Kaasaegses sihtkoha juhtimises ei saa ettevõtted toimida isolatsioonis. Romantiline Pärnumaal on suurepärane näide sellest, kuidas rakendub koostöine konkurents. Kohalikud turismitalud, toidutootjad ja elamuspakkujad, kes muidu konkureerivad sise- ja välisturistide rahakoti pärast, on loonud ühise kaubamärgi ja võrgustiku. Koos korraldatakse kohvikute päevi ja ühisturundust, mis toob piirkonda massiliselt külastajaid, keda üksikettevõtja poleks suutnud kõnetada
As a specific relationship between firms, the concept of coopetition and cooperation (later referred to as coopetition) refers to a non-zero-sum game in which members achieve a win-win situation in a cooperative-competitive relationship. The concept has been widely used in tourism industry. Studies have found that destinations cooperate with competitors not only to provide better customer service and attract tourists, but also to achieve value co-creation and knowledge sharing among tourism destinations to avoid excessive uncontrolled competition.
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