Tourism Marketing: A Collaborative Approach

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This innovative and original book provides valuable insights into the inter-organizational 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-organisationa 1 collaboration. The impact of collaboration on tourism marketing strategy and the implementation of marketing programmers is then explored. Issuesfor 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. Table Of 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 Comments