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 YUFAN Foreign Language Teaching and Research Department Heilongjiang University Content Chapter One 4 Chapter One 4 Introduction to Travel and Tourism 4 Chapter Two 8 Introduction to Marketing 8 Chapter Three 15 Special Characteristics of Tourism and Marketing Response 15 Chapter Four 19 The Changing Business Environment: Determinants of Demand for Travel 19 Chapter Five 23 The Changing Business Environment: 23 Travel Buyer Behavior and Relevant Affecting Factors 23 Chapter Six 34 The Marketing Mix for Tourism Service 34 Chapter Seven 40 Market Segmentation for Tourism Markets 40 Chapter Eight 48 Tourism Product Formulation 48 Chapter Nine 56 The Role of Price 56 Chapter Ten 65 Marketing Research 65 Chapter Eleven 76 Planning Marketing Strategy 76 Chapter Twelve 86 Planning Marketing Tactics 86 Chapter Thirteen 96 Planning Action Programs: Budgeting and Measuring Performance 96 Chapter Fourteen 105 Advertising and Public Relations 105 Chapter Fifteen 118 The Distribution Mix and the Travel Trade 118 Chapter One Introduction to Travel and Tourism Teaching Objectives On completion of this Chapter, students should be able to: Understand the demand of travel and tourism. List the five main sectors of the travel and tourism industry. Define what is meant by tourism. Classify three categories of visitor demand with which any country is concerned. Explain international tourism and domestic tourism. Understand that in normal usage, tourism, travel and tourism can be used interchangeably. Understand the systematic links between demand and supply and the role of marketing. The Points to Be Highlighted 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). The travel and tourism industry is outlined as five main sectors. The systematic links between demand and supply and the role of mark