旅游市场营销课程教案(崔玉范).doc

Travel and Tourism Marketing旅游市场营销课程教案CUI YUFANForeign Language Teaching and Research DepartmentHeilongjiang UniversityContentChapter One4Chapter One4Introduction to Travel and Tourism4Chapter Two8Introduction to Marketing8Chapter Three15Special Characteristics of Tourism and Marketing Response15Chapter Four19The Changing Business Environment: Determinants of Demand for Travel19Chapter Five23The Changing Business Environment:23Travel Buyer Behavior and Relevant Affecting Factors23Chapter Six34The Marketing Mix for Tourism Service34Chapter Seven40Market Segmentation for Tourism Markets40Chapter Eight48Tourism Product Formulation48Chapter Nine56The Role of Price56Chapter Ten65Marketing Research65Chapter Eleven76Planning Marketing Strategy76Chapter Twelve86Planning Marketing Tactics86Chapter Thirteen96Planning Action Programs: Budgeting and Measuring Performance96Chapter Fourteen105Advertising and Public Relations105Chapter Fifteen118The Distribution Mix and the Travel Trade118Chapter OneIntroduction to Travel and TourismII. Teaching Objectives On completion of this Chapter, students should be able to:1. Understand the demand of travel and tourism.2. List the five main sectors of the travel and tourism industry.3. Define what is meant by tourism.4. Classify three categories of visitor demand with which any country is concerned.5. Explain international tourism and domestic tourism.6. Understand that in normal usage, tourism, travel and tourism can be used interchangeably.7. Understand the systematic links between demand and supply and the role of marketing.III. The Points to Be Highlighted1. 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).2. The travel and tourism industry is outlined as five main sectors.3. The systematic links between demand and supply and the role of marketingIII. Teaching Approaches and FacilitiesApproaches: 1. Discussion 2. Task-based approach 3. Questions and answers4. Presentation Facilities: Media classroom;IV. Background InformationIt provides an introduction to tourism industry yesterday and today. Tourism has become a popular global leisure activity. In 2007, there were over 903 million international tourist arrivals, with a growth of 6.6% as compared to 2006. International tourist receipts were USD 856 billion in 2007. UNWTO World Tourism Barometer June 2008 (PDF). World Tourism Organization. June 2008. /Content_Attachments/27670/File_633513750035785076.pdf. Retrieved on 2008-08-01.Volume 6 No. 2 1. World tourism statistics and rankings世界旅游统计数据及排名l Most visited countries访问最多的国家l International tourism receipts国际旅游收入l International tourism top spenders国际旅游消费排名l Most visited attractions访问最多的景点l Most visited cities访问最多的城市2. History历史l Leisure travel休闲旅游l Winter tourism冬季旅游l Mass tourism大众旅游l Adjectival tourisms个性化/特色旅游3. Recent developments新近发展l Sustainable tourism可持续旅游l Eco-tourism生态旅游l Medical tourism医疗旅游l Educational tourism教育旅游l Other developments其他方面的发展V. Teaching Procedures and Contents1. Lead-in Have you ever traveled somewhere? If so, do you:l What is tourism?l What is the demand of travel and tourism?l Who are the suppliers in the tourism industry?l What are the five main sectors of the travel and tourism industry?l What is the systematic links between demand and supply and the role of marketing?2. Specific Contents2.1 Principal Terms and Implications:l Tourisml Visitorsl Touristsl Excursionists2.2 Basic Overall Classification of Visitor Demandl International visitors: inbound tourism, outbound tourisml Residents: domestic tourism2.3 The Main Travel and Tourism Suppliersl The Five Main Component Sectors:n The Hospitality sector (accommodation and catering services)n Attraction sectorn Transport sectorn Travel organizers sectorn Destination organizationl The Vital Links between Demand and Supply3. Task designl To brainstorm the students the questions as below:n What does tourism mean?n Who are visitors?n Who are tourists?n Who are excursionists?n What are the differences between them?l To ask the students to discuss and answering the following:n How to clarify tourists demand?n Who are the main suppliers in tourism industry?n How do Demand and Supply link in tourism industry?Then the presentation is shown accordingly.4. Practical Exercises1） As a businessman, you always travel a lot. Have you ever recognized any kind of the marketing activities which influence your travel decision? If so, how?2） Please list some private or public services which may be involved in tourism.3） If youve ever travel as a tourist in a group, how did you choose your destination?VI. Assignments1. What are the three categories of visitors demand in which any country is concerned?2. How are visitors, tourists and same-day visitors defined respectively?3. What is international tourism and what is domestic tourism?4. What is the concept of tourism which is endorsed by WTO?5. What are the five main component sectors of the travel and tourism industry?VII. Reference Material1. Chapter One, Travel And Tourism Marketing （旅游市场营销）崔玉范等编著。 吉林大学出版社，2004。2. 第一章，旅游营销学，维克多，密德尔敦著，向萍等译，中国旅游出版社，2001年。3. 第三章，旅游服务营销，（美）阿拉斯塔，莫里森等，朱虹等译，电子工业出版社，2004年。Chapter TwoIntroduction to MarketingIV. Teaching Objectives On completion of this Chapter, students should be able to:1. Define marketing.2. Describe the elements of marketing propositions.3. Get to know three main elements linked within a marketing system.4. Describe “production and sales orientation”.5. Describe “marketing orientation”.6. Understand marketing is a systematic thought process. 