로그인정보 입력 영역

아이디

비밀번호

• 홈
• 전자책

책소개

이 책은 이와 같은 현실을 감안하여 실제로 관광산업에 종사한 경험이 없는 사람들도 가능한 한 알기 쉽도록 마케팅이론에 여행사, 항공사, 호텔 등 관광관련 산업체 현장에서 일어나는 사례들을 발굴하여 접목하려 애썼다. 그러므로 이론과 업계의 사례를 동시에 배울 수 있다는 점에서 일거양득의 책이라고 할 수 있다.

목차

Chapter 1 마케팅의 이해 / 9
1.1 마케팅의 개념 ········ 11
1.2 마케팅의 과제 ········ 13
1.3 마케팅활동의 목적 ·· 18
1.4 시장의 정의 ··········· 21
1.5 시장세분화전략 ······· 42
1.6 여행상품의 포트폴리오 59

Chapter 2 여행 ? 관광사업의 마케팅환경 / 65
2.1 전략책정상 환경분석의 위치설정 69
2.2 여행업의 경영환경 ·· 93
2.3 여행업의 마케팅환경 ····98
2.4 인바운드 마케팅환경 ··109
2.5 아웃바운드 마케팅환경 ············116
2.6 인트라바운드 마케팅환경 ·········126
2.7 여행업의 비용과 수익모델 환경 136
2.8 여행업의 환경변화 전망 ···········144

Chapter 3 여행업 마케팅 / 149
3.1 여행업 마케팅의 필요성 ···········151
3.2 서비스와 여행업마케팅 ···········152
3.3 여행업의 마케팅관리 ··177
3.4 여행사의 새로운 사업정의와 요구 186

Chapter 4 여행업 마케팅믹스의 이해 / 191

Chapter 5 여행상품믹스 / 199
5.1 여행상품의 정의 ··· 201
5.2 여행상품의 구성요소 202
5.3 여행상품의 종류 ··· 208
5.4 여행사의 주체성 · 212
5.5 여행상품의 하드웨어와 소프트웨어 212
5.6 정보시스템으로서의 여행상품 ···214
5.7 인적 서비스의 가치 ···215
5.8 여행상품의 수명주기와 마케팅믹스전략 216
5.9 브랜드이쿼티 마케팅전략 ·········223
5.10 여행상품의 특성 ····226
5.11 여행상품의 기획 · 231

Chapter 6 여행가격믹스 / 271
6.1 여행상품의 가격특성 ··274
6.2 가격결정의 영향요인 ··276
6.3 여행가격의 합리적 설정 ···········299

Chapter 7 여행유통믹스 / 303
7.1 여행상품과 유통 ··· 306
7.2 여행시장과 유통기능 ··321
7.3 해외여행상품의 유통관리 ·········326
7.4 여행업에 불고 있는 유통혁명 ··329

Chapter 8 여행촉진믹스 / 335
8.1 서플라이어의 판매촉진 ············338
8.2 광고와 판매촉진 ·····346
8.3 홍보와 판매촉진 ··· 349
8.4 판매촉진전략 ········ 351
8.5 판매촉진방법 ········ 356

Chapter 9 21세기 여행업의 인재 / 361
9.1 여행업의 미래 ······ 363
9.2 여행업의 인재육성  367
9.3 여행업의 미래를 위한 경영철학 ··373
9.4 여행업 종사원과 자격제도 ······378
9.5 기업가정신의 확립  390
9.6 여행관련 산업의 발전방향 ·······392

참고문헌 / 394
찾아보기 / 405