Tourism Marketing: A Collaborative Approach

By Alan Fyall and Brian Garrod

This book provides a thorough and detailed understanding of tourism marketing principles and practice within the context of inter-organisational collaboration. The book begins with an overview of existing marketing and strategic marketing theory and practice before introducing concepts, theories and issues central to inter-organisational collaboration. The book then concludes with a series of detailed thematic chapters with contemporary tourism marketing case study material which explores the myriad of collaborative marketing strategies undertaken by tourism organisations across the world.

• Language: English
• Publisher: Channel View Publications
• Release date: Dec 21, 2004
• ISBN: 9781845412920

Alan Fyall

Alan Fyall is Associate Dean of Academic Affairs and Visit Orlando Endowed Chair of Tourism Marketing at the Rosen College of Hospitality Management, and is a member of the University of Central Florida’s National Center for Integrated Coastal Research. His current research interests relate to coastal tourism and destination resilience in Florida and the Caribbean. Alan currently teaches International Tourism Management and Destination Marketing & Management and to date has examined 27 PhDs in the UK, India, France, South Africa, Australia, Hong Kong and Malaysia. He has organized a number of international conferences and workshops for academic, professional and governmental audiences and is frequently invited to deliver keynote addresses. He is the editor of Elsevier’s Journal of Destination Marketing & Management and sits on the editorial boards of many leading journals.