A study on the application of strategic marketing by local travel operators to the China outbound market.

• Main Author: Choo, Robin Keng Liang.
• Other Authors: Frith, Katherine Toland
• Format: Theses and Dissertations
• Published: 2008
• Subjects: DRNTU::Business::Marketing; DRNTU::Business::International business::International competition
• Online Access: http://hdl.handle.net/10356/2099
• Institution: Nanyang Technological University

This dissertation focuses on how local travel organizations can utilize strategic marketing as a tool to help them promote their packages to Singapore to the China outbound market. Both policy makers and practitioners have often undervalued marketing’s contribution to the travel and tourism industr...