Más contenido relacionado La actualidad más candente (6) Similar a DMAI Fundamentals - Chapter 12 - Alliances (20) Más de Destination Marketing Association International (DMAI) (20) DMAI Fundamentals - Chapter 12 - Alliances1. © 2005, Educational Institute
Chapter 12
Alliances
Fundamentals of Destination Management and Marketing
(323TXT)
2. © 2005, Educational Institute
CVBs and Alliances
• CVBs are networking organizations and
models for public-private partnerships.
• Forming alliances is a basic part of a
bureau’s daily activities.
• Alliances and partnerships are cooperative
efforts by organizations with common goals
that have a synergistic effect.
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Alliances and CVB Funding
• Alliances can be beneficial for CVBs that must
make the case for continued public funding.
• Knowledgeable alliance partners can help CVBs
communicate the benefits of tourism development
to a community.
4. © 2005, Educational Institute
Expanding Public Awareness
• The tourism industry is one of the world’s
largest employers.
• CVBs are small and are not big employers in
local markets.
• Strong public, private, and third-sector
partnerships and alliances can help articulate the
importance of the CVB to the local economy.
5. © 2005, Educational Institute
The Importance of Stakeholders
• Stakeholders are the individuals, organizations, and
communities that benefit from the CVB and
tourism.
• Identifying stakeholders is the first step in
identifying potential alliance partners.
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Potential Alliance Partners
• Government stakeholders
• Park districts
• School districts
• Colleges and universities
• Business alliances and service
organizations
• Chambers of commerce
• The community and local citizens
• Hospitality industry associations
• CVB associations
• IACVB
• Local corporate community
7. © 2005, Educational Institute
Government Partnerships
• Keep lines of communication open by putting local
government officials on the bureau’s board of
directors.
• Send out newsletters highlighting current economic
impact data.
• Work together to market municipally-owned
facilities.
8. © 2005, Educational Institute
Educational Community Partnerships
• Help school districts plan, market, and implement
events.
• Use school facilities as venues.
• Promote a community’s cultural assets to attract
students to a local university.
• Create an internship program to work with local
college students.
9. © 2005, Educational Institute
Business Alliances, Service Organizations,
and Citizens
• Partner with chambers of commerce to extend
marketing dollars.
• Foster goodwill in the community through
partnerships with local service organizations.
• Create special mailings and promotions to appeal
to local residents and expand their awareness of
what the bureau does.
• Create ambassadors for the destination.
10. © 2005, Educational Institute
Corporate Partnerships
• Financial institutions can partner on event
sponsorship or advertising cooperatives.
• Create packages to make travel more convenient.
• Develop affinity programs with corporate partners.
• List business partners in marketing materials.
11. © 2005, Educational Institute
Industry Associations
• Members advance a cause through education,
professional development, or industry awareness.
• Associations lobby government officials on
issues that affect the industry.