Thisinnovativeandoriginalbookprovidesvaluableinsightsintotheinterorganisationaldynamicsofcollaborationintourismmarketing.Specificattentionisgiventoglobalairlinealliances,internationalhotelconsortia,anddestinationcollaborationbetweennations.Thebookbeginsbyprovidingadetailedunderstandingoftourismmarketingprinciplesandpracticewithinthecontextofinter-organisationalcollaboration.Theimpactofcollaborationontourismmarketingstrategyandtheimplementationofmarketingprogrammesisthenexplored.
Issuesfordiscussionincludethebenefitsanddrawbacksofcollaborationmarketing,theinternalprocesses,resourceimplicationsandexternalimpactsofcollaborationmarketing,andthechallengeofmanagingparallelcompetitiveandcollaborativemarketingstrategies.TourismMarketing:ACollaborativeApproachoffersastrategicmarketingframeworkforapplicationininterorganisationalsettingswithinthetourismindustry.Theexistingmarketingparadigmisquestionedinanindustrywhererarelydoesanyoneorganisationownorcontrolallelementsofthetourismproduct.
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