旅游市場(chǎng)營(yíng)銷課程教學(xué)大綱

1、旅游市場(chǎng)營(yíng)銷課程教學(xué)大綱課程名稱：旅游市場(chǎng)營(yíng)銷英文名稱：Tourism marketing課程編號(hào)：x3061211學(xué) 時(shí) 數(shù)：40其中實(shí)驗(yàn)（實(shí)訓(xùn)）學(xué)時(shí)數(shù)：0 課外學(xué)時(shí)數(shù)：0學(xué) 分 數(shù)：2.5適用專業(yè)：旅游管理 一、課程的性質(zhì)和任務(wù)This course is an introduction to tourism marketing: The study or practice of providing goods or services that satisfy tourism desires. To illustrate and discuss tourism marketing conc

2、epts, we will read articles from scientific journals, chapters from tourism marketing textbooks, newspaper clippings, and selections from popular literature. We will also use case studies to illustrate marketing principles and to apply marketing concepts to the real world. 二、課程教學(xué)內(nèi)容的基本要求、重點(diǎn)和難點(diǎn)（一）The

3、Tourism Marketing EnvironmentKnowing: the definitions of tourism, and the relationship between tourism, leisure and recreation; Understand：The core principles underlying tourism;Mastery：The different perspectives of tourism ;Emphases：Tourism as a system;Difficulty：The main global, regional and natio

4、nal tourism trends （二）Tourism Marketing ManagementKnowing: the definitions of marketing and suggests a revised definition for tourism marketing; Understanding：Marketing as a philosophy, a set of guiding principles or as an orientation; Mastery：The underlying principles of service marketing as applie

5、d to tourism; Emphases：The factors which make tourism marketing deferent;Difficulty：Tourism marketing as a function. （三）Consumer BehaviorKnowing: the factors which determine visitor buyer behavior;() internal influencing factors() external influencing factorsUnderstanding：Tourism typologiesMastery：

6、The buying behavior processEmphases：The integral models of consumer behavior as applied to the tourism business（四）Organizational Buyer BehaviorKnowing: the underlying principles of organizational behavior; Understanding：The differences between consumer, group and organizational buyer behavior; Maste

7、ry：The buyer behavior process; Emphases： Models of organizational buyer behavior.（五）Segmentation, Positioning and the Marketing mixKnowing: the concepts of segmentation，targeting and positioning ;Understanding：Why and how companies segment visitor and organizational markets ;Mastery：The usefulness o

8、f the concepts for the formulation of marketing strategy ;Emphases：The term marketing mix.（六）Marketing PlanningKnowing: the levels of planning and their interrelationship;Understanding：The benefits and disadvantages of marketing planning;Mastery：The marketing planning process in tourism;Emphases：The

9、 usefulness and limitations of analytical tools in the development of strategic options;Difficulty：The elements necessary to construct a marketing plan.（七）Marketing Research in Tourism Knowing: marketing information systems;Understanding：The use of secondary and primary research;Emphases：Marketing r

10、esearch methodologies, their advantages and limitations;Difficulty：Marketing research as an aid to decision marking in tourism.（八）The Tourism OfferingKnowing: the relationship of service planning to market planning;Understanding：The concepts of core and augmented services and the tourism offering;Ma

11、stery：The distinction between service offerings and brand management;Emphases：The concept of the service lift cycle;Difficulty：The importance of new service development in tourism.（九）Pricing Knowing: the principles of pricing; Understanding：Different approaches to pricing strategy; Mastery：The disti

12、nction between pricing strategy and tactics; Emphases：The integration between pricing and other elements of the marketing mix in tourism Difficulty：The relationship between price and quality in tourism provision.三 教學(xué)方式及學(xué)時(shí)分配教學(xué)方式分成：講授、練習(xí)、實(shí)驗(yàn)、指導(dǎo)（藝術(shù)類課程適用）對(duì)應(yīng)知識(shí)點(diǎn)寫清教學(xué)方式、列出學(xué)時(shí)和輔導(dǎo)答疑比例（學(xué)時(shí)相加后應(yīng)與“學(xué)時(shí)數(shù)”一致），可以文字?jǐn)⑹鲆部闪斜?/p>

13、（參考格式如下），但只能選擇一種序號(hào)主要內(nèi)容主要教學(xué)方式學(xué)時(shí)分配輔導(dǎo)答疑比例一The tourism marketing EnvironmentCAI 41:1二Tourism marketing managementCAI 41:1三Consumer behaviorCAI 41:1四Organizational buyer behaviorCAI 41:1五Segmentation, positioning and the marketing mixCAI 41:1六Marketing planningCAI 61:1七M(jìn)arketing research in tourism CAI 4

14、1:1八The tourism offering (services product)CAI 41:1九PricingCAI 41:1十Review面授2四、課程其他教學(xué)環(huán)節(jié)要求本 課 程 主 要 采 用 課 堂 講 授、作 業(yè) 、案 例 討 論 等 方 式。課堂 講 授 過(guò) 程 中 要 求 學(xué) 生 認(rèn) 真 聽 課，緊 緊 跟 上 授 課 教 師 的 思 路，做 好 筆 記；作 業(yè) 主 要 有 案 例 分 析 題，要 求 學(xué) 生 按 授 課 教 師 的 要 求 認(rèn) 真 完 成；案 例 討 論 要 求 學(xué) 生 積 極 參 與 討 論，每 個(gè) 小 組 形 成 發(fā) 言 報(bào) 告。五、本課程與其他課程的

15、聯(lián)系本 課 程 是 旅 游 管 理 專 業(yè) 的 基 礎(chǔ) 課。先 行 課 程：旅 游 學(xué)、微 觀 經(jīng) 濟(jì) 學(xué)、市 場(chǎng) 營(yíng) 銷后 續(xù) 課 程：旅 游 飯 店 管 理、 旅 行 社 管 理、旅 游 交 通 管 理六、教學(xué)參考書目（1）Philip Kotler, John T.Bowen, Marketing for Hospitality & Tourism (5 edition), Prentice Hall, May 10, 2009.（2） Victor T.C.Moddleton, Marketing in Travel and Tourism (4 edition), Butterworth-Heinemann, Ma