y propone una estructura formativa de segundo orden compuesta por cinco componentes: mayor disfrute, curiosidad, control, disociación temporal e inmersión enfocada. El modelo es estimado mediante el uso de Modelización de Mínimos Cuadrados Parciales, empleando el software SmartPLS 2.0.

Los resultados confirman el significativo peso de los componentes, con la excepción de la inmensión enfocada, y apoya la influencia de la AC general sobre las consecuencias propuestas. Estos resultados también confirman que el aprendizaje colaborativo tiene una influencia positiva sobre los resultados del individuo.

Este estudio ofrece tres contribuciones. En primer lugar, se examina de manera holística la experiencia del individuo durante el aprendizaje de marketing y la importancia de sus componentes. En segundo lugar, se establece cuales son las consecuencias de la experiencia de aprendizaje de marketing, teniendo en cuenta factores sociales e individuales, es decir, aprendizaje colaborativo y resultados individuales. En tercer lugar, se propone a Pinterest como una red social con un gran potencial en el aprendizaje de marketing. Se trata de una conocida red que incluye interesantes características para los contextos de aprendizaje. A pesar de ello, ha sido escasamente estudiada por los investigadores.

Experiencia, Absorción cognitiva, Pinterest, Resultados de aprendizaje de marketing, Redes sociales

Artículo de investigación

The purpose of this paper is to operationalise the collaborative cross-border innovation process employed by multinational corporations in their effort to penetrate new markets.

The paper is based on the case study of a leading European telecommunications group (OPERACOM). Methodologically it relies on 32 interviews, observation and secondary data analysis, and is theoretically founded on an extensive (mostly narrative and partly meta-synthetic) literature review.

The findings show that two new activities merit inclusion in the collaborative cross-border innovation process: strategic marketing anticipation and pre-opportunity studies. In this context, three strategic marketing levers are elucidated: subsidiaries’ knowledge integration, communication/coordination mechanisms, and collaboration-governance; interrelating on the way the activities and elements comprising the breadth and depth of the process’ continuum.

These stem from and are inherent to the very nature of the research (case study), which proscribes generalisations. Additionally, the research’s long-term span subjects the results to some inevitable potential temporal distortions.

The research findings, owing to their detailed and activity-specific disposition, constitute a case prototype towards further and/or corresponding application to organisations of this and/or other industries; presenting executives with an existing and market-tested positive paradigm of the innovation aspect of the collaborative market-entry mechanism.

Carrying significant scholarly and executive value, the research substantially and specifically enhances the understanding of innovation as an integral part of the internationalisation process, describing and prescribing explicit processes and actions throughout the horizontal and vertical organisational axes.

The purpose of this article was to explore why small wine producers in one of Australia’s premium wine regions engage in horizontal networking within both their sub-regions and at a state-wide level. The benefits of these formal network relationships are investigated from a collaborative marketing perspective.

Qualitative data were collected via in-depth, semi-structured interviews with 33 wine producers. Industry informant interviews and secondary data collection enabled triangulation of the research findings.

Overall the study found that producers join horizontal networks for commercial, social and strategic reasons. These motivations evolve over time as the owner/managers gain experience and presence in the region. Horizontal networks assist regions to build goodwill and industry norms, and share knowledge. Such social capital encourages collaboration among wineries and enables networks to effectively pursue shared objectives. Horizontal networks at a sub-regional level also play a key role in establishing and promoting wine tourism.

The paper shows how horizontal wine networks develop over time and the key motivations for membership. Those looking to establish networks can benefit from knowledge of the key drivers which influence and enhance participation.

To date most network studies in the sector have focused on informal relationships between wineries, or networks and clusters comprising firms vertically integrated in the supply chain. The paper contributes to understanding why small wine producers join horizontal networks and examines how collaborative marketing can assist boutique and developing wine regions to increase the competitiveness and market penetration of their products.

The purpose of this paper is to understand the business relationships among the tourism industry stakeholders in conducting collaborative destination marketing activities.

This research takes a case study approach by focusing on the investigation of the business relationships among tourism industry stakeholders in Elkhart County, Indiana. Interviews with five staff members from the Elkhart County Convention and Visitors Bureau as well as 32 tourism industry representatives were conducted in order to answer the research questions.

The interview results indicate that different relationships of cooperation, competition and coopetition coexist among the tourism stakeholders. Four cooperative relationships with various degrees of formalization, integration, and structural complexity are involved. In addition, four factors have been identified as affecting this relationship configuration. The perceived relationship between cooperation and competition was also found to be vital with reference to the marketing of a destination.

Given the exploratory nature and case study approach of the research, caution is required in interpreting the results of the study, particularly in generalizing the study results to other destinations.

The paper provides practical implications to tourism businesses in their efforts to collectively market their destination, particularly in relation to how they balance the relationship between cooperation and competition, individual benefits and common benefits in order to achieve success for both the destination and their individual businesses.

The study explores structural devices designed to enhance collaboration between sales and marketing groups. The paper aims to develop a conceptual framework of how such integrative devices link to higher levels of sales‐marketing collaboration and also to higher levels of business performance.

A total of 20 in‐depth interviews and a review of the literature are used to examine the nature and effects of sales‐marketing integrative devices in UK consumer packaged goods firms.

