Joint destination marketing in the South Central Coast region of Vietnam

•Examines joint destination marketing in a transitional economy, Vietnam.•Compares joint destination marketing by the DMOs of eight South Central Coast provinces.•Examines the mix of individual and joint destination marketing activities and relationships.•Considers the motivations, factors and trade-offs underlying joint destination marketing.

This paper examines joint destination marketing in Vietnam, a transitional economy experiencing a rapid growth in tourism. Based on in-depth interviews with representatives of provincial destination marketing organizations (DMOs) and the analysis of their web-sites, the paper considers destination marketing by the eight provinces of the South Central Coast, the most dynamic tourism region in Vietnam. A comparative approach is adopted to examine the mix of individual and joint destination marketing activities undertaken by the DMOs, to analyze the relationships and structures through which joint destination marketing occurs and to identify the factors that influence individual and joint destination marketing. Despite major political, economic and cultural differences in the setting and the relatively recent development of tourism there, similarities are found between destination marketing in the region and that which occurs in developed economies. It is likely that these similarities will increase as Vietnam continues down the path towards a more open market-oriented economy. A mix of individual and joint destination marketing occurs, motivated or conditioned by economic factors and behavior that is both competitive and cooperative. Other influential factors include the diversity and complementarity of products which satisfy visitors׳ total experience, enhanced market reach and economic conditions. This analysis and the distinction between individual and joint destination marketing brings out inter-connections and tensions, and highlights the trade-offs which DMOs are faced with making in their destination marketing strategies.