Tourism Marketing: A Collaborative approach

Alan Fyall, Brian Garrod

Research output: Book/ReportBook

125 Citations (SciVal)


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.
Original languageEnglish
PublisherChannel View Publications
ISBN (Print)187315089X
Publication statusPublished - 2004


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