The study identifies two main types of integrative device in operation: trade marketing and category management. The exploratory interviews highlight how these two types of integrative device operate, respectively, at operational and strategic levels. All of the organisations were found to operate some kind of integrative device. However, the organisations studied manifest different levels of collaboration between sales and marketing groups. The conclusion drawn from this and subsequently included in the conceptual framework is that it is the effectiveness of integrative devices, rather than their mere existence, that differentiates between higher and lower levels of sales‐marketing collaboration.

The effectiveness of sales‐marketing integrative devices appears to have positive effects for collaborative sales‐marketing intergroup relations. The results therefore support the development and effective use of such devices to enhance collaborative relations between sales and marketing.

This study reveals the importance and dimensions of effective sales‐marketing integrative devices and uses in‐depth interviews to support the development of a conceptual framework for future empirical testing. Specific hypotheses to test are developed, together with suggestions regarding the measurement of constructs.

The success of tourism destinations is in many cases measured from a competitive advantage perspective, not from a collaborative advantage perspective, which limits the possibilities of destination marketing in a collaborative cross-border context. Currently, the marketing efforts of Victoria Falls are highly fragmented as each country promotes the attraction separately. The purpose of this paper is to explore the cross-border destination marketing possibilities and realities of Victoria Falls from a demand and supply side perspective.

A quantitative approach was applied in this study, with two separate surveys being conducted. Data for the demand side were collected by means of a questionnaire that was distributed by fieldworkers, while data for the supply side were collected online. The data were analysed using descriptive statistics, factor analyses and one-way analysis of variance.

Five specific tourist motivations for visiting Victoria Falls were identified using demand data, of which sightseeing and destination attributes were the most important. Significant differences were found for tourists’ cross-border experiences using different border access points. Using supply data, challenges and opportunities of cross-border marketing were analysed. The most important opportunity was identified as cooperation, while the key challenges were economic and policy related. It is important to see the bigger picture and how cooperation can benefit both countries, which is unfortunately not currently the case for Zambia and Zimbabwe.

There is a need for tourism destinations to shift from competition-based strategies to collaboration-based strategies in order to be successful. Cross-border marketing requires that each country understands tourists’ motivations and experiences. For Zambia and Zimbabwe to increase their tourist arrivals, income and investment opportunities, both countries must move away from isolating their marketing efforts of Victoria Falls. It is important to look beyond the individual benefits for each country and focus on the combined benefits. The challenges identified in this study must be addressed if Zambia and Zimbabwe’s cross-border marketing of Victoria Falls is to be effective. The integration of demand and supply views is thus critical for cross-border marketing to be effective and successful.

Research on cross-border destination marketing of shared border attractions is limited. With regard to Victoria Falls, such research has never been explored in an academic context. This study has value for destination marketers of Zambia and Zimbabwe, especially for attractions that are shared between their borders such as Victoria Falls and Kariba Dam. Additionally, the study has implications for attractions that are shared across the borders of southern African countries like Zimbabwe, South Africa and Mozambique, as well as other attractions shared between borders in the global context.

This paper aims to focus on online hospitality platforms in the collaborative consumption environment. In particular, this paper investigates the impact of trust on the obtainers’ intentions to “inquire about accommodations” and to “request a booking” on Airbnb.com.

This paper takes the perspective of a potential renter, respectively, obtainer and adopts Gefen’s (2000) research model, which incorporates familiarity and trust in the e-commerce industry. In this regard, the paper extends the work on two-sided markets of Mittendorf (2016-2017). To verify the modified research model, a survey was conducted, gathering results from over 426 participants of which 255 valid responses from the Millennials generation were obtained. This paper uses covariance-based structural equation modeling to analyze both measurement and structural relationships regarding the interaction framework.

The results show empirical evidence that both “trust in the intermediary” and “trust in providers” are decisive for the obtainers’ intentions on the online platform. In this regard, this paper advances the understanding of the collaborative consumption mechanisms by adapting trust literature to validate the obtainers’ intentions on contemporary collaborative consumption platforms.

While the unit of analysis of prior research comprises the general intention to share, this paper empirically validates a more deliberate decision of user intentions by focusing on the intention to inquire about accommodations (no registration necessary) and the intention to request a booking (registration necessary). However, this study is dependent on one setting and it is still unclear whether the results are generalizable to other collaborative consumption setups.

This paper is in line with the work of Mittendorf (2016-2017), thus, it uses a sophisticated statistical approach to analyze trust in the collaborative consumption environment, such as confirmatory factor analysis and structural equation modeling.

Observes that there has been considerable recent interest in evolving forms of network organizations, and notes the suggestion that organizations are developing increasingly fuzzy external boundaries as ongoing relationships with external subcontractors are developed. Identifies a number of network models that have been proposed which combine systems theory, resource dependency theory and strategic contingencies theory, but notes there has been little empirical analysis of the effects of an organization’s external relationships on its internal relationships, or vice versa. Summarizes briefly recent theoretical developments in the network literature and then reports on a case study analysis of a number of public‐private sector tourism marketing collaborative organizations. Looks at the reasons why public and private sector organizations collaborate to market a local tourism destination and the benefits that can be obtained from this process when compared to in‐house marketing. Concludes that the organizations studied had developed structures and processes which had the characteristics of an emerging network organization.