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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