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Co-Operative Marketing Structures In Rural Tourism: The Irish Case, Catherine Gorman

Books / Book chapters

It is recognised that co-operative practises amongst tourism providers creates competitive advantage through utilising and sharing resources. This leads to efficiencies and more effective provision of a valued experience for the visitor. This chapter explores the co-operative practises being utilised by three groups operating within the rural tourism sector in Ireland. It identifies barriers to co-operation and summates that frequent communication and evident benefits are key considerations in implementing an effective co-operative approach.