Travel marketing

Author: Hu Guoliang, Editor-in-Chief
Publisher:
Publish Date: 2001-12-01
Features: The alignment of China's tourism economy with international tourism economy has become an inevitable trend. Tourism higher education institutions have the responsibility and obligation to cultivate talents with modern business awareness and modern business theories, and to promptly compile tourism teaching materials that keep pace with the times to meet the needs of tourism industry development. For this purpose, we have written the book "Tourism Marketing." Marketing activities are an important part of the operational activities of tourism enterprises. Marketing scholars in economically developed countries have conducted long-term research on marketing theory and practice, combined these research findings with the operational characteristics of tourism enterprises, formed a systematic theoretical system, and applied it to the management of tourism enterprises. Their successful experiences and lessons learned provide reference for China's tourism operations. For many years, experts and scholars in our country have also carried out extensive theoretical research and practical activities in the field of tourism marketing, published a number of monographs and papers, and provided scientific guidance and impetus to the marketing activities of service industries and enterprises, including the tourism industry. These research findings have provided the theoretical foundation and material support for the writing of this book. The main content of this book includes: Introduction; Tourism Marketing Environment; Tourism Market Research and Forecasting; Tourism Consumer Demand and Buying Behavior; Tourism Market Segmentation and Targeting.