Travel Marketing (2nd Edition)

Author: Gu Huimin
Publisher:
Publish Date: 2001-01-01
Features: The book is divided into three parts: Part 1 introduces the basic concepts and development trends of tourism marketing; Part 2 covers the basic processes of tourism marketing management; and Part 3 explores the practical aspects of marketing from the perspective of the main components of the tourism industry. At the end of each chapter, relevant cases are provided, which include both successful experiences and lessons from failures, aiming to inspire readers. In the writing of this book, the author strives to embody the following principles: , Systematicity. As mentioned earlier, this book, as a textbook, covers the basic concepts of tourism marketing and the main subsystems of tourism marketing practice. Through learning, readers will gain a clear understanding of the overall framework of this discipline. Second, Foresight. Lagging perspectives and information is a common flaw in textbook writing. Although the author faced such challenges during the writing process, efforts were made to overcome this shortcoming by incorporating cutting-edge theories of this discipline into the content arrangement. Third, Practicality. Tourism marketing is an applied science, so the book remains practical throughout the writing process, striving to provide readers with usable knowledge and information. It does not confine itself to the general theoretical framework of marketing but, based on this foundation, analyzes the uniqueness of each subsystem that constitutes the tourism industry and focuses on how targeted marketing can be conducted. Fourth, Conciseness. The book aims to accurately and concisely explain tourism marketing theory within its limited scope, eliminating complex theoretical models while avoiding overly obscure academic language and lengthy discussions, making it accessible to a broader readership.