Year: 2016
Type: article
Abstract: Facing strong competitiveness and increasing stagnation in alpine tourism, innovative marketing strategies are becoming more important than ever. This abstract presents the case of an alpine destination striving for a successful turn-over through collaborative marketing campaigns. These marketing activities are not only built on top of an innovative technological platform, but are paired with building knowledge of the Destination Marketing Organization (DMO) and the service providers as well as a change process in order to enhance cooperation between the different actors. The conceptual framework derived from the case study approach offers new insights for the implementation of collaborative online marketing activities in an alpine destination. On this basis, key success factors and preconditions for the effective management of the collaborative marketing approach are discussed from theoretical and practical perspectives.
Language: English
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2437475482