Travel Service Marketing (3rd Edition)

Author: Morrison
Publisher:
Publish Date: 2004-01-01
Features: This book fully reflects Dr. Morrison's international background and his unique blend of practical experience and academic research. As a Scottish, he has lived and worked in four countries for extended periods. His professional and educational background provides him with the fundamental elements to write a practical marketing textbook—deep understanding of marketing theory and clear insight into which theories are most effective in practice. The book is aimed at readers who are currently involved in or are about to enter the tourism service industry, explaining the planning, implementation, and evaluation of tourism service marketing. It places particular emphasis on how marketing concepts can be infused into the operations of hotels, airlines, restaurants, and travel agencies. The explanation of the tourism service marketing system, the PRICE model, and the 8P theory is both comprehensive and accessible, revealing the essence of tourism service marketing. Combined with the latest developments in the modern tourism service industry, the book prominently lists learning objectives, key terms, excellent cases, and a technology showcase. With its rich content in the appendix, the book is highly readable and has been selected as a classic textbook by universities in the United States.