第1页共132页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第1页共132页TravelandTourismMarketing旅游市场营销课程教案CUIYUFANForeignLanguageTeachingandResearchDepartmentHeilongjiangUniversity第2页共132页第1页共132页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第2页共132页ContentChapterOne__________________________________________________________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_________________________________________105第3页共132页第2页共132页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第3页共132页ChapterFifteen______________________________________________________118TheDistributionMixandtheTravelTrade_________________________________118第4页共132页第3页共132页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第4页共132页ChapterOneIntroductiontoTravelandTourismII.TeachingObjectivesOncompletionofthisChapter,studentsshouldbeableto:1.Understandthedemandoftravelandtourism.2.Listthefivemainsectorsofthetravelandtourismindustry.3.Definewhatismeantbytourism.4.Classifythreecategoriesofvisitordemandwithwhichanycountryisconcerned.5.Explaininternationaltourismanddomestictourism.6.Understandthatinnormalusage,tourism,travelandtourismcanbeusedinterchangeably.7.Understandthesystematiclinksbetweendemandandsupplyandtheroleofmarketing.III.ThePointstoBeHighlighted1.Travelandtourismasanationalandinternationallyimportantmarket,in...
