Travel Marketing Marketing

Author: Zhao Xiping
Publisher:
Publish Date: 2002-08-01
Features: This book is a research outcome of the Ministry of Education's "Reform Plan for Teaching Content and Curriculum System in Higher Education Towards the 21st Century," serving as one of the textbooks for the 21st century and the main textbooks for the tourism management major under the Ministry of Education. It is also part of the National Planning Textbooks for the 15th Five-Year Plan. The content of the book emphasizes breadth, novelty, and practicality, focusing on scientificity, systematicity, innovation, and operability. It combines the general principles and theories of marketing with the operations of tourism marketing, providing an in-depth and systematic elaboration of the fundamental theories and methods of tourism marketing. The main chapters include Introduction, Analysis of the Tourism Marketing Environment, Marketing Information Systems and Market Research, Market Segmentation, Marketing Strategy and Tactics, Marketing Control and Management, and Marketing Innovation. This textbook can be used as teaching material for tourism management majors in higher education institutions and is also suitable for training materials in tourism administrative departments.