Collaborative marketing for the sustainable development of community-based tourism enterprises: a reconciliation of diverse perspectives

ABSTRACT

Collaborative marketing for the sustainable development of community-based tourism enterprises (CBTEs) is subject to diverse stakeholder perspectives and a complex mix of factors determining collaboration success. This research investigates a framework supporting stakeholder collaborations in marketing CBTEs for sustainable development. The proposed framework is an outcome of the process of reconciling divergent perspectives in CBTE collaborative marketing using a knowledge co-production approach. Particularly, knowledge interactions between researchers and research participants to achieve a synthesis of perspectives in developing a collaborative marketing approach for the sustainable development of CBTEs in Vietnam were investigated. The knowledge interaction occurred in the form of a workshop that included 15 CBTE stakeholders and the first author and was undertaken in the village of Triem Tay (Vietnam). Through the workshop, a collaborative marketing framework for CBTE sustainability was identified. The framework stated the reasons for the divergence of perspectives on CBTE collaborative marketing for sustainable development: limited understanding of involved stakeholders; individuality in collective efforts; stakeholder self-righteousness; and contextual factors. Accordingly, the framework identified four attributes supporting stakeholders collaborations in marketing CBTEs for sustainable development: improved and right-directed perspectives of CBTE stakeholders; a set of rules governing stakeholder interventions; government involvement in CBTE collaborative marketing in the roles of an inspirer and an arbitrator; and the transformation from successful tour operators to social entrepreneurship to facilitate CBTE collaborative marketing. The contribution of this study lies in the potential of a knowledge co-production approach to be utilised in collaborative works involving multiple perspectives. Additionally, the study provides insights into the discussion of community-based tourism collaboration.

KEYWORDS:

• Community-based tourism enterprises
• collaborative marketing framework
• knowledge interactions
• knowledge co-production
• Vietnam

Acknowledgements

We acknowledge the contributions of research participants in this research.

Disclosure statement

No potential conflict of interest was reported by the authors.

ORCID

Gui Lohmann http://orcid.org/0000-0002-3374-9734 

Notes

1. Apart from the stakeholders of the three case studies, nine additional stakeholders were included in interviews. They included stakeholders who significantly influenced the development of CBT in Vietnam. The overlapping numbers of stakeholders were because some stakeholders were involved in more than one case study.