Tourism Marketing A Collaborative Approach

by Fyall, Alan; Garrod, Brian

• ISBN13: 9781873150894
• ISBN10: 187315089X
• Format: Paperback
• Copyright: 2004-12-21
• Publisher: Channel View Publications

Summary

This book provides a thorough and detailed understanding of tourism marketing principles and practice within the context of inter-organisational collaboration. The book begins with an overview of existing marketing and strategic marketing theory and practice before introducing concepts, theories and issues central to inter-organisational collaboration. The book then concludes with a series of detailed thematic chapters with contemporary tourism marketing case study material which explores the myriad of collaborative marketing strategies undertaken by tourism organisations across the world.

Author Biography

Both Alan Fyall and Brian Garrod have published widely in the area of tourism. Together, they have recently edited the book Managing Visitor Attractions: New Directions with Anna Leask, while Brian has also edited the book Marine Ecotourism: Issues and Experiences with Julie C. Wilson, published by Channel View Publications.

Table of Contents

Preface	vi
Acknowledgements	xii
List of Acronyms	xv
Part 1: Collaboration and Tourism
Collaboration and Tourism	3	(16)
Introduction	3	(3)
Drivers of Collaboration	6	(11)
Conclusion	17	(2)
Collaborative Marketing: A New Marketing Paradigm	19	(35)
Introduction	19	(2)
Components of Marketing	21	(5)
Definitions of Marketing	26	(3)
Emerging Relational Perspectives on Marketing	29	(5)
The Marketing of Tourism	34	(10)
Collaboration: A New Marketing Paradigm?	44	(10)
Part 2: Strategic Tourism Marketing Planning
Situation Analysis	54	(34)
Strategic Context	54	(4)
Marketing Audit	58	(27)
Conclusion	85	(3)
Tourism Marketing Planning, Implementation and Control	88	(43)
Marketing Strategy Formulation and Planning	88	(17)
Implementation: The Tourism Marketing Mix	105	(18)
Marketing Control	123	(4)
Conclusion	127	(4)
Part 3: Inter-organisational Collaboration
Inter-organisational Collaboration: Concepts and Theories	131	(21)
Introduction	131	(1)
Defining Collaboration	132	(6)
Motives for Collaboration	138	(6)
Theories of Collaboration	144	(6)
Conclusion	150	(2)
Types and Stages of Inter-organisational Collaboration	152	(36)
Introduction	152	(4)
Typologies of Collaboration	156	(4)
Huxham's Dimensions of the Rationale for Collaboration	160	(3)
Terpstra and Simonin's Coverage--Form--Mode--Motive Typology	163	(6)
Selin's Typology of Sustainable Tourism Partnerships	169	(3)
Stages of Inter-organisational Collaboration	172	(8)
Conclusion	180	(2)
Appendix: A Gallery of Proposed Definitions of Collaboration and Allied Terms	182	(6)
Collaborative Effectiveness and Inter-organisational Governance	188	(37)
Introduction	188	(1)
Drivers of Collaborative Effectiveness	189	(4)
Life Cycle Approach	193	(9)
Thematic Approaches	202	(9)
Empirical Studies of Collaborative Effectiveness	211	(7)
Conclusion	218	(7)
Part 4: Tourism Marketing Collaboration in Practice
Global Airline Alliances	225	(35)
Globalisation and the Rationale for Airline Alliances	225	(7)
Functional Coverage of Airline Alliances	232	(6)
Alliance Structures	238	(7)
Case Study: Star Alliance -- The Collaborative Strategy Process	245	(12)
Conclusion	257	(3)
Hotel Consortia	260	(24)
Introduction	260	(5)
Benefits and Drawbacks of Consortium Membership	265	(4)
Consortium Trends	269	(8)
Case Study: Best Western -- The World's Largest Hotel Chain®	277	(5)
Conclusion	282	(2)
Destination Collaboration	284	(39)
Introduction	284	(3)
Benefits and Drawbacks of Destination Collaboration	287	(4)
Opportunities for Destination Collaboration	291	(3)
Destination Collaboration in Action	294	(15)
Conclusion	309	(14)
Part 5: From Competition to Collaboration in the Tourism Industry
Conclusions	323	(39)
The Collaborative Strategic Tourism Marketing Planning Process	323	(2)
Situational Analysis	325	(13)
Strategic Tourism Marketing Planning	338	(8)
Strategic Tourism Marketing Implementation and Control	346	(13)
Concluding Comments	359	(3)
References	362	(14)
Index	376