Tourism Marketing (Selected and Translated Excerpts from Tourism Service Management)

Author: Johnson
Publisher:
Publish Date: 2004-05-01
Features: With the shift of mainstream business activities in Australia from manufacturing and industry to the service sector, the marketing of tourism has become increasingly important. Many view the tourism industry as being driven by intelligence, as the purchase behavior of tourism products or services requires consumers to evaluate them mentally first. The marketing of the travel and tourism industry differs from other industries because the products of other industries are tangible, allowing people to see, touch, or smell them, whereas the employees of the tourism industry sell an "opportunity to enjoy a holiday" or "a chance to fulfill a dream." It is a customer-centric industry that requires every employee to have strong interpersonal skills. This book is intended for students or professionals who want to acquire basic knowledge and skills in product or service marketing in complex markets. To market in complex market environments, relevant personnel must understand the complex needs of customers and the ever-changing market, must know how to obtain information in these areas, and must understand how to apply this information to the company's marketing planning, implementation, and management.