Tourism Marketing A Collaborative Approach

by Fyall, Alan; Garrod, Brian

• ISBN13: 9781873150900
• ISBN10: 1873150903
• Format: Hardcover
• 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

Collaboration and tourism
Collaboration and tourism	p. 3
Collaborative marketing : a new marketing paradigm	p. 19
Strategic tourism marketing planning
Situation analysis	p. 54
Tourism marketing planning, implementation and control	p. 88
Inter-organisational collaboration
Inter-organisational collaboration : concepts and theories	p. 131
Types and stages of inter-organisational collaboration	p. 152
Collaborative effectiveness and inter-organisational governance	p. 188
Tourism marketing collaboration in practice
Global airline alliances	p. 225
Hotel consortia	p. 260
Destination collaboration	p. 284
From competition to collaboration in the tourism industry
Conclusions	p. 323
Table of Contents provided by Blackwell. All Rights Reserved.