Travel marketing

Author: Ma Yong
Publisher:
Publish Date: 2003-09-01
Features: This book emphasizes the combination of theory and practicality, reflecting the integration of general principles and typical cases. It focuses on the systematic summary of current tourism marketing theories, making it suitable as a teaching material for tourism colleges and tourism departments in comprehensive universities, as well as a reference for tourism marketing professionals. The book systematically introduces the basic theories of tourism marketing. The main content of the book includes an introduction, tourism marketing environment, analysis of tourist buying behavior, tourism market segmentation, selection of tourism target markets, tourism marketing positioning, tourism marketing mix, tourism product strategy, tourism product pricing, tourism distribution channels, tourism promotion, tourism marketing research, and tourism marketing control and management, totaling 13 chapters. Each chapter is accompanied by relevant cases.