Collaborative destination marketing: Roles and strategies of convention and visitors bureaus

The development and marketing of tourism destinations has increasingly focused on collaboration and community approach in which convention and visitors bureaus (CVBs) are playing important roles in coordinating marketing activities and developing desired image of the destination in the marketplace. However, the fulfillment of the CVB's destination marketing role has been challenged by a number of issues related to governance and positioning. Taking a case study approach, this study attempts to understand the roles and strategies of CVBs in collaborative destination marketing and assess the collaborative marketing relationships and activities between the CVB and local tourism businesses. Discussions and implications are provided based on the study results.