Tourism Marketing (e-bok)
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illustrated ed
Channel View Publications
Garrod, Brian
Tourism Marketing (e-bok)

Tourism Marketing (e-bok)

A Collaborative Approach

E-bok (PDF - DRM), Engelska, 2004-12-21
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This book provides a thorough and detailed understanding of tourism marketing principles and practice within the context of inter-organisational collaboration. The book begins with an overview of existing marketing and strategic marketing theory and practice before introducing concepts, theories and issues central to inter-organisational collaboration. The book then concludes with a series of detailed thematic chapters with contemporary tourism marketing case study material which explores the myriad of collaborative marketing strategies undertaken by tourism organisations across the world.
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Recensioner i media

"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).

Övrig information

Both Alan Fyall and Brian Garrod have published widely in the area of tourism. Their work has appeared in quality academic journals, has been presented at major international conferences, and has led to contract research with a number of organisations, including the OECD, World Tourism Organization and former British Tourist Authority. They have recently edited the book Managing Visitor Attractions: New Directions (Butterworth-Heinemann).


PART ONE: COLLABORATION AND TOURISM: 1 - Collaboration and Tourism; 2 - Collaborative Marketing - A New Marketing Paradigm. PART TWO - STRATEGIC TOURISM MARKETING PLANNING: 3 - Situation Analysis; 4 - Tourism Marketing Planning, Implementation and Control. PART THREE - INTER-ORGANISATIONAL COLLABORATION: 5 - Inter-organisational Collaboration - Concepts and Theories; 6 - Types and Stages of Inter-organisational Collaboration; 7 - Collaboration Effectiveness and Inter-organisational Governance. PART FOUR - TOURISM MARKETING COLLABORATION IN PRACTICE: 8 - Global Airline Alliances; 9 - Hotel Consortia; 10 - Destination Collaboration. PART FIVE - FROM COMPETITION TO COLLABORATION IN THE TOURISM INDUSTRY: 11 - Conclusions