Exploring Collaborative Marketing Strategies for Sustainable Growth in Tea Tourism: A Systematic Literature Review
Year: 2025
Type: review
Study design: Systematic Review
Abstract: Purpose -This paper investigates how collaborative marketing strategies shape the tea tourism industry, promote sustainable development, and improve destination competitiveness.It addresses gaps in the literature by offering detailed insights into the role of collaborative marketing as part of industry development, sustainable practices, and destination appeal.Methodology -A systematic literature review of 52 peer-reviewed articles was conducted, including 42 written on tea tourism between 2006 and 2024 and 10 on market orientation theory dating from 1990-2022.Key themes and findings were identified and analyzed to understand the impact of collaborative marketing strategies.Findings and implications -The research highlights the pivotal role of collaborative efforts within the Destination Marketing System (DMS) framework and market-oriented approaches in tea tourism.It identifies a gap in the application of market-driving or collaborative Sažetak Svrha U radu se istražuje kako kolaborativne marketinške strategije oblikuju industriju čajnog turizma, promiču održivi razvoj i poboljšavaju konkurentnost destinacije.Popunjavaju se istraživački jazovi u literaturi ponudom detaljnih uvida u ulogu kolaborativnog marketinga unutar razvoja industrije, održivih praksi i privlačnosti destinacije.Metodološki pristup Proveden je sustavni pregled literature koji je obuhvatio 52 recenzirana članka uključujući 42 o čajnom turizmu u razdoblju od 2006.do 2024.godine i 10 o teoriji tržišne orijentacije u razdoblju od 1990.do 2022.godine.Da bi se shvatio utjecaj kolaborativnih marketinških strategija, identificirane su i analizirane ključne teme i nalazi.Rezultati i implikacije Istraživanje ističe ključnu ulogu kolaborativnih napora unutar okvira Destinacijskog marketinškog sustava (DMS) i tržišno orijentiranih pristupa u čajnom turizmu.Identificira jaz u primjeni strategija upravljanja tržištem ili kolaborativnog upravljanja trži-
Source: Market-Tržište
Author: Herman Mahendra Abeykoon
Institution: Prague University of Economics and Business
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4412015731