Travel marketing

Author: Zhao Xiping
Publisher:
Publish Date: 2005-06-01
Features: With the rapid development of international tourism, the tourism industry has become one of the most dynamic sectors globally. To secure a competitive edge in the industry, tourism enterprises must align their economic activities with marketing principles. This approach enables them to improve management efficiency, enhance competitiveness, and boost economic performance. This book incorporates research findings and practical cases from both domestic and international tourism marketing studies, integrating general marketing principles with the practice of tourism marketing. It systematically and comprehensively elaborates on the fundamental theories and strategies of tourism marketing. The book is divided into ten chapters, aiming to vividly introduce readers to the operational patterns and procedures of the tourism market. It embeds market techniques within simple examples, emphasizing the combination of theory and practice. Each chapter includes tourism enterprise marketing cases and review questions, which help cultivate students' ability to analyze and solve practical problems. This book is suitable for students majoring in tourism at colleges and universities, as well as for business learning and training for employees in the tourism industry. It serves as a systematic, scientific, and practical textbook.