The Durango Area Tourism Office’s marketing dilemma: to market marijuana businesses or not
Publication date: 10 September 2018
Issue publication date: 10 September 2018
Abstract
Synopsis
Andrea Seid is responsible for tourism marketing in a destination management organization in Colorado. In her position, she faces a difficult decision of whether to promote marijuana-related businesses on her website and in the local welcome centers.
Research methodology
Primary research took place through interviews with Andrea Seid and John Mace, a local business owner. All other data were collected from secondary sources.
Relevant courses and levels
This case would help students to apply concepts from courses such as: services marketing, tourism management, destination management and tourism development.
Theoretical bases
The decision at the root of the case is a real-world application of stakeholder theory.
Keywords
Acknowledgements
Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision making. The authors may have disguised names; financial, and other recognizable information to protect confidentiality.
Citation
Taylor, L.L. and Walker, D.L. (2018), "The Durango Area Tourism Office’s marketing dilemma: to market marijuana businesses or not", , Vol. 14 No. 5, pp. 550-566. https://doi.org/10.1108/TCJ-05-2017-0051
Publisher
:Emerald Publishing Limited
Copyright © 2018, Emerald Publishing Limited