Travel Marketing and Management

Author: Ren Xinzhu
Publisher:
Publish Date: 2006-10-01
Features: This book integrates the general principles and theories of marketing with the operational practices of tourism marketing, providing an in-depth and systematic elaboration on the fundamental theories and methods of tourism marketing and management. In terms of content compilation and format arrangement, the book strives to embody the concepts of "precision," "novelty," and "practicality," emphasizing systematicity, scientific rigor, practicality, innovation, and originality. The exposition of marketing theories focuses on introducing cutting-edge quantitative theories in the field, aiming for simplicity and clarity. The discussion of marketing strategies emphasizes applicability and innovation, and a large number of new cases related to teaching are selected to ensure the freshness and applicability of the material. This book can serve as a textbook for higher vocational and technical tourism programs (such as tourism management, hotel management, tourism foreign languages, travel agency management, and tour guiding), as well as a training manual for tourism enterprise management personnel and staff of tourism administrative departments.