Tourism marketing

Author: Liu Deguang / Chen Kai / Xu Hangjun (editors)
Publisher:
Publish Date: 2005-07-01
Features: Since the beginning of the 21st century, the marketing environment faced by Chinese enterprises has undergone significant changes. With China's entry into the WTO, domestic enterprises have also faced challenges from international companies, particularly in the service sector where competition has become fiercer. The public sector has encountered new development opportunities and challenges, while cultural markets, sports markets, and elderly markets have emerged as rapidly growing sectors in China with great future potential. At the same time, the marketing activities of Chinese enterprises have undergone qualitative transformations, evolving from tentative steps in the 1980s to independent operations in the 1990s, and from simple imitation to localized innovation. Chinese enterprises' marketing behavior is gradually maturing. The influx of multinational corporations has intensified the confrontation and integration of local and Western marketing models, and it can be said that we are living in an era of passionate marketing. Marketing issues in the public sector, educational institutions, medical institutions, and other non-profit organizations have begun to attract widespread attention and require specialized research. The elderly market in China has become a new focus for development after the country entered the "aging nation" phase, and elderly marketing has been extensively studied abroad. China's elderly market demands serious investigation. Banking marketing, tourism marketing, and cross-border marketing in retail are among the hot topics in China's current market development. How Chinese enterprises can engage in related marketing after joining the WTO warrants attention. China's cultural and sports sectors have developed rapidly, and many enterprises and relevant individuals are keenly interested in how to conduct cultural and sports marketing. Among these, the development of the book market and the newspaper industry is particularly noteworthy.
To this end, the School of Business Administration at Zhongnan University of Economics and Law has collaborated with Tsinghua University Press to jointly plan the "Frontiers of Marketing Series." This series aims to provide fresh perspectives, systematic theories, and practical analyses to specifically address some of the current marketing frontiers facing China. It combines theoretical depth with practicality and systematicity with readability, striving to offer in-depth yet accessible insights into marketing issues in the aforementioned fields.
Of course, the marketing frontiers faced by Chinese enterprises extend beyond these. This series focuses on researching emerging market marketing issues that urgently need resolution. Some of the topics are the primary research directions and achievements of the series' authors in recent years, while others are based on the authors' extensive preliminary research and findings accumulated over a long period. Most of the selected topics are being systematically researched and published in book form for the first time in China.
Currently, this series plans to publish twelve books, including "International Marketing in Retail," "Modern Commercial Banking Marketing," "Marketing Management in Medical Institutions," "Tourism Marketing," "Customer-Oriented Higher Education Marketing," "Cultural Marketing," "Marketing in the Book Industry," "Media Marketing," "Sports Marketing," "Marketing for Women," and "Silver Marketing." In the future, as China's marketing field continues to evolve and innovate, we will write more works tailored to China's national conditions.
This series is suitable for managers in relevant departments and enterprises, as well as marketing practitioners. It can also serve as a reference for marketing professionals or supplementary teaching material for marketing students.
Editorial Committee of the "Frontiers of Marketing Series"
April 2004
Tourism Marketing
This book explains the theories and methods of tourism marketing in plain and accessible language, making complex marketing concepts easy to learn and understand while emphasizing practicality. For specific marketing activities such as market research, market segmentation, product differentiation, and marketing planning, it not only provides practical methods but also incorporates corresponding cases to facilitate learning and application. The book proposes different marketing strategies for various tourism products, offering guidance for different tourism practitioners. Additionally, the book places great emphasis on incorporating the latest theories and methods in tourism marketing. Its target readers include tourism professionals and students majoring in tourism management.