CONVENTION & VISITORS BUREAUX (CVBX) AND COLLABORATIVE MARKETING: A STUDY OF THE MOTIVATIONS FOR COOPERATING IN THE ACTIONS OF THE CVB OF CURITIBA, STATE OF PARANÁ, AMONG ACTORS OF THE DESTINATION

ABSTRACT:

The Convention & Visitors Bureaux (CVBx) proliferated in the world’s tourist destinations, aiming to attract more visitors, events and investments to the regions where they are located and to improve the image, positioning and competitiveness of products and services. However, its biggest challenge is to encourage the cooperation of all actors, since pooling partners’ resources to facilitate collaborative marketing is essential to avoid isolated and fragmented promotion. Comarketing practices are challenging and complex, as each actor may have different motivations participating. This makes the strategic and operational planning of these entities difficult. In this context, the study aims to analyze the reasons for actors’ participation in the collaborative marketing actions of the Curitiba Convention & Visitors Bureau (CCVB). For this purpose, this exploratory paper used qualitative methodology such as bibliographic and documentary methods, as well as a field survey with closed-ended questions questionnaires, which were applied to the 143 CCVB maintainers and counselors who participated in the activities promoted during the period 2011 to 2014. As a result, following the model of D’angella & Go (2009), the field research showed that those who took part in the actions did so for associative and economic reasons, with a few to direct or indirect gain and opportunities to benefit.

KEYWORDS:
Convention & Visitors Bureaux (CVBx); collaborative marketing; motivation; cooperation; tourism; Curitiba