旅游市场营销课程教案(崔玉范).docx

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
II. 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 Highlighted
1. 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 marketing
III. Teaching Approaches and Facilities
Approaches: 1. Discussion 2. Task-based approach 3. Questions and answers
4. Presentation
Facilities: Media classroom;
IV. Background Information
It 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. 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 Contents
1. 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 Contents
2.1 Principal Terms and Implications:
l Tourism
l Visitors
l Tourists
l Excursionists
2.2 Basic Overall Classification of Visitor Demand
l International visitors: inbound tourism, outbound tourism
l Residents: domestic tourism
2.3 The Main Travel and Tourism Suppliers
l The Five Main Component Sectors:
n The Hospitality sector (accommodation and catering services)
n Attraction sector
n Transport sector
n Travel organizers’ sector
n Destination organization
l The Vital Links between Demand and Supply
3. Task design
l 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 Exercises
1） 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 you’ve ever travel as a tourist in a group, how did you choose your destination?
VI. Assignments
1. What are the three categories of visitors’ demand in which any country is concerned?
2. How are visitors, tourists and same-day visitors defined respectively?
3. What is international tourism and what is domestic tourism?
4. What is the concept of tourism which is endorsed by WTO?
5. What are the five main component sectors of the travel and tourism industry?
VII. Reference Material
1. Chapter One, Travel And Tourism Marketing （旅游市场营销）崔玉范等编著。 吉林大学出版社，2004。
2. 第一章，《旅游营销学》，维克多，密德尔敦著，向萍等译，中国旅游出版社，2001年。
3. 第三章，《旅游服务营销》，（美）阿拉斯塔，莫里森等，朱虹等译，电子工业出版社，2004年。
Chapter Two
Introduction to Marketing
IV. Teaching Objectives
On completion of this Chapter, students should be able to:
1. Define marketing.
2. Describe the elements of marketing propositions.
3. Get to know three main elements linked within a marketing system.
4. Describe “production and sales orientation”.
5. Describe “marketing orientation”.
6. Understand marketing is a systematic thought process.
7. List the eleven characteristics of a marketing or customer orientation
8. Describe the trends in the new century market conditions.
V. The Points to Be Highlighted
1. The three main elements in marketing system
2. The characteristics of a marketing or customer orientation.
3. The marketing system for service products
III. Teaching Approaches and Facilities
Approaches: 1. Discussion 2. Task-based approach 3. Questions and answers
4. Presentation
Facilities: Media classroom;
IV. Background Information
The previous chapter explains that travel and tourism is best understood in terms of demand and supply within a total market. At its simplest marketing can be explained as a process of achieving voluntary exchanges between two individual parties:
1. Customers who buy or use products.
2. Producer organizations which supply and sell the products.
In terms of buyers, marketing is concerned with:
l Understanding their needs and desires (why they buy).
l Which products they choose, when, how much, at what price, how often.
l Where they buy them from.
l How they feel after their purchase and consumption of products.
In terms of producers, marketing focuses on:
l Which products to produce and why.
l How many.
l At what price.
l When and where to make them available.
Not all products are exchanged for money. For example, some visitor attractions are made available to visitors free of admission charges. But provided such visitors have choices as to how to spend their time, the central notion of exchange remains valid.
V. Teaching Procedures and Contents
1. Lead-in
From this simple introduction we can see that marketing involves a management decision process for producers, focused on a customer decision process, with the two sets of decisions coming together in an exchange transaction - money for products in the case of commercial operators. Assuming that customers have choices between different products, which is nearly always the case in travel and tourism markets, it is easy to see that producers have a strong motivation to influence prospective customers to choose their products rather the competitor's. In any case exchange transactions are the focus of activity.
How do you understand marketing?
1. Marketing Means Exchanges
At its simplest marketing can be explained as a process of achieving voluntary exchanges between two individual parties:
n Customers who buy or use products.
n Producer organizations which supply and sell the products.
In terms of buyers, marketing is concerned with:
n Understanding their needs and desires (why they buy).
n Which products they choose, when, how many, at what price, how often.
n Where they buy them from.
n How they feel after their purchase and consumption of products.
In terms of producers, marketing focuses on:
n Which products to produce and why.
n How many.
n At what price.
n When and where to make them available.
Conclusion
From this simple introduction, we can see that marketing involves a management decision process for producers, focused on a customer decision process, with the two sets of decisions coming together in an exchange transaction.

