旅游经济学课件1

TheEconomicsofTravelandTourismTheEconomicsofTravelandTo1教学目的通过本课程学习，掌握和了解旅游经济学的学科特点、研究对象、研究内容和研究方法，从总体上掌握旅游经济学的理论体系和结构。教学目的通过本课程学习，掌握和了解旅游经济学的学科特点、研究2教学方法根据教材内容、课程体系、双语课的教学要求以及学生的接受能力，适当对教材内容进行删减，并相应增加相关内容，补充一些旅游经济学案例，让学生在掌握理论的同时，学会应用。教学方法根据教材内容、课程体系、双语课的教学要求以及学生的接3参考书目1.旅游经济学，郑州大学出版社，田孝蓉2.旅游经济学，上海人民出版社，陶汉军，林南枝3.旅游经济学，南开大学出版社，罗明义4.旅游经济学，东北财经大学出版社，龙江智翻译5.旅游经济学—理论与发展，东北财经大学，厉新建，张辉参考书目1.旅游经济学，郑州大学出版社，田孝蓉4考核方式：开卷考试或半开半闭；平时成绩占30%；考试成绩占70%。考核方式：开卷考试或半开半闭；5TheEconomicsofTravelandTourismChapter1IntroductionTheEconomicsofTravelandTo61.tourismTourismisneitheraphenomenonnorasimplesetofindustries.Itisahumanactivity,whichencompasseshumanbehavior,useofresources,andinteractionwithotherpeople,economiesandenvironments.1.tourismTourismisneithera7Italsoinvolvesphysicalmovementoftouriststolocalesotherthantheirnormallivingplaces.Althoughmosttourismaroundtheworldisaformofrecreation,thusimplyinguseofanindividual’sdiscretionarytime,sometourismisinevitablylinkedwithobligations,suchasbusinessorhealthrequirements.Italsoinvolvesphysicalmove8Thedefinition旅游是游览为目的的旅行，是人们出于各种个人或社会动机，离开居住地区到另一个地区或另一个国家旅行游览一段时间，然后返回原住地的整个活动过程。Thedefinition旅游是游览为目的的旅行，是人们出9Thoughtherearedifferentdefinitionsabouttourism,itisgenerallyagreedthattravelandtourismincludes.（1）touristneedsandmotivations；（2）tourismselectionbehaviorandconstraints（3）travelawayfromhome；（4）marketinteractionsbetweentouristsandthosesupplyingproductstosatisfytouristneeds；（5）impactsontourists,hosts,economiesandenvironments。Thoughtherearedifferentdef10economicsplaysaroleinmanyoftheseareas,particularlywherethereisaneedtoanalyzemarketforcesrelationdemandbytouriststosupplyof‘products’,andinanalyzingeconomicimpactsandmeasurestocontroltourism’seffects.economicsplaysaroleinmany11Itisalsoimportanttointerrelateeconomicswiththesociology,psychologyandgeographyoftourismontheonehand;ontheotherhand,economicsplaysaroleinplanning,managementandmarketingintravelandtourismorganizationanddestination.Itisalsoimportanttointerr122.thetourismindustryProductsandservicesarepartsoftouristrequirements,andtourismindustryencompassesawholemassoforganizations,majorityofwhicharelikelytobeinvolvedinpassengercarriage,accommodationandamenitiesorattractions.2.thetourismindustry13Inaddition,however,therearespecificandsupportingorganizations,suchastouristinformationcenters,souvenirmanufacturersandretailers,orbrochuredistributioncompanies.Inaddition,however,therear14Becauseofthiscomplexrange,itisusefultoattempttoclassifytheindustryintosectors.Onesuchclassificationproduces:（1）carriers—inanyformoftransportfortouristtravel；（2）accommodation；（3）man-madeattractions—whichcouldalsoincludethemanagedareasofnaturalattractions；（4）privatesectorsupportservices；（5）publicsectorsupportservices；（6）middlemen—suchastourwholesalersandtravelagents.Becauseofthiscomplexrange,15Bytheirnature,themajorityoforganizationsintravelandtourismareconcernedprimarilywiththeirownindividualproduct,andprobablyatbestwiththemarketplacerepresentedwithintheirsector.Whenaskedwhattheir‘product’is,mosthotelierswillreply‘accommodation’,mostagents‘travelservices’,andsoon.3tourismproductBytheirnature,themajority16Thus,intheirview,whilstadmittingtobeingwithinthetravelandtourismindustry,mostwillnotclaimtobesupplyingaproductcalledtourism.Indeed,somebusinesses-suchasrestaurantsintouristareas-maybesellingprincipallytotourists,soarepartofthetourismindustry,whereasotherssupplyingasimilarphysicalproduct,buttonon-tourists-suchasrestaurantsincitybusinessdistricts-arenotreallypartofthetourismindustry.3tourismproductThus,intheirview,whilstad17Thisimmediatelycreatesaprobleminanyeconomicanalysisofthefield,inthattheproductsfelttobesuppliedbymembersoftheindustryarenotnecessarilythesameasthoseproductsperceivedtobeindemandbyconsumers.Touristsonthewholearelikelytohaveamoreglobalconceptofthetravelandtourismproductwhichtheyarebuyingthanareindividualsuppliers.Thisimmediatelycreatesapro18从旅游市场角度fromtheviewoftourismmarket旅游产品是指旅游者和旅游经营者在市场上交换的、主要用于旅游活动中所消费的各种物质产品和服务的总和。

