Network effects on cooperation in destination website development

This case study research focuses on exploring the dynamics of interorganisational cooperation in destination marketing. Relatively few studies are available that have applied specific network concepts (embeddedness, density and centrality) in their analysis of destination marketing. The findings of this research show that existing network characteristics have an impact on the level of investment needed in achieving cooperation in destination marketing. The network dimensions uncovered by this research are the number and diversity of its members; the centrality of certain organisations; the established network channels of communication and interaction; the climate of embedded relationships and the traditional funding structure. The need for cooperation in tourism is often treated as a necessity whereas this research suggests that a cooperative approach in destination marketing is a strategic choice which has to be made after an analysis of existing network characteristics.