Connecting Places and Products: Exploring the Effectiveness of a Tourism-Agriculture Co-marketing Alliance

This thesis examined the effectiveness of a co-marketing alliance between a tourism place and its local products. The relationship between a place and a product has been acknowledged in prior research. For example, Han (1989) argues that consumers develop perceptions of a country to form their perceptions of products originating from that country. However, the product-place relationship has not been adequately understood from a co-marketing alliance perspective. Understanding the characteristics of a place-product co-marketing alliance across two different industry sectors is important as it can potentially help operators in both sectors identify ways to maximize the opportunities open to them.