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

机译：社区营销企业可持续发展的合作营销：不同观点的调和

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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.
机译：社区旅游企业（CBTE）可持续发展的合作营销受到利益相关者不同观点以及决定合作成功的多种因素的综合影响。这项研究调查了一个框架，该框架支持利益相关方在营销CBTE中促进可持续发展的合作。拟议框架是使用知识联产方法协调CBTE协作营销中不同观点的过程的结果。特别是，研究了研究人员和研究参与者之间的知识互动，以实现在开发越南CBTE可持续发展的协作营销方法方面的观点综合。知识交流以讲习班的形式发生，该讲习班由15个CBTE利益相关者和第一作者组成，并在Triem Tay村（越南）进行。通过此次研讨会，确定了CBTE可持续性的协作营销框架。该框架指出了关于CBTE协作营销促进可持续发展的观点分歧的原因：对相关利益攸关方的了解有限;集体努力中的个性;利益相关者的自以为是;和情境因素。因此，该框架确定了支持利益相关者在营销CBTE中促进可持续发展的合作的四个属性：CBTE利益相关者的改进观点和正确导向的观点;一套规范利益相关者干预的规则;政府以激励人和仲裁人的身份参与CBTE合作营销;从成功的旅行社转变为社会企业家，以促进CBTE合作营销。这项研究的贡献在于可以在涉及多种观点的协作作品中使用知识联合生产方法的潜力。此外，该研究为基于社区的旅游合作的讨论提供了见解。

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