This study aims to analyse stakeholders’ collaboration in marketing communication for urban tourism destinations. Conducted in Bandung, West Java, Indonesia, it employs a qualitative method, gathering data through fifteen interviews and analysed using thematic analysis. Findings highlight the need for stakeholders’ coordination in tourism marketing communication and management to avoid mismatches between promotion and reality. The study emphasises shared responsibility in using technology, responsive destination management, and strategic collaboration to enhance tourist experiences. The government and industry must proactively enhance visitor experiences and manage feedback. Additionally, comprehensive evaluation and collaboration among stakeholders are essential for fostering balanced and enriching tourist experiences throughout the region. The theoretical contribution of this study lies in extending stakeholder theory within the context of marketing communication in urban tourism. It highlights the roles and strategic interactions of key stakeholders - including tourists - and proposes a framework for understanding how integrated collaboration can strengthen both marketing effectiveness and destination management.
Hutapea et al. (Sun,) studied this question.
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