Travel Agency Marketing

Author: Wei Mingti
Publisher:
Publish Date: 2004-05-01
Features: As a foundational textbook for tourism majors, this book takes the readers' practical needs and comprehension abilities as its starting point, combining the business characteristics of travel agencies to summarize the basic theories of travel agency marketing. The theoretical knowledge is concise and sufficient for practical use, fully reflecting the feature of vocational education that emphasizes skills over knowledge. In the practical operation section, the author provides some effective marketing methods and supplements them with case studies, aiming to help readers digest and absorb as much knowledge as possible with less time. The book is divided into ten chapters, with the first four chapters mainly introducing fundamental theories such as the marketing environment of travel agencies, market research for travel agencies, and consumer behavior of tourists. The last six chapters focus on marketing applications, including market segmentation and positioning for travel agencies, the design of travel agency products, pricing methods for travel agency products, distribution channel strategies for travel agencies, promotional strategies for travel agencies, and marketing management for travel agencies.