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This innovative and original book provides valuable insights into the inter-organisational 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 -organ isationa 1 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 inter-organisational settings within the tourism industry. The existing marketing paradigm is questioned in an industry where rarely does anyone organisation own or control all elements of the tourism product.
Contents: Collaboration and Tourism • Introduction • Drivers of Collaboration • Conclusion • Collaborative Marketing: A New Marketing Paradigm • Introduction • Components of Marketing • Definitions of Marketing • Emerging Relational Perspectives on Marketing • The Marketing of Tourism • Collaboration: A New Marketing Paradigm? • Strategic Tourism Marketing Planning • Situation Analysis • Strategic Context • Marketing Audit • Conclusion • Tourism Marketing Planning, Implementation and Control • Marketing Strategy Formulation and Planning • Marketing Control • Conclusion • Inter-organisational Collaboration • Inter-organisational Collaboration: Concepts and Theories • Introduction • Defining Collaboration • Motives for Collaboration • Theories of Collaboration • Introduction • Typologies of Collaboration • Huxham’s Dimensions of the Rationale for Collaboration • Terpstra and Simonin’s Coverage-Form-Mode-Motive Typology • Selin’s Typology of Sustainable Tourism Partnerships, Stages of Inter-organisational Collaboration • Conclusion • Appendix: A Gallery of Proposed Definitions of Collaboration and Allied Terms • Collaborative Effectiveness and Inter-organisational Governance • Introduction • Drivers of Collaborative Effectiveness • Life Cycle Approach • Thematic Approaches • Empirical Studies of Collaborative Effectiveness • Conclusion • Tourism Marketing Collaboration in Practice • Global Airline Alliances • Globalisation and the Rationale for Airline Alliances • Functional Coverage of Airline Alliances • Alliance Structures • Case Study: Star Alliance - The Collaborative Strategy Process • Conclusion • Hotel Consortia • Introduction • Benefits and Drawbacks of Consortium Membership • Consortium Trends • Case Study: Best Western - The World’s Largest Hotel Chain ® • Destination Collaboration • Introduction • Benefits and Drawbacks of Destination • Collaboration, Opportunities for Destination • , Collaboration Destination Collaboration in Action • Conclusion • From Competition to Collaboration in the Tourism Industry • Conclusions • The Collaborative Strategic Tourism Marketing Planning Process • Situationional Analysis • Strategic Tourism Marketing Planning • Strategic Tourism Marketing Implementation and Control • Concluding CommentsISBN - 9788130902999
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Pages : 384
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