Title: Marketing Practices in Educational Tourism: Practitioner-Led Approach to Strategy, Branding, and Innovation
Publisher: World Scientific Publishing Company
Publication Date: 2026
Language: English
ISBN 10: 9819824656
ISBN 13: 9789819824656
Binding: Hardcover
Condition: New

About this title

Synopsis

This book offers a comprehensive guide to the fast-growing study tour industry, led by frontline practitioners with rich hands-on experience. Through practical case studies, it examines core topics including market supply and demand analysis, product positioning, brand building, channel strategies, new media marketing, and the use of smart digital platforms. Readers will find clear frameworks and actionable insights for designing study tour programs, building strong brands, and developing effective marketing capabilities.

The book brings together forward-looking international perspectives with China's distinctive practices in study tour development. By combining education and tourism, it highlights how study tours can embrace digital transformation and create deeper value for institutions, educators, and students alike. In today's era of quality-oriented education, such integration is reshaping the way young people learn, explore, and connect with the world.

About the Author

Tian Zhiqi is a faculty member at Guilin Tourism University in Guangxi, China. He holds a PhD in Tourism Management from Sichuan University and a Master's degree from The Hong Kong Polytechnic University. He currently serves as the Chief Operating Officer for the Asia-Pacific region of the World Research Travel Organization (WRTO) and is also a marketing expert at the Think Tank Center of the China Tourism Hotline Alliance.

With a strong background in the tourism industry, Tian previously led key projects at Ctrip and Tongcheng Travel, gaining hands-on experience in destination branding and tourism product development. His main research interests include digital marketing in the cultural and tourism sectors, destination branding, and research-based educational travel planning.

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