Travel Marketing

Author: Liang Zhao
Publisher:
Publish Date: 2006-10-01
Features: This textbook incorporates the latest research findings in tourism marketing theory from both domestic and international sources, combined with the author's extensive experience in practical marketing. It emphasizes both theoretical depth and practical application, balancing academic rigor with accessibility. The book is divided into eleven chapters, each beginning with "Learning Objectives" and "Case Introduction." In terms of content design, it aligns with the characteristics of vocational education, aiming for a concise and clear theoretical framework, engaging and innovative content, and the inclusion of operationally rich cases. This approach fosters students' interest in learning, allowing them to systematically grasp the professional knowledge of tourism marketing from simple to complex, and from surface to essence.