旅游市场营销18926.doc

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旅游市场营销18926

课程名称:旅游市场营销 任课教师:崔玉范 Marketing in travel and tourism 1.The meaning of tourism market Travel and tourism as a national and internationally important market, in which the natural focus of management activity is on exchange transactions between visitors (demand) and producers (supply). The travel and tourism industry is outlined as five main sectors. The Hospitality sector (accommodation and catering services) Attraction sector Transport sector Travel organizers’ sector Destination organization Production Orientation The attitudes and responses of businesses whose products are typically in strong and rising demand, and profitable. Because demand does not present problems, there is a natural tendency for managers to focus their main attention on more pressing decisions, such as those concerning production capacity, quality and cost controls, finance for increasing production, and maintaining the efficiency and profitability of operations generally. In the short run, where demand is growing, an emphasis on production processes and financial controls appears both logical and sensible (seasonal). Sales Orientation the attitudes and responses of businesses whose products are no longer enjoying growth in demand, or for which demand may be declining to levels that reduce profitability. surplus capacity过剩生产力 is now the main problem. The natural management reaction in these conditions is to shift the focus of attention to securing sales. Increased expenditure支出on advertising and on sales promotion or price discounts is a logical response in an attempt to secure a higher level of demand for available production capacity. 2.The main elements influencing demand for travel and tourism. The marketing environment offers both opportunities and threats.Successful companies know the vital important of constantly watching and adapting the changing environment.’ All the strategy and subsequent marketing decision are based on an appreciation of the external business en

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