“…These outcomes are realized when organizations pool the resources of tourism stakeholders; thereby, increasing destination competitiveness through cooperative branding, image building, and integrated tourism product portfolio (Bennet, 1999;Dwyer, 2003;Hill & Shaw, 1995). A second type of collaboration outcome is related to organization learning (Augustyn & Knowles, 2000;Ritchie & Ritchie, 2002). This is brought about when the respective parties contribute their knowledge, attitudes, and other capacities toward collaborative marketing efforts; this cooperation, in turn, introduces change, improvement, and innovation through learning (Wang & Fesenmaier, 2007).…”