Tourism Brand Management(Special Topic)

Release Date: 2017-09-21

Course Name	Tourism Brand Management(Special Topic)					Course Code
Course Type	□Public Degree Courses□ Basic degree course □ Public Obligatory Courses□专业必修Professional Obligatory Courses ☑ Professional Elective Course □ Public Elective Course
Course Semester	4th	Course Time		18			Credit	1
Institute	Tourism Management and Planning Academy	Applicable Major		Tourism Management
Assessment method	□Examination（Close book ） □Examination（Open-book ） ☑Test(Term Papers) □Test(reading report) □Test(Journals reviewed) □Others
Usual Performance accounting	30%		Final grade accounting		70%
Advanced courses	Intermediate-Microeconomics， Management Science Research Method， Behavioral Besearch， Modern Enterprise Theory， Research on Modern Service Industries，
Teachers	Zhang Weiqiang， Gui Ladan
Teaching Objectives
1. Tourism brand management is an idea for tourist destination and tourist enterprises to achieve their strategy target and cross-functional decisions. It can develop students' abilities concerning strategical thinking, comprehensive analysis and resource allocation. 2. Master the subject's basic concept, principles and approaches, which include latest developing trend and tendency of tourism brand management's theory and practice at home and abroad. Fully understand course 'architecture, structure and frame and their inner link. So that students can have a better cognition of strategic management of enterprise. 3. Combine theory and practice, and try to take theory and method of tourism brand management into realistic problems about tourism destination, tourist enterprise, tourist products and tourist goods through specials and discussion.
Teaching Contents
The teaching of Tourism BrandManagement includes classroom teaching and small meetings which is divided into two big parts and six seminars. The first seminar is basic theory analysis of tourism brand, and it contains theory evolution of brand, value, image, and spread of tourism brand and so on. The second seminar is tourist destination brand. The third seminar is tourist enterprise brand. The forth seminar is tourist products and service brand. The fifth seminar is tourist goods brand. The sixth seminar is research and appraisal of tourism brand which is combined with regional tourism planning. The seventh seminar is tourism brand strategy.