旅游经济学课件

TheEconomicsofTravelandTourism,教学目的,通过本课程学习，掌握和了解旅游经济学的学科特点、研究对象、研究内容和研究方法，从总体上掌握旅游经济学的理论体系和结构。,教学方法,根据教材内容、课程体系、双语课的教学要求以及学生的接受能力，适当对教材内容进行删减，并相应增加相关内容，补充一些旅游经济学案例，让学生在掌握理论的同时，学会应用。,参考书目,1.旅游经济学，郑州大学出版社，田孝蓉2.旅游经济学，上海人民出版社，陶汉军，林南枝3.旅游经济学，南开大学出版社，罗明义4.旅游经济学，东北财经大学出版社，龙江智翻译5.旅游经济学理论与发展，东北财经大学，厉新建，张辉,考核方式：,开卷考试或半开半闭；平时成绩占30%；考试成绩占70%。,TheEconomicsofTravelandTourism,Chapter1Introduction,1.tourism,Tourismisneitheraphenomenonnorasimplesetofindustries.Itisahumanactivity,whichencompasseshumanbehavior,useofresources,andinteractionwithotherpeople,economiesandenvironments.,Italsoinvolvesphysicalmovementoftouriststolocalesotherthantheirnormallivingplaces.Althoughmosttourismaroundtheworldisaformofrecreation,thusimplyinguseofanindividualsdiscretionarytime,sometourismisinevitablylinkedwithobligations,suchasbusinessorhealthrequirements.,Thedefinition,旅游是游览为目的的旅行，是人们出于各种个人或社会动机，离开居住地区到另一个地区或另一个国家旅行游览一段时间，然后返回原住地的整个活动过程。,Thoughtherearedifferentdefinitionsabouttourism,itisgenerallyagreedthattravelandtourismincludes.（1）touristneedsandmotivations；（2）tourismselectionbehaviorandconstraints（3）travelawayfromhome；（4）marketinteractionsbetweentouristsandthosesupplyingproductstosatisfytouristneeds；（5）impactsontourists,hosts,economiesandenvironments。,economicsplaysaroleinmanyoftheseareas,particularlywherethereisaneedtoanalyzemarketforcesrelationdemandbytouriststosupplyofproducts,andinanalyzingeconomicimpactsandmeasurestocontroltourismseffects.,Itisalsoimportanttointerrelateeconomicswiththesociology,psychologyandgeographyoftourismontheonehand;ontheotherhand,economicsplaysaroleinplanning,managementandmarketingintravelandtourismorganizationanddestination.,2.thetourismindustry,Productsandservicesarepartsoftouristrequirements,andtourismindustryencompassesawholemassoforganizations,majorityofwhicharelikelytobeinvolvedinpassengercarriage,accommodationandamenitiesorattractions.,Inaddition,however,therearespecificandsupportingorganizations,suchastouristinformationcenters,souvenirmanufacturersandretailers,orbrochuredistributioncompanies.,Becauseofthiscomplexrange,itisusefultoattempttoclassifytheindustryintosectors.Onesuchclassificationproduces:（1）carriersinanyformoftransportfortouristtravel；（2）accommodation；（3）man-madeattractionswhichcouldalsoincludethemanagedareasofnaturalattractions；（4）privatesectorsupportservices；（5）publicsectorsupportservices；（6）middlemensuchastourwholesalersandtravelagents.,Bytheirnature,themajorityoforganizationsintravelandtourismareconcernedprimarilywiththeirownindividualproduct,andprobablyatbestwiththemarketplacerepresentedwithintheirsector.Whenaskedwhattheirproductis,mosthotelierswillreplyaccommodation,mostagentstravelservices,andsoon.,3tourismproduct,Thus,intheirview,whilstadmittingtobeingwithinthetravelandtourismindustry,mostwillnotclaimtobesupplyingaproductcalledtourism.Indeed,somebusinesses-suchasrestaurantsintouristareas-maybesellingprincipallytotourists,soarepartofthetourismindustry,whereasotherssupplyingasimilarphysicalproduct,buttonon-tourists-suchasrestaurantsincitybusinessdistricts-arenotreallypartofthetourismindustry.,3tourismproduct,Thisimmediatelycreatesaprobleminanyeconomicanalysisofthefield,inthattheproductsfelttobesuppliedbymembersoftheindustryarenotnecessarilythesameasthoseproductsperceivedtobeindemandbyconsumers.Touristsonthewholearelikelytohaveamoreglobalconceptofthetravelandtourismproductwhichtheyarebuyingthanareindividualsuppliers.,从旅游市场角度fromtheviewoftourismmarket旅游产品是指旅游者和旅游经营者在市场上交换的、主要用于旅游活动中所消费的各种物质产品和服务的总和。,从旅游需求方面看fromthetourismdemands旅游产品是旅游者花费一定时间、费用和精力所获得的一段旅游经历和感受。它包括从旅游者离开常住地开始到达目的地旅游、再到旅游结束回到常住地的全部过程中所接触的各种实物和所接受的各种服务的整个经历和感受。,3tourismproduct,3tourismproduct,Forexample,onetouristmayreallywishtopurchasethechancetositonasunnybeachforaweek,toobtaintheendbenefitsoftotalrelaxation,restoredwell-beingandagoodsuntan.,Anothersimplydemandstheopportunityforaface-to-facebusinessmeetinginordertocloseasalescontractforhisorhercompany.Inneithercasearethesetouristsreallyseekingtobuytradeableproducts,butratheradream,totalexperience,activityorbusinessopportunity.,从旅游供给者方面fromtheviewoftourismsuppliers是指旅游经营者凭借一定旅游资源、旅游设施和其他媒体，向旅游者提供并能满足其在旅游活动中所需要的各种产品和服务的总和。,3tourismproduct,4.Theeconomicsoftravelandtourism,4.1thedefinition旅游经济学作为一门交叉学科，是研究旅游经济活动的运行及其运行过程中所产生的经济现象、经济关系和经济规律的科学。,4.2theobjectswhichwestudyintheeconomicsoftravelandtourism1.旅游经济活动所反映的经济关系theeconomicrelationswhichactivitiesoftourismeconomicsreflect（1）theeconomicrelationsbetweentouristsandtravelagencies（2）theeconomicrelationsbetweentourismcorporations（3）theeconomicrelationsbetweentouristsandresidents,4.Theeconomicsoftravelandtourism,2.旅游经济活动中的矛盾theconflictsintourismeconomicactivities（1）旅游者方面的矛盾旅游者需求与可自由支配收入的矛盾旅游者需求欲望与余暇时间的矛盾需求欲望与旅游者自身文化、身体素质之间的矛盾旅游者之间争夺“热点”、“热线”的矛盾旅游者需求与一个国家或地区的政治制度、现行政策及经济发展水平间的矛盾。,（2）旅游经营者方面的矛盾各类旅游企业间的矛盾。旅游部门与非旅游部门间的矛盾。旅游企业收益与成本、劳动消耗与劳动成果间的矛盾旅游业宏观效益与微观效益的矛盾,（3）旅游者与旅游经营者间的矛盾旅游者支付能力与旅游价格之间的矛盾旅游者的旅游需求内容与旅游经营者提供的旅游服务项目的矛盾旅游需求的高度灵活性与旅游供给的相对稳定性之间的矛盾旅游者需求内容与旅游服务质量之间的矛盾,旅游产品及开发,一、特征,comprehensiveness,intangibility,Non-transitivity,inseparability,perishability,vulnerability,二、旅游产品的构成,（一）一般构成1、核心部分coreproduct2、形式部分tangibleproduct3、延伸部分augmentedproduct,二、旅游产品的构成,（二）需求构成1.按旅游者需求偏好2.按旅游者需求程度3.按旅游者消费内容分为食、住、行、游、购、娱,游览观光旅游产品休闲度假产品特种旅游产品,基本旅游产品非基本旅游产品,（三）供给构成（四）按市场构成,二、旅游产品的构成,1、旅游资源2、旅游设施3、旅游服务4、旅游购物品（旅游商品）5、可达性或便捷性,单项旅游产品整体旅游产品组合旅游产品,三、旅游产品生命周期productlifecycle的涵义及其特点,introduction,growth,mature,decline,四、旅游产品生命周期的变异,起死回生型,无限延长型,一时风尚型,五、延长旅游产品生命周期的经营策略,旅游产品改进策略,旅游市场开拓策略,旅游市场营销组合策略,旅游产品升级换代策略,旅游经济活动产生的条件,宏观方面微观