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| RESEARCH ON THE APPLICATION OF PUBLIC-PRIVATE PARTNERSHIPS TODESTINATION MARKETING: BASED ON THE COMPARATIVE INSIGHTS INTOAMSTERDAM AND SHANGHAI |
| ZHAO Zhong-hua1, WANG Chun-lei2, QUAN Hua2 |
1. Tourism School, Shanghai Normal University, Shanghai 200234, China;
2. School of Tourism and EventManagement, Shanghai University of International Business and Economics, Shanghai 201620, China |
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Abstract 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.
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Received: 06 June 2013
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2014, Vol. 29 
