Tourism Marketing

"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 ©2004 Book News, Inc., Portland, OR