Travel marketing

Author: Gu Huimin
Publisher:
Publish Date: 2003-03-01
Features: The book is divided into three parts: the upper part introduces the basic concepts and development trends of tourism marketing; the middle part covers the basic process of tourism marketing management; the lower part discusses the practical aspects of marketing from the main components of the tourism industry. Cases related to the teaching content are provided at the end of each chapter. These cases include both successful experiences and lessons from failures, hoping to inspire readers. In the writing of this book, the author strives to embody the following principles: , systematicity. As mentioned earlier, this book, as a textbook, covers the basic concepts of tourism marketing and the main subsystems of tourism marketing practice. Through learning, readers will gain a clear understanding of the overall framework of this discipline. Second, forward-looking. Lagging perspectives and information are common defects in textbook writing. Although the author also faced such challenges during the writing process, efforts were made to overcome this shortcoming by incorporating cutting-edge theories of this discipline into the content arrangement. Third, practicality. Tourism marketing is an applied science, so the book is always written with practicality in mind, aiming to provide readers with usable knowledge and information. The book does not stay within the general theoretical framework of marketing but, based on this foundation, analyzes the specific characteristics of tourism products and tourism demand, and focuses on how to conduct targeted marketing for the various subsystems that make up the tourism industry. Fourth, conciseness. The book strives to accurately and concisely explain tourism marketing theory within a limited space, eliminating complex theoretical model content while avoiding overly obscure academic language and lengthy discussions, making it accessible to a broader readership.