Tourism Marketing: A Collaborative Approach (Aspects of Tourism, 18)

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. 

Alan Fyall is Associate Dean of Academic Affairs and Visit Orlando Endowed Chair of Tourism Marketing at the Rosen College of Hospitality Management, and is a member of the University of Central Florida’s National Center for Integrated Coastal Research. His current research interests relate to coastal tourism and destination resilience in Florida and the Caribbean. Alan currently teaches International Tourism Management and Destination Marketing & Management and to date has examined 27 PhDs in the UK, India, France, South Africa, Australia, Hong Kong and Malaysia. He has organized a number of international conferences and workshops for academic, professional and governmental audiences and is frequently invited to deliver keynote addresses. He is the editor of Elsevier’s Journal of Destination Marketing & Management and sits on the editorial boards of many leading journals.