旅游市场营销课程教学大纲

1、旅游市场营销课程教学大纲课程名称：旅游市场营销英文名称：Tourism marketing课程编号：x3061211学 时 数：40其中实验（实训）学时数：0 课外学时数：0学 分 数：2.5适用专业：旅游管理 一、课程的性质和任务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、课程教学内容的基本要求、重点和难点（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 教学方式及学时分配教学方式分成：讲授、练习、实验、指导（艺术类课程适用）对应知识点写清教学方式、列出学时和辅导答疑比例（学时相加后应与“学时数”一致），可以文字叙述也可列表

13、（参考格式如下），但只能选择一种序号主要内容主要教学方式学时分配辅导答疑比例一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Marketing 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、课程其他教学环节要求本 课 程 主 要 采 用 课 堂 讲 授、作 业 、案 例 讨 论 等 方 式。课堂 讲 授 过 程 中 要 求 学 生 认 真 听 课，紧 紧 跟 上 授 课 教 师 的 思 路，做 好 笔 记；作 业 主 要 有 案 例 分 析 题，要 求 学 生 按 授 课 教 师 的 要 求 认 真 完 成；案 例 讨 论 要 求 学 生 积 极 参 与 讨 论，每 个 小 组 形 成 发 言 报 告。五、本课程与其他课程的

15、联系本 课 程 是 旅 游 管 理 专 业 的 基 础 课。先 行 课 程：旅 游 学、微 观 经 济 学、市 场 营 销后 续 课 程：旅 游 饭 店 管 理、 旅 行 社 管 理、旅 游 交 通 管 理六、教学参考书目（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