Marketingové partnerství v řízení destinace

Title in English Collaborative marketing in destination management
Authors

ŠAUER Martin

Year of publication 2015
Type Article in Proceedings
Conference XVIII. mezinárodní kolokvium o regionálních vědách
MU Faculty or unit

Faculty of Economics and Administration

Citation
Doi http://dx.doi.org/10.5817/CZ.MUNI.P210-7861-2015-91
Field Management and administrative
Keywords Destination marketing; collaboration; legitimacy
Description This article deals with the issue of cooperation in the field of destination marketing activities. It introduces several theoretical approaches to illustrate the necessity of collaboration among various stakeholders in a destination. The mutual collaboration can follow either community- or corporate-based models. The text also looks closely on microeconomic reasons that make governments interfere in destination marketing processes. Eventually, the above mentioned theoretical grounds are tired and tested on the model of Swiss tourism.
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