Tourism Marketing: A Collaborative Approach (Aspects of Tourism)

Fyall, Alan, Garrod, Brian

Published by Channel View Publications, 2004
ISBN 10: 187315089X / ISBN 13: 9781873150894
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Synopsis: 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.

About the Author: 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.

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Title: Tourism Marketing: A Collaborative Approach ...
Publisher: Channel View Publications
Publication Date: 2004
Book Condition: Very Good

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Brian Garrod; Alan Fyall
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Book Description Channel View Publications. Paperback. Condition: VERY GOOD. Light rubbing wear to cover, spine and page edges. Very minimal writing or notations in margins not affecting the text. Possible clean ex-library copy, with their stickers and or stamp(s). Seller Inventory # 2870559676

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Book Description Channel View Publications,, Clevedon, Avon, 2005. Soft Cover. Condition: Near Fine. xvi + 381pp Channel View Publications, 2005 Aspects of Tourism Series,18. Previous owner 's name on title page . Contents clean, binding tight. Selling for Oxfam !. Seller Inventory # 009722

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Book Description Channel View Publications Ltd, United Kingdom, 2005. Paperback. Condition: New. Language: English . Brand New Book. 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. Seller Inventory # AAR9781873150894

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Book Description Channel View Publications Ltd, United Kingdom, 2005. Paperback. Condition: New. Language: English . Brand New Book. 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. Seller Inventory # AAR9781873150894

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