Tourism Marketing: A Collaborative Approach

"While there is a large number of [marketing and tourism] books," the authors assert "these books largely fail to acknowledge that collaboration is now an integral component of tourism marketing strategy." Fyall and Garrod (they are based in Britain, but their affiliations are not stated) have written extensively on tourism and here offer a thorough explication of the importance of collaboration among tourism planners, and the complexities. They present contextual background, a critical overview of tourism marketing strategies, a detailed discussion of inter-organizational exchange theory, some practical applications of outlined theoretical perspectives, and a strategic framework for implementation. The book is distributed in the U.S. by UTP Distribution. Annotation c2004 Book News, Inc., Portland, OR (booknews.com)

Both Alan Fyall and Brian Garrod have published widely in the area of tourism. Together, they have recently edited the book Managing Visitor Attractions: New Directions with Anna Leask, while Brian has also edited the book Marine Ecotourism: Issues and Experiences with Julie C. Wilson, published by Channel View Publications.