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Abstract

The role of destination marketing organizations changed considerably over the past few decades. Today, these organizations are not only marketers of a certain area, but are also required to constantly develop new tourism offerings to keep pace with fast changing consumer demands and a volatile economic environment. The purpose of this study was to identify if American destination marketing organizations collaborate with other organizations to develop new services and to identify drivers of collaboration for innovation. Furthermore, the authors evaluated the impact of organizational settings for innovation and partnerships development on organizations’ partnership-for-innovation behavior. It was found that top management support for partnerships as well as a long-term perspective towards partnerships is the foundation of partnerships that can lead to innovation. Several other organization settings (e.g. top management support for innovation) increase the likelihood of establishing such partnerships.

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Innovative Behavior of Destination Marketing Organizations

The role of destination marketing organizations changed considerably over the past few decades. Today, these organizations are not only marketers of a certain area, but are also required to constantly develop new tourism offerings to keep pace with fast changing consumer demands and a volatile economic environment. The purpose of this study was to identify if American destination marketing organizations collaborate with other organizations to develop new services and to identify drivers of collaboration for innovation. Furthermore, the authors evaluated the impact of organizational settings for innovation and partnerships development on organizations’ partnership-for-innovation behavior. It was found that top management support for partnerships as well as a long-term perspective towards partnerships is the foundation of partnerships that can lead to innovation. Several other organization settings (e.g. top management support for innovation) increase the likelihood of establishing such partnerships.