Authors: Xie Li, Ma Fang.
Press: Hunan University Press
Release time: 20 10-5- 1
ISBN:97878 1 1 13778 1
Format: 16
Pricing: 29.00 yuan This textbook is divided into two parts and 16 modules. The first part is the basic chapter of tourism marketing, which mainly introduces the basic concepts and concepts of tourism marketing. The second part is tourism marketing practice, which mainly introduces the marketing practice of tourist hotels, travel agencies, restaurants, tourist attractions and tourist destinations. Guided by modular teaching, this textbook concentrates and refines the theoretical part of tourism marketing, and confirms and applies the basic theory of tourism marketing through a large number of practical problems and case analysis of tourism marketing.
This book can be used as a teaching material for tourism majors in higher vocational colleges, and also as a training material for tourism professionals. Basic goods
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.
Task 3 Special Lecture: How to Implement Socialized Marketing Concept from Problem Milk Powder
Thinking and practicing
Module 2 Analysis of Tourism Marketing Environment
Task 1 Macro Environment of Tourism Marketing
Task 2 Micro-environment of Tourism Marketing
Task 3 Lecture: Problems in China Marketing Environment
Thinking and practicing
Module 3 Travel Purchase Behavior Analysis
Task 1 type of tourists' buying behavior
Task 2 tourist purchase decision-making process
Task 3 Analysis of Purchasing Behavior of Tourism Organizations
Task 4 Special Lecture: Marketing Characteristics of China's Transitional Market
Thinking and practicing
Module 4 Tourism Market Research
Task 1 Research on Tourism Market Types
Task 2 Contents of Tourism Market Survey
Task 3 Tourism Market Investigation Procedure
Task 4 Lecture: SWOT Analysis
Thinking and practicing
Module 5 Tourism Target Marketing
Task 1 tourism market segmentation
Task 2 Tourism Target Market Selection and Strategy
Task 3 Market Positioning of Tourism Products
Task 4 Special Lecture: China Holiday Market
Thinking and practicing
Module 6 Tourism Product Strategy
Task 1 Tourism Product Life Cycle Strategy
Task 2: Develop and design new tourism products
Task 3 Tourism Product Combination Strategy
Task 4 Special Lecture: Product Strategy of Eco-tourism Green Marketing
Thinking and practicing
Module 7 Tourism Product Price Strategy
Task 1 factors affecting the pricing of tourism products
Task 2 Pricing Method of Tourism Products
Task 3 Tourism Product Pricing Strategy
Thinking and practicing
Module 8 Tourism Distribution Channel Strategy
Task 1 tourism distribution channel type
Task 2 Travel Agent
Task 3 Decision-making of Tourism Distribution Channels
Task 4 Special Lecture: Development and Construction of Red Tourism Market
Thinking and practicing
Module 9 Tourism Promotion and Promotion Combination
Promotion Strategies of Tourists in Task 1
Task 2 Travel Advertisement
Task 3 Tourism Public-Private Relations
Task 4 Tourism Promotion
Thinking and Practice Module 10 Hotel Marketing
Task 1 Hotel Marketing Theory
Task 2 Hotel Marketing Skills
Thinking and practicing
Module 1 1 Tourism Catering Marketing
Task 1 catering marketing theory
Task 2 Catering Marketing Skills
Thinking and practicing
Module 12 Travel Agency Marketing
Task 1 Travel Agency Marketing Theory
Task 2 Travel Agency Marketing Skills
Thinking and practicing
Module 13 Tourism Scenic Spot Marketing
Task 1 Marketing Theory of Tourist Attractions
Task 2 Marketing Skills of Tourist Attractions
Thinking and practicing
Module 14 Tourism Destination Marketing
Task 1 Tourism Destination Marketing Theory
Task 2 Tourism Destination Marketing Skills
Thinking and practicing
Module 15 Tourism Traffic Marketing
Task 1 Tourism Traffic Marketing Theory
Task 2 Tourism Traffic Marketing Skills
Thinking and practicing
Module 16 Tourism Shopping Marketing
Task 1 Tourism Shopping Marketing Theory
Task 2 Tourism Shopping Marketing Skills
Thinking and practicing
refer to