开展公私合作是协作型目的地营销组织的主要手段,也是旅游目的地营销发展的必然趋势。本文以Wang和Fesnmaier于2007年提出的"目的地联合营销的组织分析框架"为基础,按照"先决条件-合作动机-发展阶段-营销效果"的思路,对阿姆斯特丹和上海两个城市进行了案例比较分析,研究了公私合作在国内外旅游目的地营销中的应用情况。在此基础上,根据网络治理理论,提出了一个融多主体、全过程和混合目标于一体的新的旅游目的地联合营销分析模型。

A destination marketing strategy's success is possible only when public organizations can manage to coordinate every stakeholder, including those mainly responsible for formulating the policies, and all of them are joined through the brand's effective long-term management. Based on the theoretical framework of destination marketing alliance formation, proposed by Wang and Fesnmaier in 2007, in accordance with the clue of "Precondition-Motivatio-Stages-Outcomes", this paper made a comparative case study on Amsterdam and Shanghai, and then analyzed the application of public-private partnerships in destination marketing at home and abroad. From the comparison, the authors find that there are some differences among tourism destination marketing organizations due to the different socio-economic system in different countries and regions. As a new governance model, the main objective of governing by network is coordination and maintenance. Coordination is to communicate with different stakeholders in the strategic decision-making and actions in order to ensure the effectiveness of cooperation. Maintenance means maintaining the overall network effectiveness as well as the balance of all stakeholders' interests and transaction. This paper finds that different destination marketing subjects own different targets. On this basis, according to the theory of governing by network, the authors put forward a new analysis framework for tourism destination marketing alliance,which combined the multi stakeholders, the whole marketing process and the mixed objectives.