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.

“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.”

• Preface Acknowledgements List of Acronyms Part 1: Collaboration and Tourism1 Collaboration and Tourism 2 Collaborative Marketing: A New Marketing Paradigm Part 2: Strategic Tourism Marketing Planning3 Situation Analysis 4 Tourism Marketing Planning, Implementation and Control Part 3: Inter-organisational Collaboration5 Inter-organisational Collaboration: Concepts and Theories6 Types and Stages of Inter-organisational Collaboration 7 Collaborative Effectiveness and Inter-organisationalPart 4: Tourism Marketing Collaboration in Practice8 Global Airline Alliances 9 Hotel Consortia 10 Destination Collaboration Part 5: From Competition to Collaboration in the Tourism Industry11 Conclusions References Index

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.

“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.”

• Preface Acknowledgements List of Acronyms Part 1: Collaboration and Tourism1 Collaboration and Tourism 2 Collaborative Marketing: A New Marketing Paradigm Part 2: Strategic Tourism Marketing Planning3 Situation Analysis 4 Tourism Marketing Planning, Implementation and Control Part 3: Inter-organisational Collaboration5 Inter-organisational Collaboration: Concepts and Theories6 Types and Stages of Inter-organisational Collaboration 7 Collaborative Effectiveness and Inter-organisationalPart 4: Tourism Marketing Collaboration in Practice8 Global Airline Alliances 9 Hotel Consortia 10 Destination Collaboration Part 5: From Competition to Collaboration in the Tourism Industry11 Conclusions References Index

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.

“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.”

• Preface Acknowledgements List of Acronyms Part 1: Collaboration and Tourism1 Collaboration and Tourism 2 Collaborative Marketing: A New Marketing Paradigm Part 2: Strategic Tourism Marketing Planning3 Situation Analysis 4 Tourism Marketing Planning, Implementation and Control Part 3: Inter-organisational Collaboration5 Inter-organisational Collaboration: Concepts and Theories6 Types and Stages of Inter-organisational Collaboration 7 Collaborative Effectiveness and Inter-organisationalPart 4: Tourism Marketing Collaboration in Practice8 Global Airline Alliances 9 Hotel Consortia 10 Destination Collaboration Part 5: From Competition to Collaboration in the Tourism Industry11 Conclusions References Index