TOURISM DESTINATION MARKETING ALLIANCES

Tourism destination marketing involves many stakeholders and a complex product offer. Complexity and interdependency among stakeholders have resulted in the creation of many local tourism marketing alliances. The nature of their environments influences the domain over which they have authority. This paper uses a model describing the coverage, form, mode, and motivation of an alliance. A comparison of UK and USA alliances indicates that the domain of the latter are more constrained by the social, economic, and political environment in which they operate. Prescriptions for local tourism marketing alliances should not be made without understanding the needs of stakeholders and the constraints of their environments.