Travel Marketing Marketing

Author: Liu Weiping Chen Qiuhua
Publisher:
Publish Date: 2005-08-01
Features: This book is set against the backdrop of the internationalization and intellectualization trends in tourism marketing. Adhering to the guiding principle of "combining theory with practice, foreign advanced experience with Chinese reality, and research exploration with operational application," it strives to compile a comprehensive, richly informative, relatively standardized textbook with a distinctive tourism focus, capable of keeping pace with the development of international tourism marketing theory and practice. The book covers the fundamental knowledge, theories, and skills that should be mastered by undergraduate students in tourism management. It enables a wide range of tourism students and professionals as well as enthusiasts to systematically study the relevant knowledge of tourism marketing through reading this book. During the writing process, we adopted a broad perspective and approach from the global tourism research standpoint, paying attention to incorporating new fields and viewpoints in marketing and tourism marketing studies. We referenced the tourism marketing works of renowned foreign scholars such as Philip Kotler, absorbed the perspectives from marketing works by domestic authors like Wu Jian'an and Guo Guoqing, and consulted the works of Lin Nanzhi, Li Tianyuan, Zhao Xiping, Tao Zhuomin, and Ma Yong on tourism marketing. Additionally, we collected recent advancements in tourism marketing theory and practice from publications such as the China Tourism News and the Journal of Tourism Studies.