Tourism Marketing : : A Collaborative Approach / / Brian Garrod, Alan Fyall.

• Superior document: Title is part of eBook package: De Gruyter CVP eBook-Package Backfile 2000-2013
• VerfasserIn: Fyall, Alan,; Garrod, Brian,
• Place / Publishing House: Bristol, UK;, Blue Ridge Summit, PA : : Channel View Publications, , [2004]; ©2004
• Year of Publication: 2004
• Language: English
• Series: Aspects of Tourism ; 18
• Physical Description: 1 online resource (400 p.)

This innovative and original book provides valuable insights into the interorganisational dynamics of collaboration in tourism marketing. Specific attention is given to global airline alliances, international hotel consortia, and destination collaboration between nations. The book begins by providing a detailed understanding of tourism marketing principles and practice within the context of inter-organisational collaboration. The impact of collaboration on tourism marketing strategy and the implementation of marketing programmes is then explored. Issues for discussion include the benefits and drawbacks of collaboration marketing, the internal processes, resource implications and external impacts of collaboration marketing, and the challenge of managing parallel competitive and collaborative marketing strategies. Tourism Marketing: A Collaborative Approach offers a strategic marketing framework for application in interorganisational settings within the tourism industry. The existing marketing paradigm is questioned in an industry where rarely does any one organisation own or control all elements of the tourism product.

Table of Contents

Frontmatter -- Contents -- Preface -- Acknowledgements -- Acronyms -- Part 1: Collaboration and Tourism -- Chapter 1. Collaboration and Tourism -- Chapter 2. Collaborative Marketing: A New Marketing Paradigm -- Part 2: Strategic Tourism Marketing Planning -- Part 2 Introduction. Strategic Tourism Marketing Planning -- Chapter 3. Situation Analysis -- Chapter 4. Tourism Marketing Planning, Implementation and Control -- Part 3: Inter-organisational Collaboration -- Chapter 5. Inter-organisational Collaboration: Concepts and Theories -- Chapter 6. Types and Stages of Interorganisational Collaboration -- Chapter 7. Collaborative Effectiveness and Inter-organisational Governance -- Part 4: Tourism Marketing Collaboration in Practice -- Part 4 Introduction. Tourism Marketing Collaboration in Practice -- Chapter 8. Global Airline Alliances -- Chapter 9. Hotel Consortia -- Chapter 10. Destination Collaboration -- Part 5: From Competition to Collaboration in the Tourism Industry -- Part 5 Introduction. From Competition to Collaboration in the Tourism Industry -- Chapter 11. Conclusions -- References -- Index