Destination marketing requires businesses in a geographically limited area to work together to create greater levels of awareness of the destination. This book provides a holistic and systematic view of the collaborative strategies and processes with a focus on capacity and competence building for tourism organizations and destinations within an increasingly competitive marketing context. This book introduces the concept of collaboration and strategic networks as a destination marketing strategy. The book also provides valuable insights and guidelines into the process of strategic networking, while evidence from case studies has been integrated to support and enhance the strategies proposed. The book's systematic approach of combining theoretical/conceptual framework with practical industry implications makes the concepts easy to understand and implement in the business world. It is suitable for researchers and students in tourism and related subjects.
| ISBN: | 9781845936563 |
| Publication date: | 1st January 1996 |
| Author: | Y. Wang |
| Publisher: | CABI Publishing |
| Format: | Hardback |
| Pagination: | 256 pages |
| Genres: |
Hospitality and service industries Sales and marketing |