This chapter uses the case of the Cagayan Valley Region in further understanding the concept of collaborative marketing within the context of regional destination branding. Key informant interviews were used to explore the synergistic outcomes of collaboration by the different industry stakeholders from ...
With the launch of its regional brand, Your Islands and Valley of Fun , in 2019 and the increasing development of tourism attractions, access points and infrastructure within the region, the Cagayan Valley Region is positioning itself to be a formidable destination in the Northern Philippines. This...