An exploratory study was conducted into Greek-Turkish cross-border cooperation in tourism marketing growth strategies. It identified several strategies to increase the efficiency and effectiveness of cooperative tourism marketing strategies between the two countries. This study also identifies several challenges to cross-border cooperation in tourism marketing in this context. It is suggested that establishing a joint cross-border tourism organization, creating sufficient financial resources, and increasing involvement of business interest groups and non-government organizations (NGOs) from both sides of the border are essential for the successful implementation of joint tourism marketing growth strategies.
- Cross-border cooperation
- Tourism marketing
ASJC Scopus subject areas
- Tourism, Leisure and Hospitality Management