Consumers\' planned behavior is often very different to what is actually consumed. Consumer plans can relate to four behaviors: planned and done (deliberate strategies); and unplanned and not done (unused strategies)....

How can tourism professionals take advantage of all the benefits of international cooperation while minimizing the potentially disastrous risks of failure? Global Alliances in Tourism and Hospitality Management provides empirical research, case studies, and theory to help you make the right decisions about this potentially high-profit strategy....