Abstract

Despite its increasing maturity in the literature, relationship marketing remains an untested concept for destination marketers. This article explores the opportunities and challenges faced by managers of destinations in their attempt to engender loyalty and repeat visitation in a product domain traditionally considered highly complex, fragmented, and difficult to manage. Further, the article analyzes the degree of implantation of relationship marketing in two contrasting destinations: Stockholm and Barbados. The study concludes that the peculiarities of the destination product complicate the building of relationships with the tourist and diminish the suitability and value of such efforts, while promoting the value of greater interorganizational collaboration.