Benefits and barriers to cooperation in the process of building a place?s brand: perspective of tourist region stakeholders in Poland

Abstract

Research background: Cooperation within the public and the private sectors is one of the conditions for a tourist region to achieve a competitive advantage, and it is one of the most important aspect for building a regional tourist brand. Research studies often raise the issue of tourism cooperation; however, there are few papers undertaking this topic in the context of place branding. The issue of benefits and barriers of this type of cooperation seen from the perspective of the involved stakeholders is rarely the sole object of research and is often presented indirectly or implicitly.
 Purpose of the article: The aim of the paper is to identify the benefits and barriers of cooperation seen by the local government and other representatives of regional tourism organization in the process of developing a regional brand.
 Methods: To achieve the aim of the paper, the authors conducted a case study of a region, specifically Podlaskie Voivodship in Poland. This case study involved individual in-depth interviews conducted among representatives of organizations — members of the Regional Tourism Organization.
 Findings & Value added: The findings of this study contribute to a better understanding of cooperation between tourism entities in the process of regional place branding. The authors established a conceptual framework for systematization of benefits and barriers of cooperation as seen by regional stakeholders. The benefits were grouped into the following categories: economic, organizational, marketing and social; and the barriers included economic, organizational, socio-cultural and political determinants.

Stakeholders engagement for solving mobility problems in touristic remote areas from the Baltic Sea Region

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“…The governance of destinations is becoming an increasingly important research topic [3][4][5]. Recently, the social aspects of governance, such as citizen participation and collaboration among stakeholders, have received increased attention [5,6]. Over the past twenty-five years there has been a growing body of tourism research on stakeholder engagement in successful tourism planning and development [7].…”

Management in a Specific Environment in the Age of Globalization

“…Moutanin Rescue Service works with the public and private sectors to create a safe environment. Such cooperation will improve their position and the ability to communicate better with the public (Kiryluk, et al, 2020). It is also important to expand the number of rescuers performing emergency interventions.…”

The Tourism Sector Stakeholder Collaboration Role in Post-COVID-19 Economic Recovery of Central Java, Indonesia

“…There are benefits and obstacles. Benefits are grouped into categories: economic, organisational, marketing and social; and barriers include economic, organisational, socio-cultural and political determinants (Kiryluk et al, 2020). Moreover, the collaborative approach by mixing the different points of view of stakeholders produces a range of positive outcomes and increases the efficacy of tourism policies (Gori et al, 2021).…”

“…Previous research has shown that the role of local governments in tourism development is primary important through collaboration with other stakeholders (Kiryluk et al, 2020;Kismartini & Pujiyono, 2020;Lan & Chau, 2020;Schmidt & Altshuler, 2021;Yasir et al, 2021). Collaboration between multi-stakeholders is widely acknowledged as a critical success factor for resolving sustainability problems in tourism sectors (Foley et al, 2017;Reed, 1999;Waayers et al, 2012), but related to stakeholder collaboration in post-COVID-19 economic recovery, especially in local governments in developing countries, is still very limited.…”