Travel Marketing

Author: Lin Nanzhi
Publisher:
Publish Date: 2000-08-01
Features: Based on retaining and inheriting the recognized system structure and some chapter content of the original version, this book has undergone necessary additions, deletions, and revisions. To meet the needs of linking theory with practice, the content has been enriched with practical insights and experiences from actual departments.
1. Content Structure: The chapters are arranged in closer alignment with the practical content of marketing activities. After reorganization, the book consists of 4 parts and 14 chapters.
- Part 1: General Theory, aimed at establishing the basic concepts of tourism marketing, with a focus on the study of marketing concepts. As the foundation and a crucial step of all marketing activities, it introduces the analysis of tourist purchasing behavior, theories of tourism markets and market segmentation, and expands the original content by adding a chapter on tourism market positioning.
- Part 2: Tourism Marketing Strategies, discusses the four major marketing strategies: product strategy, pricing strategy, promotion strategy, and distribution channel strategy.
- Part 3: Tourism Service Marketing, a newly added part that is currently a hot topic of research among scholars both domestically and internationally. We discuss it from three aspects: the concept of service marketing, service quality and marketing, and service marketing strategies.
- Part 4: Tourism Marketing Management, includes three aspects: tourism marketing information and research, marketing strategic management, and marketing planning and organization, ensuring the effective implementation of marketing strategies. In the chapter on tourism marketing strategic management, new developments and achievements in tourism marketing strategies internationally are particularly introduced.