Travel marketing

Author: Yu Huijun
Publisher:
Publish Date: 2005-10-01
Features: This textbook aims to introduce the operating principles and practical procedures of the tourism market to a broad readership in an accessible and practical manner. Since tourism marketing is a management process, to help readers gain a deeper understanding of this point, the textbook is divided into twelve chapters, with the management process of tourism marketing as the logical thread. This approach not only maintains the completeness and systematic nature of the fundamental theories of tourism marketing but also considers the readers' grasp of the marketing management process and its practical application. The textbook provides an overview of tourism marketing in the first chapter, aiming to enable readers to fully grasp the research and application framework of tourism marketing. Then, following the aforementioned logical thread, the content is divided into four parts: Tourism Marketing Management Process I: Analyzing Market Opportunities; Tourism Marketing Management Process II: Researching and Selecting Target Markets; Tourism Marketing Management Process III: Tourism Marketing Mix Strategies; and Tourism Marketing Management Process IV and V: Planning, Implementation, and Control of Tourism Marketing Activities. This book incorporates research findings on tourism marketing theories from both domestic and international sources, as well as classic and latest cases from the tourism industry. It combines the general principles of marketing with the practice of tourism marketing, providing a complete and systematic elaboration of the fundamental theories and strategies of tourism marketing while emphasizing the integration of theory and practice. At the end of each part, discussion questions and review questions are provided to help cultivate and enhance readers' analytical and problem-solving skills.