Travel Service Marketing

Author: Zhang Wenjian
Publisher:
Publish Date: 2003-09-01
Features: Service marketing theory emerged in the early 1970s and is a refinement, specialization, and extension of modern marketing. Compared to traditional marketing, which has been around for nearly a century, service marketing as a new discipline is still young and has significant room for growth. As some experts and scholars have pointed out, service represents the main field of future marketing research and has even been called a service revolution in the marketing field. This textbook focuses on the integration of service marketing and tourism marketing, combining general principles and rules with the practical realities of tourism enterprises, thereby constructing a relatively practical tourism service marketing system. The book is divided into nine chapters:
Chapter 1 introduces the economic background of the service economy and the growth trends of the tourism service industry.
Chapter 2 elaborates on the definition, scope, basic characteristics, and classification of tourism services, covering the main conceptual framework.
Chapter 3 describes tourism service delivery and service process design.
Chapter 4 provides a detailed introduction and review of tourism service market analysis and research, including tourism service demand and supply, the characteristics of tourism consumer behavior, and tourism service market segmentation and positioning.
Chapter 5 examines the establishment of tourism service concepts and the tourism service environment to formulate tourism service strategies and implementation plans.
Chapter 6 explores tourism service marketing mix and strategies at the tactical level, primarily focusing on the still-effective traditional 4P combination.
Chapter 7 emphasizes the addition of new tourism service marketing mix elements such as tangible displays, personnel, and processes, as well as emerging tourism service innovation strategies in recent years.
Chapter 8 studies customer value attributes and the tourism service marketing value delivery system.
Chapter 9 discusses the control and evaluation of tourism service quality.