Interorganisational collaboration in tourism

Abstract

This paper examines interorganisational collaboration between tourism organisations. Specifically, it addresses the critical preconditions necessary for co-ordinated tourism events to succeed. Using a proposed city winter marketing campaign, the researchers explore the dynamics between key personnel involved in the pre-event planning period to identify their reasons for participation, and their concerns and commitment to the proposed fete. It was established that tourism managers participated in event planning when they understood and endorsed the campaign requirements and the benefits that would accrue from their involvement. It is argued that the special nature of the tourism industry and product requires event champions to clearly articulate to all participants the contributions that each needs to make , as well as the benefits to be attained from co-operation. A framework for tourism event pre-planning is proposed to assist tourism managers develop successful collaborative campaigns.