Exploring Collaborative Marketing Strategies for Sustainable Growth in Tea Tourism: A Systematic Literature Review

Purpose -This paper investigates how collaborative marketing strategies shape the tea tourism industry, promote sustainable development, and improve destination competitiveness.It addresses gaps in the literature by offering detailed insights into the role of collaborative marketing as part of industry development, sustainable practices, and destination appeal.Methodology -A systematic literature review of 52 peer-reviewed articles was conducted, including 42 written on tea tourism between 2006 and 2024 and 10 on market orientation theory dating from 1990-2022.Key themes and findings were identified and analyzed to understand the impact of collaborative marketing strategies.Findings and implications -The research highlights the pivotal role of collaborative efforts within the Destination Marketing System (DMS) framework and market-oriented approaches in tea tourism.It identifies a gap in the application of market-driving or collaborative Saetak Svrha U radu se istrauje kako kolaborativne marketinke strategije oblikuju industriju ajnog turizma, promiu odrivi razvoj i poboljavaju konkurentnost destinacije.Popunjavaju se istraivaki jazovi u literaturi ponudom detaljnih uvida u ulogu kolaborativnog marketinga unutar razvoja industrije, odrivih praksi i privlanosti desti-