Travel Marketing

Author: Gu Huimin
Publisher:
Publish Date: 2002-03-01
Features: In the writing of this book, the author strives to embody the following principles: , Systematicity. As mentioned earlier, this book serves as a textbook, covering the basic concepts of tourism marketing and the main subsystems of tourism marketing practice. Through learning, readers will gain a clear understanding of the overall framework of this discipline. Second, Foresight. Lagging views and information are often a major flaw in textbook writing. During the writing process of this book, although there were such concerns, the author made every effort to overcome this shortcoming and paid attention to introducing the cutting-edge theories of this discipline in the arrangement of the content. Third, Practicality. Tourism marketing is an applied science, so the book always starts from practicality during the writing process, striving to provide readers with usable knowledge and information. The book does not stay within the general theoretical framework of marketing, but builds upon it, analyzing the specific characteristics of the various subsystems that constitute the tourism industry from the perspectives of tourism products and tourism demand, and focuses on researching how to carry out targeted marketing. Fourth, Conciseness. The book strives to accurately and concisely explain the theories of tourism marketing within a limited space, eliminating complex theoretical model content, while avoiding overly obscure academic language and lengthy discussions, making it accessible to a broader readership. The book is divided into three parts: the Upper Part introduces the basic concepts of tourism marketing and its development trends, the Middle Part introduces the basic process of tourism marketing management, and the Lower Part introduces the practical aspects of conducting marketing from the main components of the tourism industry. Relevant cases related to the teaching content are also compiled at the end of each chapter. These cases include successful experiences as well as lessons from failures, hoping to provide readers with inspiration.