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

Buch 41 von 96: Aspects of Tourism

Fyall, Alan; Garrod, Brian

 
9781873150894: Tourism Marketing: A Collaborative Approach (Aspects of Tourism, 18)
Softcover
ISBN 10: 187315089X ISBN 13: 9781873150894
Verlag: Channel View Publications, 2005

Inhaltsangabe

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.

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Über die Autorin bzw. den Autor

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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Verlag
Channel View Publications
Erscheinungsdatum
2005
Sprache
Englisch
ISBN 10 
187315089X
ISBN 13 
9781873150894
Einband
Taschenbuch
Anzahl der Seiten
400
Kontakt zum Hersteller
Nicht verfügbar
Verantwortliche Person
gpsr@libri.de
gpsr@libri.de

Europaallee 1
Bad Hersfeld
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Deutschland