Travel Marketing

Author: Tao Zhuomin, Hu Jing (editors)
Publisher:
Publish Date: 2003-07-01
Features: This book elaborates on the basic knowledge, fundamental theories, and essential methods of tourism marketing. The entire book consists of 12 chapters, covering topics such as the origin and development of tourism marketing; marketing strategy and environmental analysis; analysis of tourist consumer behavior; tourism market research and forecasting; tourism market segmentation and target market selection; tourism market positioning strategies; tourism marketing mix; tourism product strategies; tourism product pricing strategies; tourism sales channel strategies; tourism promotion strategies; and tourism marketing organization, planning, implementation, and control. Each chapter is followed by review questions, and some chapters also include case studies. This book can serve as a textbook for tourism management programs in higher education institutions, as well as a teaching material for self-study exams in higher education and training for tourism professionals.