Tourism marketing

Author: Li Zhaorong
Publisher: Wuhan University Press
Book Description:
This book employs established marketing theories to explain how the tourism industry meets the needs of travelers and captures market share in today's international market. Guided by the principle of "enough theory and a focus on practicality," the book elaborates on the strategies tourism businesses can adopt to succeed in the globalized market.
This textbook is designed based on the current operational procedures of tourism enterprises and future development trends. It incorporates research findings and proven business methods, emphasizing practicality over theoretical comprehensiveness. The book consists of 10 chapters, presented in a manner that is easy to understand and relevant to the learning psychology of vocational and technical college students. It introduces both the patterns of change in the tourism market and effective marketing methods, supported by practical cases and analyses for learning and reference. The book's key features are its close integration of theory with practice, simplicity, clarity, and ease of learning.
Table of Contents:
Chapter 1: Overview of Tourism Marketing
Section 1: Marketing and Marketing Science
Section 2: Tourism Marketing
Chapter 2: Analysis of Tourism Marketing Environment
Section 1: Macro Environment Analysis of Tourism Marketing
Section 2: Micro Environment Analysis of Tourism Marketing
Section 3: Opportunity and Risk Analysis of Tourism Marketing
Chapter 3: Analysis of Tourists' Buying Behavior
Section 1: Characteristics of Tourists' Buying Behavior
Section 2: Major Factors Influencing Tourists' Buying Behavior
Section 3: The Formation Process of Tourists' Buying Behavior Decisions
Chapter 4: Target Marketing in Tourism
Section 1: Segmentation of the Tourism Market
Section 2: Setting the Target Market
Section 3: Tourism Market Positioning
Chapter 5: Tourism Product Strategy
Section 1: Overview of Tourism Products
Section 2: Tourism Product Lifecycle Strategy
Section 3: Development of New Tourism Products
Section 4: Tourism Product Combination Strategy
Section 5: Tourism Product Brand Strategy
Chapter 6: Tourism Pricing Strategy
Section 1: Overview of Tourism Product Pricing
Section 2: Tourism Product Pricing Strategy
Section 3: Price Adjustments
Chapter 7: Tourism Marketing Channels
Section 1: Concept of Tourism Marketing Channels
Section 2: Classification of Tourism Marketing Channels
Section 3: Factors Influencing the Selection of Tourism Marketing Channels
Section 4: Selection and Management of Tourism Marketing Channels
Chapter 8: Tourism Promotion Strategy
Section 1: Overview of Promotion and Promotion Strategy
Section 2: Advertising
Section 3: Personal Selling
Section 4: Sales Promotion
Section 5: Public Relations
Section 6: Tangible Demonstrations
Chapter 9: Tourism Marketing Management
Section 1: Overview of Marketing Management in Tourism Enterprises
Section 2: Tourism Marketing Plan
Section 3: Execution of Tourism Marketing Plan
Section 4: Marketing Control in Tourism Enterprises
Chapter 10: New Developments in Tourism Marketing
Section 1: Trends in Marketing Development Based on the Shift in Marketing Concepts and Strategies
Section 2: New Types of Marketing Strategies
References