Tourism marketing : a collaborative approach
著者
書誌事項
Tourism marketing : a collaborative approach
(Aspects of tourism, 18)
Channel View Publications, c2005
- : hbk
- : pbk
大学図書館所蔵 全44件
  青森
  岩手
  宮城
  秋田
  山形
  福島
  茨城
  栃木
  群馬
  埼玉
  千葉
  東京
  神奈川
  新潟
  富山
  石川
  福井
  山梨
  長野
  岐阜
  静岡
  愛知
  三重
  滋賀
  京都
  大阪
  兵庫
  奈良
  和歌山
  鳥取
  島根
  岡山
  広島
  山口
  徳島
  香川
  愛媛
  高知
  福岡
  佐賀
  長崎
  熊本
  大分
  宮崎
  鹿児島
  沖縄
  韓国
  中国
  タイ
  イギリス
  ドイツ
  スイス
  フランス
  ベルギー
  オランダ
  スウェーデン
  ノルウェー
  アメリカ
注記
Includes bibliographical references (p. 362-375) and index
内容説明・目次
内容説明
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.
目次
Preface
Acknowledgements
List of Acronyms
Part 1: Collaboration and Tourism
1 Collaboration and Tourism
2 Collaborative Marketing: A New Marketing Paradigm
Part 2: Strategic Tourism Marketing Planning
3 Situation Analysis
4 Tourism Marketing Planning, Implementation and Control
Part 3: Inter-organisational Collaboration
5 Inter-organisational Collaboration: Concepts and Theories
6 Types and Stages of Inter-organisational Collaboration
7 Collaborative Effectiveness and Inter-organisational
Part 4: Tourism Marketing Collaboration in Practice
8 Global Airline Alliances
9 Hotel Consortia
10 Destination Collaboration
Part 5: From Competition to Collaboration in the Tourism Industry
11 Conclusions
References
Index
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