Description
Book SynopsisThis 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.
Trade Review“This well-written, innovative, ground-breaking text lifts our knowledge of tourism marketing to another level and adds scholarly insight into our understanding of the topic. This is a strong addition to the tourism literature and I recommend it without reservation.”
* Ross K. Dowling PhD, Foundation Professor of Tourism (Edith Cowan University). *
Table of ContentsPreface
Acknowledgements
List of Acronyms
Part 1: Collaboration and Tourism
1 Collaboration and Tourism
2 Collaborative Marketing: A New Marketing Paradigm
Part 2: Strategic Tourism Marketing Planning
3 Situation Analysis
4 Tourism Marketing Planning, Implementation and Control
Part 3: Inter-organisational Collaboration
5 Inter-organisational Collaboration: Concepts and Theories
6 Types and Stages of Inter-organisational Collaboration
7 Collaborative Effectiveness and Inter-organisational
Part 4: Tourism Marketing Collaboration in Practice
8 Global Airline Alliances
9 Hotel Consortia
10 Destination Collaboration
Part 5: From Competition to Collaboration in the Tourism Industry
11 Conclusions
References
Index
