Sales and marketing for travel and tourism
著者
書誌事項
Sales and marketing for travel and tourism
Prentice Hall Career & Technology, 1994
2nd ed
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注記
Includes index
内容説明・目次
内容説明
Text for undergraduates courses in travel/tourism sales and marketing.
Based on the anuthors' years of expertise in the travel field and owning and operating a travel agency, this book is a definitive guide to sales and marketing practices for travel and tourism professionals. The book is complete with real-world examples and case studies. The book discusses demographic and pyschographic information, sales interviews, telemarketing, advertising, external and internal market segmentation and the product service marketing mix.
目次
1. Introduction.
2. Nature of the Tourism Product.
3. Psychology of the Traveler.
4. Market Research.
5. Image.
6. The Marketing Mix in Travel and Tourism.
7. Pricing.
8. Communications.
9. Relationship Marketing.
10. Adverstising, Publicity, and Promotion.
11. Using Adverstising Effectively.
12. The Sales Function in the Travel Industry.
13. Sales Techniques.
14. Service-The Most Important Marketing Tool.
15. Technology in Marketing.
16. Marketing in Travel and Tourism-Present and Future.
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