Travel Marketing

Author: Ma Yong
Publisher:
Publish Date: 2006-05-01
Features: This book comprehensively and systematically elaborates on the basic knowledge, theories, and methods of tourism marketing. It draws on and incorporates the latest research findings on tourism marketing theories both domestically and internationally. The main content includes: Introduction, Tourism Marketing Environment, Analysis of Tourist Buying Behavior, Tourism Marketing Research, Tourism Market Segmentation, Selection and Positioning of Tourism Target Markets, Tourism Marketing Mix, Tourism Product Strategy, Tourism Product Pricing Strategy, Tourism Distribution Channel Strategy, Tourism Promotion Strategy, and Tourism Marketing Control and Management. Each chapter is accompanied by a summary, case studies, and exercises.