Marketingové partnerství v řízení destinace
| Title in English | Collaborative marketing in destination management |
|---|---|
| Authors | |
| Year of publication | 2015 |
| Type | Article in Proceedings |
| Conference | XVIII. mezinárodní kolokvium o regionálních vědách |
| MU Faculty or unit | |
| 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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