In order for tourism to undertake the function to contribute to the regional development, it is essential that each of these elements in tourism destination be taken into consideration as a cooperator, and that the destination be introduced to target markets with contributions based on the consensus of all the cooperators. Briefly, to market the destination successfully, it is essential to ... [Show full abstract] establish an attitude of “cooperative marketing” in a serious manner among the partners with the same objectives but different functions. This study, based on the results of a case study carried out in Adana –Turkey, which is a destination for the future health tourism, aims to show the feasibility of the cooperative marketing subject of the destination in a developing health tourism destination, and to produce a descriptive collection about the theoretical infrastructure of the cooperative marketing of destinations and its opportunities.
In developed countries, awareness concerning the cooperative marketing for destination and institutionalization are relatively in a better positions. Besides, in the destinations of developed countries, the level of awareness for the cooperative marketing and institutionalization are not considered sufficient. In literature, there exist a lack of academic studies concerning the cooperative marketing for destinations in developing countries. In the application part of the study, data concerning what can succesfully be done on the marketing destination have been gathered using “Focus Group”, method, from the destination partners. At the end of this study, with the help of the data, a model for marketing organization concerning the cooperative marketing for the destination, is suggested.