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

By: Contributor(s): Material type: TextTextSeries: Aspects of Tourism ; 18Publisher: Bristol, UK; Blue Ridge Summit, PA : Channel View Publications, [2004]Copyright date: ©2004Description: 1 online resource (400 p.)Content type:
Media type:
Carrier type:
ISBN:
  • 9781873150900
  • 9781873150917
Subject(s): DDC classification:
  • 910/.68/8 22
LOC classification:
  • G155.A1 F93 2005
Other classification:
  • online - DeGruyter
Online resources: Available additional physical forms:
  • Issued also in print.
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
Summary: 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.
Holdings
Item type Current library Call number URL Status Notes Barcode
eBook eBook Biblioteca "Angelicum" Pont. Univ. S.Tommaso d'Aquino Nuvola online online - DeGruyter (Browse shelf(Opens below)) Online access Not for loan (Accesso limitato) Accesso per gli utenti autorizzati / Access for authorized users (dgr)9781873150917

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

restricted access online access with authorization star

http://purl.org/coar/access_right/c_16ec

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.

Issued also in print.

Mode of access: Internet via World Wide Web.

In English.

Description based on online resource; title from PDF title page (publisher's Web site, viewed 30. Aug 2021)