How is marketing defined?
2. Definitions of Marketing
n A social and managerial process whereby individuals and groups obtain what they need and want through creating and exchanging products and value with others. (Philip Kotler,2001) ( 营销是通过创造和交换产品及价值，从而使个人或群体满足欲望和需求的社会和管理过程。)
n The British Chartered Institute of Marketing defines marketing as: “The management process responsible for identifying, anticipating and satisfying customer requirements profitably.”
n "The marketing management concept holds that achieving organizational goals depend on determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors do.”
(Fig. 2-1 Core concept of marketing)

2. Specific Contents
2.1 Management Attitudes in the Different Business Environments:
l Production Orientation生产导向
l Sales Orientation销售导向
l Marketing Orientation市场营销导向
2.2 The three main elements in marketing system
It is implicit in Kotler’s and other definitions that marketing comprises the following core elements.
1. The attitudes and decisions of customers (target markets) concerning the perceived utility value of available goods and services, according to their needs, wants and interests, and ability to pay.
2. The attitudes and decisions of producers concerning their production of goods and services for sale, in the context of their business environment and long-term objectives.
3. The ways in which producers communicate with consumers, before, during, and after the point of sale, and distribute or provide access to their products.
In other words, the key elements in any marketing system are the attitudes and thought processes of the two parties - buyers and sellers - in any exchange process or market transaction.
2.3 Characteristics of a Marketing or Customer Orientation:
Eleven characteristics of a marketing orientation and the benefits of such an orientation are:
1. Customer needs are first priority.
l Produces more satisfied customers.
l All departments, managers, and staff share a common goal.
2. Understanding customers and their needs is a constant concern and research activity.
l Knowing customers and their needs increases the ability to satisfy these needs.
3. Marketing research is an ongoing activity assigned a very high priority.
l Changes in customer needs and characteristics are identified.
l Viability of new services and products are determined.
4. Frequent reviews are made of strengths and weaknesses relative to competitors.
l Strengths are accentuated and weaknesses addressed.
5. The value of long-term planning is fully appreciated.
l Changes in customer needs are anticipated and acted upon; marketing opportunities are realized.
6. Customers' perceptions of the organization are known.
l Services, products, and promotions are designed to match customers’ image.
7. Interdepartmental cooperation is valued and encouraged.
l Increased cooperation leads to better services and greater customer satisfaction.
8. Cooperation with complementary organizations is recognized as worth while.
l Increased cooperation again generates greater customer satisfaction.
9. Change is seen as inevitable and not as being unnecessary.
l Adaptions to change are made smoothly and are not resisted.
10. The scope of business or activities is broadly set.
l Opportunities that serve customers more comprehensively, or those that tap into related fields, are capitalized on.
11. Measurement and evaluation of marketing activities is frequent.
l Effective marketing programs or tactics are repeated or enhanced; ineffective ones are dropped.
l Marketing expenditures and human resources are used effectively.
2.3 The Marketing System for Service Products
l The Five Main Component Sectors:
n The Hospitality sector (accommodation and catering services)
n Attraction sector
n Transport sector
n Travel organizers’ sector
n Destination organization
l The Vital Links between Demand and Supply
2.4 The Marketing System for Service Products
The summary of the marketing system below is intended to be read:
1） Marketing research and analysis: Continuous, detailed appreciation of the historical and projected trends in the external business environment; includes consumer research and evaluation of previous marketing expenditure and results.
2） Business strategy and marketing planning: Developing research and analysis into overall business and marketing strategies and operational plans ; includes product and capacity plans.
3） Campaign planning and budgeting: Producing operational programs to integrate the four main marketing mix elements of products, prices, promotion and distribution.
4） Action programs/implementation: Detailed programs of weekly and monthly activity for all forms of promotion and distribution.
5） Evaluation, monitoring and control: Monitoring and evaluating the results of completed marketing activity; includes customer research .Feeds data into the next cycle of the marketing process. May involve adjustment of current action programs.

3. Task design
In order to help the students understand the difference between Production Orientation生产导向, Sales Orientation销售导向 and Marketing Orientation市场营销导向, we provide some examples to show the symptoms or characteristics of production and sales orientations:
l Lodging Example
1） "The demand for rooms will always keep growing in this community. In any case, our rooms and restaurants will be the best available."
2） Assumes that growth is inevitable,
3） Assumes that having the best or highest quality is a guarantee of success.
l Food-Service Example
1） "My sister and I love French food. W