RESTMA - Revista de Economía, Sociedad, Turismo y Medio Ambiente

Cooperative marketing refers to the joint participation of two or more individuals, groups, businesses or organisations in order to build a relationship based on the mutual benefit of the parties. In the meetings, incentive, conventions and exhibitions industry, this cooperation has become an essential element of success. In this work, we examine the role of Convention Bureau as a tool of cooperative marketing. To that end and using data between 1999 and 2007, we analysed the influence that the existence of this type of organisation has in holding meetings, distinguishing between conventions, conferences and congresses. The results suggest that the existence of Convention Bureaus has a positive impact in the celebration of meetings in our country in the analysed period, especially, in the celebration of conferences.

Keywords: Cooperative marketing.