Tourism Marketing: A Collaborative Approach
- ISBN-10
- 1845412923
- ISBN-13
- 9781845412920
- Series
- Tourism Marketing
- Category
- Business & Economics
- Pages
- 332
- Language
- English
- Published
- 2004-12-21
- Publisher
- Channel View Publications
- Authors
- Dr. Alan Fyall, Dr. Brian Garrod
Description
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.
Get the book
Other editions
Similar books
-
Tourism Marketing for Cities and Towns: Using Social Media and Branding to Attract Tourists
By Bonita KolbThis book provides both practical advice with real-world application and a theoretical background to the field as a whole.
-
The Routledge Handbook of Tourism Marketing
By Scott McCabeThis is essential reading for Tourism students, researchers and academics as well as those of Marketing, Business, Events Management and Hospitality Management.
-
Introduction to Travel and Tourism Marketing
By Johan Wilhelm Strydom, J. Alf BennettThis book provides an introduction to the marketing of travel strategy market segmentation, marketing research and marketing planning.
-
Successful Tourism Marketing: A Practical Handbook
By Susan Briggs""Successful Tourism Marketing"" is designed to benefit anyone seeking to promote a tourism 'product' or service, whether it is a destination, visitor attraction, hotel or tour operation.
-
Tourism Marketing for Developing Countries: Battling Stereotypes and Crises in Asia, Africa and the Middle East
By Eli Avraham, Eran KetterTourism Marketing for Developing Countries examines media strategies used by destinations in Asia, the Middle East and Africa to battle stereotypes, negative images and crises in order to attract tourists .
-
Tourism Planning and Destination Marketing
By Mark Anthony CamilleriTourism Planning and Destination Marketing provides an in-depth understanding of the tourism marketing environment, including destination branding, distribution channels, etourism, digital media, and sustainable and responsible tourism ...
-
Progress in Tourism Marketing
By Luisa Andreu, Metin KozakThe aim of this book are two-fold: (1) to evaluate the current progress of theoretical approaches to tourism marketing and (2) to show the ways to further develop the concept of tourism marketing for application within tourist destinations ...
-
Marketing and Managing Tourism Destinations
By Alastair M. MorrisonMarketing and Managing Tourism Destinations is a comprehensive and integrated textbook which uniquely considers both destination marketing and management in one volume.
-
Tourism Marketing
To remain competitive , a destination must consider its biggest competitors , while considering its own size and position in the tourism market . The final aspect of the micro - environment is public , which is any group that has an ...
-
Destination Marketing: Essentials
By Steven PikeThis new second edition has been revised and updated to include: new slimline 15-chapter structure new chapters on Destination Competitiveness and Technology new and updated case studies throughout, including emerging markets new content on ...