旅游市场营销课程教案(崔玉范)VIP专享VIP免费

TravelandTourismMarketing旅游市场营销课程教案CUIYUFANForeignLanguageTeachingandResearchDepartmentHeilongjiangUniversityContentChapterOne__________________________________________________________4ChapterOne__________________________________________________________4IntroductiontoTravelandTourism_______________________________________4ChapterTwo__________________________________________________________8IntroductiontoMarketing_______________________________________________8ChapterThree________________________________________________________15SpecialCharacteristicsofTourismandMarketingResponse__________________15ChapterFour________________________________________________________19TheChangingBusinessEnvironment:DeterminantsofDemandforTravel______19ChapterFive_________________________________________________________23TheChangingBusinessEnvironment:____________________________________23TravelBuyerBehaviorandRelevantAffectingFactors______________________23ChapterSix__________________________________________________________34TheMarketingMixforTourismService__________________________________34ChapterSeven________________________________________________________40MarketSegmentationforTourismMarkets________________________________40ChapterEight________________________________________________________48TourismProductFormulation____________________________________________48ChapterNine________________________________________________________56TheRoleofPrice_____________________________________________________56ChapterTen_________________________________________________________65MarketingResearch___________________________________________________65ChapterEleven_______________________________________________________76PlanningMarketingStrategy____________________________________________76ChapterTwelve_______________________________________________________86PlanningMarketingTactics____________________________________________86ChapterThirteen_____________________________________________________96PlanningActionPrograms:BudgetingandMeasuringPerformance___________96ChapterFourteen____________________________________________________105AdvertisingandPublicRelations_________________________________________105ChapterFifteen______________________________________________________118TheDistributionMixandtheTravelTrade_________________________________118ChapterOneIntroductiontoTravelandTourismII.TeachingObjectivesOncompletionofthisChapter,studentsshouldbeableto:1.Understandthedemandoftravelandtourism.2.Listthefivemainsectorsofthetravelandtourismindustry.3.Definewhatismeantbytourism.4.Classifythreecategoriesofvisitordemandwithwhichanycountryisconcerned.5.Explaininternationaltourismanddomestictourism.6.Understandthatinnormalusage,tourism,travelandtourismcanbeusedinterchangeably.7.Understandthesystematiclinksbetweendemandandsupplyandtheroleofmarketing.III.ThePointstoBeHighlighted1.Travelandtourismasanationalandinternationallyimportantmarket,inwhichthenaturalfocusofmanagementactivityisonexchangetransactionsbetweenvisitors(demand)andproducers(supply).2.Thetravelandtourismindustryisoutlinedasfivemainsectors.3.ThesystematiclinksbetweendemandandsupplyandtheroleofmarketingIII.TeachingApproachesandFacilitiesApproaches:1.Discussion2.Task-basedapproach3.Questionsandanswers4.PresentationFacilities:Mediaclassroom;IV.Ba...