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DMAI Fundamentals - Chapter 12 - Alliances


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Chapter by chapter slides based on "Fundamentals of Destination Management and Marketing," provided by Destination Marketing Association International in cooperation with American Hotel & Lodging Association Education Institute.

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DMAI Fundamentals - Chapter 12 - Alliances

  1. 1. © 2005, Educational InstituteChapter 12AlliancesFundamentals of Destination Management and Marketing(323TXT)
  2. 2. © 2005, Educational InstituteCVBs and Alliances• CVBs are networking organizations andmodels for public-private partnerships.• Forming alliances is a basic part of abureau’s daily activities.• Alliances and partnerships are cooperativeefforts by organizations with common goalsthat have a synergistic effect.
  3. 3. © 2005, Educational InstituteAlliances and CVB Funding• Alliances can be beneficial for CVBs that mustmake the case for continued public funding.• Knowledgeable alliance partners can help CVBscommunicate the benefits of tourism developmentto a community.
  4. 4. © 2005, Educational InstituteExpanding Public Awareness• The tourism industry is one of the world’slargest employers.• CVBs are small and are not big employers inlocal markets.• Strong public, private, and third-sectorpartnerships and alliances can help articulate theimportance of the CVB to the local economy.
  5. 5. © 2005, Educational InstituteThe Importance of Stakeholders• Stakeholders are the individuals, organizations, andcommunities that benefit from the CVB andtourism.• Identifying stakeholders is the first step inidentifying potential alliance partners.
  6. 6. © 2005, Educational InstitutePotential Alliance Partners• Government stakeholders• Park districts• School districts• Colleges and universities• Business alliances and serviceorganizations• Chambers of commerce• The community and local citizens• Hospitality industry associations• CVB associations• IACVB• Local corporate community
  7. 7. © 2005, Educational InstituteGovernment Partnerships• Keep lines of communication open by putting localgovernment officials on the bureau’s board ofdirectors.• Send out newsletters highlighting current economicimpact data.• Work together to market municipally-ownedfacilities.
  8. 8. © 2005, Educational InstituteEducational Community Partnerships• Help school districts plan, market, and implementevents.• Use school facilities as venues.• Promote a community’s cultural assets to attractstudents to a local university.• Create an internship program to work with localcollege students.
  9. 9. © 2005, Educational InstituteBusiness Alliances, Service Organizations,and Citizens• Partner with chambers of commerce to extendmarketing dollars.• Foster goodwill in the community throughpartnerships with local service organizations.• Create special mailings and promotions to appealto local residents and expand their awareness ofwhat the bureau does.• Create ambassadors for the destination.
  10. 10. © 2005, Educational InstituteCorporate Partnerships• Financial institutions can partner on eventsponsorship or advertising cooperatives.• Create packages to make travel more convenient.• Develop affinity programs with corporate partners.• List business partners in marketing materials.
  11. 11. © 2005, Educational InstituteIndustry Associations• Members advance a cause through education,professional development, or industry awareness.• Associations lobby government officials onissues that affect the industry.