【正文】 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 you’ve ever travel as a tourist in a group, how did you choose your destination?VI. Assignments1. What are the three categories of visitors’ demand in which any country is concerned?2. How are visitors, tourists and sameday 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 ponent sectors of the travel and tourism industry?VII. Reference Material1. Chapter One, Travel And Tourism Marketing （旅游市場營銷）崔玉范等編著。Travel and Tourism Marketing旅游市場營銷課程教案CUI YUFANForeign Language Teaching and Research DepartmentHeilongjiang UniversityContentChapter One 4Chapter One 4Introduction to Travel and Tourism 4Chapter Two 8Introduction to Marketing 8Chapter Three 15Special Characteristics of Tourism and Marketing Response 15Chapter Four 19The Changing Business Environment: Determinants of Demand for Travel 19Chapter Five 23The Changing Business Environment: 23Travel Buyer Behavior and Relevant Affecting Factors 23Chapter Six 34The Marketing Mix for Tourism Service 34Chapter Seven 40Market Segmentation for Tourism Markets 40Chapter Eight 48Tourism Product Formulation 48Chapter Nine 56The Role of Price 56Chapter Ten 65Marketing Research 65Chapter Eleven 76Planning Marketing Strategy 76Chapter Twelve 86Planning Marketing Tactics 86Chapter Thirteen 96Planning Action Programs: Budgeting and Measuring Performance 96Chapter Fourteen 105Advertising and Public Relations 105Chapter Fifteen 118The Distribution Mix and the Travel Trade 118Chapter OneIntroduction to Travel and TourismII. Teaching Objectives On pletion 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. Taskbased approach 3. Questions and answers4. Presentation Facilities: Media classroom。IV. Background InformationIt provides an introduction to tourism industry yesterday and today. Tourism has bee a popular global leisure activity. In 2007, there were over 903 million international tourist arrivals, with a growth of % as pared to 2006. International tourist receipts were USD 856 billion in 2007. UNWTO World Tourism Barometer June 2008 (PDF). World Tourism Organization. June 2008. 吉林大學(xué)出版社，2004。3. 第三章，《旅游服務(wù)營銷》，（美）阿拉斯塔，莫里森等，朱虹等譯，電子工業(yè)出版社，2004年。IV. Background InformationThe 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 Contents1. Leadin 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 ing together in an exchange transaction money for products in the case of mercial 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 petitor39。)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 effec