Travel and Tourism Marketing旅游市场营销课程教案CUI YUFANForeign Language Teaching and Research DepartmentHeilongjiang UniversityContentChapter One4Chapter One4Introduction to Travel and Tourism4Chapter Two8Introduction to Marketing8Chapter Three15Special Characteristics of Tourism and Marketing Response15Chapter Four19The Changing Business Environment: Determinants of Demand for Travel19Chapter Five23The Changing Business Environment:23Travel Buyer Behavior and Relevant Affecting Factors23Chapter Six34The Marketing Mix for Tourism Service34Chapter Seven40Market Segmentation for Tourism Markets40Chapter Eight48Tourism Product Formulation48Chapter Nine56The Role of Price56Chapter Ten65Marketing Research65Chapter Eleven76Planning Marketing Strategy76Chapter Twelve86Planning Marketing Tactics86Chapter Thirteen96Planning Action Programs: Budgeting and Measuring Performance96Chapter Fourteen105Advertising and Public Relations105Chapter Fifteen118The Distribution Mix and the Travel Trade118Chapter OneIntroduction to Travel and TourismII. Teaching Objectives On completion of this Chapter, students should be able to:1. Understand the demand of travel and tourism.2. List the five main sectors of the travel and tourism industry.3. Define what is meant by tourism.4. Classify three categories of visitor demand with which any country is concerned.5. Explain international tourism and domestic tourism.6. Understand that in normal usage, tourism, travel and tourism can be used interchangeably.7. Understand the systematic links between demand and supply and the role of marketing.III. The Points to Be Highlighted1. 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).2. The travel and tourism industry is outlined as five main sectors.3. The systematic links between demand and supply and the role of marketingIII. Teaching Approaches and FacilitiesApproaches: 1. Discussion 2. Task-based approach 3. Questions and answers4. Presentation Facilities: Media classroom;IV. Background InformationIt provides an introduction to tourism industry yesterday and today. Tourism has become a popular global leisure activity. In 2007, there were over 903 million international tourist arrivals, with a growth of 6.6% as compared to 2006. International tourist receipts were USD 856 billion in 2007. UNWTO World Tourism Barometer June 2008 (PDF). World Tourism Organization. June 2008. http:/www.tourismroi.com/Content_Attachments/27670/File_633513750035785076.pdf. Retrieved on 2008-08-01.Volume 6 No. 2 1. World tourism statistics and rankings世界旅游统计数据及排名l Most visited countries访问最多的国家l International tourism receipts国际旅游收入l International tourism top spenders国际旅游消费排名l Most visited attractions访问最多的景点l Most visited cities访问最多的城市2. History历史l Leisure travel休闲旅游l Winter tourism冬季旅游l Mass tourism大众旅游l Adjectival tourisms个性化/特色旅游3. Recent developments新近发展l Sustainable tourism可持续旅游l Eco-tourism生态旅游l Medical tourism医疗旅游l Educational tourism教育旅游l Other developments其他方面的发展V. Teaching Procedures and Contents1. Lead-in Have you ever traveled somewhere? If so, do you:l What is tourism?l What is the demand of travel and tourism?l Who are the suppliers in the tourism industry?l What are the five main sectors of the travel and tourism industry?l What is the systematic links between demand and supply and the role of marketing?2. Specific Contents2.1 Principal Terms and Implications:l Tourisml Visitorsl Touristsl Excursionists2.2 Basic Overall Classification of Visitor Demandl International visitors: inbound tourism, outbound tourisml Residents: domestic tourism2.3 The Main Travel and Tourism Suppliersl The Five Main Component Sectors:n The Hospitality sector (accommodation and catering services)n Attraction sectorn Transport sectorn Travel organizers sectorn Destination organizationl The Vital Links between Demand and Supply3. Task designl To brainstorm the students the questions as below:n What does tourism mean?n Who are visitors?n Who are tourists?n Who are excursionists?n What are the differences between them?l To ask the students to discuss and answering the following:n How to clarify tourists demand?n Who are the main suppliers in tourism industry?n How do Demand and Supply link in tourism industry?Then the presentation is shown accordingly.4. Practical Exercises1） As a businessman, you always travel a lot. Have you ever recognized any kind of the marketing activities which influence your travel decision? If so, how?2） Please list some private or public services which may be involved in tourism.3） If youve ever travel as a to