In destination marketing, what does the term 'co-opetition' refer to?

The term 'co-opetition' in destination marketing refers specifically to the concept of collaboration between direct competitors. This is important in the context of destination management because it allows businesses within the same market to work together in ways that are mutually beneficial, such as shared marketing efforts, joint promotions, or collective participation in events. By collaborating, these competitors can enhance the attractiveness of the destination as a whole, drawing more visitors and benefiting all involved parties, instead of solely focusing on individual profit.

This cooperative approach is particularly valuable in the tourism industry, where the experience and offerings of one business can complement and enhance those of another, leading to an overall increased appeal of the destination. For instance, hotels, restaurants, and attractions might join forces to create packaged experiences that are more appealing to travelers, thus driving greater traffic to the area.

The other options do not encapsulate the essence of co-opetition; focusing solely on profit misses the collaborative aspect, complete market isolation is contrary to the principles of co-opetition, and cooperation among different market segments doesn't capture the specificity of direct competitors working together.