Books on Tourism Marketing (1)

Book title: Tourism Marketing

Author: Xie Lie, Ma Fang

Publisher: Hunan University Press

Publishing time : 2010-5-1

ISBN: 9787811137781

Format: 16 pages

Pricing: 29.00 yuan This textbook is divided into two parts and sixteen chapters module. The first part is the basics of tourism marketing. It mainly introduces the basic concepts and concepts of tourism marketing; the second part is tourism marketing practice, which mainly introduces the marketing practices of tourist hotels, travel agencies, catering, tourist attractions, tourist destinations, etc. This textbook is guided by modular teaching. The theoretical part of tourism marketing is condensed and refined, and the basic theory of tourism marketing is confirmed and applied through a large number of practical problems and case analysis of tourism marketing.

This book can be used as a teaching material for tourism courses in higher vocational colleges and a training material for tourism practitioners.

Basics

Module 1 Overview of Marketing and Tourism Marketing

Task 1 Understand the concepts of marketing and tourism marketing

Task 2 Understand the concept of marketing< /p>

Task 3 Special Lecture: How to implement social marketing concepts from the perspective of problematic milk powder

Thinking and Exercises

Module 2 Analysis of Tourism Marketing Environment

< p>Task 1 Macro-environment of tourism marketing

Task 2 Micro-environment of tourism marketing

Task 3 Lecture: Problems in China’s marketing environment

Thinking and Exercises

Module 3 Tourism Purchasing Behavior Analysis

Task 1 Types of Tourist Purchasing Behavior

Task 2 Tourist Purchasing Decision-making Process

Task 3 Analysis of Purchasing Behavior of Tourism Organizations

Task 4 Special Lecture: Marketing Characteristics of China’s Transformation Market

Thinking and Exercises

Module 4 Tourism Market research

Task 1 Types of tourism market research

Task 2 Contents of tourism market research

Task 3 Procedures for tourism market research

Task 4 Lecture: SWOT Analysis

Thinking and Exercises

Module 5 Tourism Target Marketing

Task 1 Tourism Market Segmentation

< p>Task 2 Tourism target market selection and strategy

Task 3 Market positioning of tourism products

Task 4 Special lecture: China’s holiday market

Thinking and exercises

Module 6 Tourism Product Strategy

Task 1 Tourism Product Life Cycle Strategy

Task 2 Tourism New Product Development and Design

Task 3 Tourism Product Portfolio Strategy

Task 4 Special Lecture: Product Strategy for Eco-tourism Green Marketing

Thinking and Exercises

Module 7 Tourism Product Price Strategy

< p>Task 1 Factors affecting tourism product pricing

Task 2 Tourism product pricing methods

Task 3 Tourism product pricing strategy

Thinking and exercises

Module 8 Tourism Distribution Channel Strategy

Task 1 Types of Tourism Distribution Channels

Task 2 Tourism Intermediaries

Task 3 Decisions on Tourism Distribution Channels

Task 4 Special Lecture: Red Tourism Market Expansion and Construction

Thinking and Exercises

Module 9 Tourism Promotion and Promotional Combination

Task 1 Promotional strategies for tourism personnel

Task 2 Tourism advertising

Task 3 Tourism public relations

Task 4 Tourism sales promotion

Thinking and Exercises Module 10 Hotel Marketing

Task 1 Hotel Marketing Theory

Task 2 Hotel Marketing Skills

Thinking and Exercises

Module Eleven Tourism Catering Marketing

Task 1 Catering Marketing Theory

Task 2 Catering Marketing Skills

Thinking and Exercises

Module 12 Travel Agency Marketing

Task 1 Travel Agency Marketing Theory

Task 2 Travel Agency Marketing Skills

Thinking and Exercises

Module 13 Tourism Attraction Marketing

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Task 1 Tourism Scenic Area Marketing Theory

Task 2 Tourism Scenic Area Marketing Skills

Thinking and Exercises

Module 14 Tourism Destination Marketing

p>

Task 1 Tourism Destination Marketing Theory

Task 2 Tourism Destination Marketing Skills

Thinking and Exercises

Module 15 Tourism Transportation Marketing< /p>

Task 1 Tourism Transportation Marketing Theory

Task 2 Tourism Transportation Marketing Skills

Thinking and Exercises

Module 16 Tourism Shopping Marketing

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Task 1 Tourism Shopping Marketing Theory

Task 2 Tourism Shopping Marketing Skills

Thinking and Exercises

References