课程代码：022272B                                    Course Code：022272B

课程名称：高端旅游与市场                       Course Name：High-end Tourism & Marketing

学时：32                                                       Periods：32

学分：2                                                         Credits：2

考核方式：考查                                           Assessment：Evaluation

先修课程：旅游学、管理学、                   Preparatory Courses：Tourism Study, management,

市场营销学                                    Marketing

  从旅游业视角出发，伴随着旅游消费的升级转型，介绍高端旅游和旅游营销独特的理论体系，明确旅游组织和企业在国际营销环境中，如何规范化、创造性地设计营销方案，开展营销活动,提高核心竞争力。通过本课程的学习，使学生全面了解高端旅游与旅游营销发展的基本状况，系统地了解高端旅游内涵、高端旅游市场、高端旅游产品体系，掌握目的地营销、节事营销、影视营销、新媒体营销等方面的新兴理论和方法，培养学生具有较高的从事旅游市场分析和营销策划的专业实务技能，使学生毕业后能迅速适应旅游业的实际工作。本课程也为学生继续学习和从事其它现代服务业营销管理工作奠定良好的基础。

From the perspective of tourism industry and with tourism consumption continuously upgraded, this course introduces the unique theoretical system of high-end tourism and marketing. The study will identify the way of how to design standardized marketing plans with creativity, how to conduct marketing operation and how to enhance competitive competence for tourism organizations and tourist service enterprises in international marketing background.

Meanwhile, the completion of this course will enable the students to learn more about the latest development of high-end tourism and tourist marketing discipline. Such knowledge will acquaint the students with the concept of high-end tourism, the overall market situation and its product system. As a result, they will grasp the new theories and methods of destination marketing, festival and event marketing, movie marketing and new media marketing. The study of the course will help the students develop skills of market analysis and marketing planning and promptly adapt them to their business career after graduation. Also, it will lay a foundation for their further study.