7. List the eleven characteristics of a marketing or customer orientation8. Describe the trends in the new century market conditions. V. The Points to Be Highlighted1. The three main elements in marketing system2. The characteristics of a marketing or customer orientation.3. The marketing system for service productsIII. Teaching Approaches and FacilitiesApproaches: 1. Discussion 2. Task-based approach 3. Questions and answers4. Presentation Facilities: Media classroom;IV. Background InformationThe previous chapter explains that travel and tourism is best understood in terms of demand and supply within a total market. At its simplest marketing can be explained as a process of achieving voluntary exchanges between two individual parties:1. Customers who buy or use products.2. Producer organizations which supply and sell the products.In terms of buyers, marketing is concerned with:l Understanding their needs and desires (why they buy).l Which products they choose, when, how much, at what price, how often.l Where they buy them from.l How they feel after their purchase and consumption of products.In terms of producers, marketing focuses on:l Which products to produce and why.l How many.l At what price.l When and where to make them available.Not all products are exchanged for money. For example, some visitor attractions are made available to visitors free of admission charges. But provided such visitors have choices as to how to spend their time, the central notion of exchange remains valid.V. Teaching Procedures and Contents1. Lead-in From this simple introduction we can see that marketing involves a management decision process for producers, focused on a customer decision process, with the two sets of decisions coming together in an exchange transaction - money for products in the case of commercial operators. Assuming that customers have choices between different products, which is nearly always the case in travel and tourism markets, it is easy to see that producers have a strong motivation to influence prospective customers to choose their products rather the competitors. In any case exchange transactions are the focus of activity.How do you understand marketing?1. Marketing Means ExchangesAt its simplest marketing can be explained as a process of achieving voluntary exchanges between two individual parties:n Customers who buy or use products.n Producer organizations which supply and sell the products.In terms of buyers, marketing is concerned with:n Understanding their needs and desires (why they buy).n Which products they choose, when, how many, at what price, how often.n Where they buy them from.n How they feel after their purchase and consumption of products.In terms of producers, marketing focuses on:n Which products to produce and why.n How many.n At what price.n When and where to make them available.ConclusionFrom this simple introduction, we can see that marketing involves a management decision process for producers, focused on a customer decision process, with the two sets of decisions coming together in an exchange transaction. How is marketing defined?2. Definitions of Marketingn A social and managerial process whereby individuals and groups obtain what they need and want through creating and exchanging products and value with others. (Philip Kotler,2001) ( 营销是通过创造和交换产品及价值，从而使个人或群体满足欲望和需求的社会和管理过程。)n The British Chartered Institute of Marketing defines marketing as: “The management process responsible for identifying, anticipating and satisfying customer requirements profitably.”n The marketing management concept holds that achieving organizational goals depend on determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors do.”(Fig. 2-1 Core concept of marketing)2. Specific Contents2.1 Management Attitudes in the Different Business Environments:l Production Orientation生产导向l Sales Orientation销售导向l Marketing Orientation市场营销导向2.2 The three main elements in marketing systemIt is implicit in Kotlers and other definitions that marketing comprises the following core elements.1. The attitudes and decisions of customers (target markets) concerning the perceived utility value of available goods and services, according to their needs, wants and interests, and ability to pay.2. The attitudes and decisions of producers concerning their production of goods and services for sale, in the context of their business environment and long-term objectives.3. The ways in which producers communicate with consumers, before, during, and after the point of sale, and distribute or provide access to their products.In other words, the key elements in any marketing system are the attitudes and thought processes of the two parties - buyers and sellers - in any exchange process or market transaction. 2.3 Characteristics of a Marketing or Customer Orientation:Eleven characteristics of a marketing orientation and the benefits of such an orientation are: 1. Customer needs are first priority.l Produces more satisfied customers.l All departments, managers, and staff share a common goal. 2. Understanding customers and their needs is a constant concern and research activity.l Knowing customers and their needs increases the ability to satisfy these needs. 3. Marketing research is an ongoing activity assigned a very high priority.l Changes in customer needs and characteristics are identified.l Viability of new services and products are determined. 4. Frequent reviews are made of strengths and weaknesses relative to competitors.l Strengths are accentuated and weaknesses addressed. 5. The value of long-term planning is fully appreciated.l Changes in customer needs are anticipated and acted upon; marketing opportunities are realized. 6. Customers perceptions of the organization are known.l Services, products, and promotions are designed to match customers image. 