Travel marketing

Author: Lin Zengxue
Publisher:
Publish Date: 2004-06-01
Features: This book is one of the "New Century Vocational and Technical College Tourism Professional Planning Textbooks." It is compiled based on the teaching requirements of the tourism management major in vocational and technical colleges. The content includes an introduction to tourism marketing, analysis and operation of the tourism marketing environment, analysis of tourism purchase behavior, tourism market research and forecasting, tourism marketing strategy and marketing mix strategy, tourism market segmentation and target market selection and positioning, tourism product strategy, pricing strategy, communication and promotion mix strategy, and tourism marketing management, as well as tourism marketing channel strategy. This book fully incorporates the latest theoretical achievements and practical developments in domestic and international tourism marketing research. It is both scientifically rigorous and boldly innovative, designed to meet the demands of modern tourism marketing development.