TY  - BOOK
AU  - Fyall,Alan
AU  - Garrod,Brian
TI  - Tourism Marketing: A Collaborative Approach 
T2  - Aspects of Tourism
SN  - 9781873150900
AV  - G155.A1 F93 2005
U1  - 910/.68/8 22
PY  - 2004///]
CY  - Bristol, UK, Blue Ridge Summit, PA : 
PB  - Channel View Publications, 
KW  - Tourism
KW  - Marketing
KW  - Sales & marketing
KW  - Tourism industry
KW  - BUSINESS & ECONOMICS / Industries / Hospitality, Travel & Tourism
KW  - bisacsh
KW  - collaboration and tourism
KW  - collaboration marketing
KW  - collaborative marketing strategies
KW  - competitive marketing strategies
KW  - inter-organisational collaboration
KW  - strategic tourism marketing planning
KW  - tourism marketing principles
KW  - tourism marketing strategy
KW  - tourism marketing
N1  - 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; Issued also in print
N2  - 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
UR  - https://doi.org/10.21832/9781873150917
UR  - https://www.degruyter.com/isbn/9781873150917
UR  - https://www.degruyter.com/cover/covers/9781873150917.jpg
ER  -