7. Interdepartmental cooperation is valued and encouraged.l Increased cooperation leads to better services and greater customer satisfaction. 8. Cooperation with complementary organizations is recognized as worth while.l Increased cooperation again generates greater customer satisfaction. 9. Change is seen as inevitable and not as being unnecessary.l Adaptions to change are made smoothly and are not resisted.10. The scope of business or activities is broadly set.l Opportunities that serve customers more comprehensively, or those that tap into related fields, are capitalized on.11. Measurement and evaluation of marketing activities is frequent.l Effective marketing programs or tactics are repeated or enhanced; ineffective ones are dropped.l Marketing expenditures and human resources are used effectively.2.3 The Marketing System for Service Productsl The Five Main Component Sectors:n The Hospitality sector (accommodation and catering services)n Attraction sectorn Transport sectorn Travel organizers sectorn Destination organizationl The Vital Links between Demand and Supply2.4 The Marketing System for Service ProductsThe summary of the marketing system below is intended to be read:1） Marketing research and analysis: Continuous, detailed appreciation of the historical and projected trends in the external business environment; includes consumer research and evaluation of previous marketing expenditure and results. 2） Business strategy and marketing planning: Developing research and analysis into overall business and marketing strategies and operational plans ; includes product and capacity plans. 3） Campaign planning and budgeting: Producing operational programs to integrate the four main marketing mix elements of products, prices, promotion and distribution. 4） Action programs/implementation: Detailed programs of weekly and monthly activity for all forms of promotion and distribution.5） Evaluation, monitoring and control: Monitoring and evaluating the results of completed marketing activity; includes customer research .Feeds data into the next cycle of the marketing process. May involve adjustment of current action programs.3. Task designIn order to help the students understand the difference between Production Orientation生产导向, Sales Orientation销售导向 and Marketing Orientation市场营销导向, we provide some examples to show the symptoms or characteristics of production and sales orientations:l Lodging Example1） The demand for rooms will always keep growing in this community. In any case, our rooms and restaurants will be the best available.2） Assumes that growth is inevitable,3） Assumes that having the best or highest quality is a guarantee of success.l Food-Service Example1） My sister and I love French food. We are going to open a French restaurant because there are enough people in every town that share our love for the French cuisine.2） Assumes that customers have the same needs, wants, and preferences as the organization (#6, #13).l Travel Agency Example1） Im sorry, Mrs. Jones, but that was the airlines fault, not ours. You never asked me to recommend any alternative routes or carriers,2） Assumes that customers view the travel industry as a group of independent suppliers, and do not blame all for the mistakes of others (#10).3） Assumes that it is only necessary to provide what customers themselves ask for (#8).l Cruise Line Example”Our ships are the largest and most expensive to build. These are the features we stress most in our advertising, because we think this is important to our cruise patrons.”4. Practical Exercises1） How is marketing defined in this book?2） In terms of buyers, what is marketing concerned with?3） In terms of producers, what does marketing focus on?4） What are the three main elements linked within a marketing system?5） What does it means to have a marketing orientation? Is this the same as a production or sales orientation?6） What are the benefits of adopting a marketing orientation?VI. Assignments1. Assume you are the manager of a hotel, travel agency, restaurant, auto rental agency, or other customer-contact, travel related business. Describe the program that you would use to make your supervisors and other staff members more marketing-oriented. Also show how you could act as a role model in this respect.2. Pick an organization in the part of the travel and tourism industry in which you are most interested. Arrange an interview with one or more of its executives to discuss the organizations marketing approaches. Does it seem to have a marketing or a production/sales orientation? What symptoms or characteristics led to your conclusions? Have the eleven core principles of marketing been applied? If you were asked to make recommendations to the management team based upon what youve found, what would they be?VII. Reference Material4. Chapter Two, Travel And Tourism Marketing （旅游市场营销）崔玉范等编著。 吉林大学出版社，2004。5. 第二章，旅游营销学，维克多，密德尔敦著，向萍等译，中国旅游出版社，2001年。6. 第一章、第二章、第三章，旅游服务营销，（美）阿拉斯塔，莫里森等，朱虹等译，电子工业出版社，2004年。Chapter ThreeSpecial Characteristics of Tourism and Marketing ResponseI. Teaching Objectives On completion of this Chapter, students should be able to:1. Define services.2. Describe the essential difference between goods and services 3. List the characteristics of services.4. List and explain the characteristics of travel and tourism services.5. list and explain the characteristics of travel and tourism marketing6. Explain the five unique approaches required in travel and tourism marketing.II. The Points to Be Highlighted1. The essential difference between goods and services 2. The principal characteristics of service products.3. The particular characteristics of tourism services.4. The m