Developing the coopetitive destination brand for the Greater Bay Area. (September 2020)

• Record Type: Journal Article
• Authors: Kirillova, Ksenia; Park, Jinah; Zhu, Mingyang; Dioko, Leonardo (Don); Zeng, Guojun
• Is Part Of: Journal of destination marketing & management. Volume 17(2020)
• Publication Date: 2020-09
• Subjects: Destination image -- Coopetition -- Identity salience -- Border and boundaries -- Greater Bay Area -- Destination brand; Place marketing -- Periodicals; Tourism -- Management -- Periodicals; Electronic journals; 658.8005
• DOI: 10.1016/j.jdmm.2020.100439
• Languages: English
• ISSNs: 2212-571X

Abstract

Abstract: In light of intensified competition among destinations, tourism collaborations are used to enhance a region's attractiveness. Yet tourism collaboration in its pure form is rarely observed because destinations tend to be excludable and rivalrous. To better reflect this reality, the concept of coopetition has emerged. Coopetitive marketing, especially within the cross-border region at the macro level, is underdeveloped in tourism literature. This study assesses the prospect of developing a coopetitive brand of the Guangdong–Hong Kong–Macao Greater Bay Area (GBA), which spans geographical, political, ideological, and jurisdictional borders. Based on cross-sectional survey in six member cities in the GBA (N = 2135), this study investigates homogeneity and heterogeneity of the cities' existing destination images, and identifies the effects of identity salience (residents and short- versus long-haul tourists) and of borders (SARs versus Mainland). Theoretically, this study consolidates the concept of coopetition and cross-border marketing in the light of different stakeholders' perceptions. The findings underpin the uniqueness of the member cities with unity in a possible common brand. Highlights: Assessed affective, cognitive destination image and destination qualities for the Greater Bay Area. Identifies heterogeneity and homogeneity in perceptions across the six cities. Residents have more critical perceptions of their cities than intra-regional tourists. Identifies the border effect between Mainland China and the Special Administrative Regions. The GBA brand should focus on economic dynamism, innovativeness, and inclusivity.