Coordinated marketing and dissemination of knowledge: Jewish heritage tourism in Serra da Estrela, Portugal

Abstract

It is logical to assume that coordinated marketing among all partners involved facilitates dissemination of knowledge regarding the marketed object. This study sets out to prove to what extent this assumption operates in marketing places for tourism. Specifically, the study explores the coordination between a regional agency and local municipalities in their efforts to introduce a new tourism product that of Jewish heritage tourism in the peripheral towns of Serra da Estrela, Portugal. The study utilizes internet site content analysis as its source of data. The data provide evidence that coordinated marketing is rewarded by synergic dissemination of knowledge regarding the new tourism product offered in those locations cooperating with the regional agency, and vice versa.