Developing the coopetitive destination brand for the Greater Bay Area

Ksenia Kirillova, Jinah Park, Mingyang Zhu, Leonardo (Don) Dioko, Guojun Zeng

Research output: Journal article publicationJournal articleAcademic researchpeer-review

23 Citations (Scopus)


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.

Original languageEnglish
Article number100439
JournalJournal of Destination Marketing and Management
Publication statusPublished - Sept 2020


  • Border and boundaries
  • Coopetition
  • Destination brand
  • Destination image
  • Greater Bay Area
  • Identity salience

ASJC Scopus subject areas

  • Business and International Management
  • Tourism, Leisure and Hospitality Management
  • Strategy and Management
  • Marketing


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