从旅游市场角度fromtheviewoftouris19从旅游需求方面看fromthetourismdemands旅游产品是旅游者花费一定时间、费用和精力所获得的一段旅游经历和感受。它包括从旅游者离开常住地开始到达目的地旅游、再到旅游结束回到常住地的全部过程中所接触的各种实物和所接受的各种服务的整个经历和感受。3tourismproduct从旅游需求方面看fromthetourismdeman203tourismproductForexample,onetouristmayreallywishtopurchasethechancetositonasunnybeachforaweek,toobtaintheendbenefitsoftotalrelaxation,restoredwell-beingandagoodsuntan.3tourismproductForexample,21Anothersimplydemandstheopportunityforaface-to-facebusinessmeetinginordertocloseasalescontractforhisorhercompany.Inneithercasearethesetouristsreallyseekingtobuytradeableproducts,butratheradream,totalexperience,activityorbusinessopportunity.Anothersimplydemandstheopp22从旅游供给者方面fromtheviewoftourismsuppliers是指旅游经营者凭借一定旅游资源、旅游设施和其他媒体，向旅游者提供并能满足其在旅游活动中所需要的各种产品和服务的总和。3tourismproduct从旅游供给者方面fromtheviewoftouri234.Theeconomicsoftravelandtourism4.1thedefinition旅游经济学作为一门交叉学科，是研究旅游经济活动的运行及其运行过程中所产生的经济现象、经济关系和经济规律的科学。4.Theeconomicsoftraveland244.2theobjectswhichwestudyintheeconomicsoftravelandtourism1.旅游经济活动所反映的经济关系theeconomicrelationswhichactivitiesoftourismeconomicsreflect（1）theeconomicrelationsbetweentouristsandtravelagencies（2）theeconomicrelationsbetweentourismcorporations（3）theeconomicrelationsbetweentouristsandresidents4.Theeconomicsoftravelandtourism4.2theobjectswhichwestudy252.旅游经济活动中的矛盾theconflictsintourismeconomicactivities（1）旅游者方面的矛盾①旅游者需求与可自由支配收入的矛盾②旅游者需求欲望与余暇时间的矛盾③需求欲望与旅游者自身文化、身体素质之间的矛盾④旅游者之间争夺“热点”、“热线”的矛盾⑤旅游者需求与一个国家或地区的政治制度、现行政策及经济发展水平间的矛盾。2.旅游经济活动中的矛盾theconflictsin26（2）旅游经营者方面的矛盾①各类旅游企业间的矛盾。②旅游部门与非旅游部门间的矛盾。③旅游企业收益与成本、劳动消耗与劳动成果间的矛盾④旅游业宏观效益与微观效益的矛盾（2）旅游经营者方面的矛盾27（3）旅游者与旅游经营者间的矛盾①旅游者支付能力与旅游价格之间的矛盾②旅游者的旅游需求内容与旅游经营者提供的旅游服务项目的矛盾③旅游需求的高度灵活性与旅游供给的相对稳定性之间的矛盾④旅游者需求内容与旅游服务质量之间的矛盾（3）旅游者与旅游经营者间的矛盾28旅游产品及开发

一、特征comprehensivenessintangibilityNon-transitivityinseparabilityperishabilityvulnerability旅游产品及开发

一、特征comprehensivenessi29二、旅游产品的构成

（一）一般构成

1、核心部分coreproduct2、形式部分tangibleproduct3、延伸部分augmentedproduct二、旅游产品的构成

（一）一般构成

30二、旅游产品的构成（二）需求构成1.按旅游者需求偏好2.按旅游者需求程度3.按旅游者消费内容分为食、住、行、游、购、娱游览观光旅游产品

休闲度假产品

特种旅游产品

基本旅游产品非基本旅游产品二、旅游产品的构成（二）需求构成游览观光旅游产品

休闲度假产31（三）供给构成

（四）按市场构成二、旅游产品的构成1、旅游资源2、旅游设施3、旅游服务4、旅游购物品（旅游商品）5、可达性或便捷性单项旅游产品整体旅游产品组合旅游产品二、旅游产品的构成1、旅游资源单项旅游产品32三、旅游产品生命周期productlifecycle的涵义及其特点introductiongrowthmaturedecline三、旅游产品生命周期productlifecycle的涵33四、旅游产品生命周期的变异起死回生型无限延长型一时风尚型四、旅游产品生命周期的变异起死回生型无限延长型一时风尚型34五、延长旅游产品生命周期的经营策略旅游产品改进策略旅游市场开拓策略旅游市场营销组合策略旅游产品升级换代策略五、延长旅游产品生命周期的经营策略旅游产品改进策略旅游市场开35旅游经济活动产生的条件宏观方面微观方面thelevelofsocialeconomicdevelopment①主观条件discretionarytimediscretionaryincometourismresources②客观条件socialconditionstourismequipmentstourismservices旅游经济活动产生的条件宏观方面thelevelofs36旅游经济活动产生的条件旅游经济活动产生的条件37旅游经济学课件138旅游经济学课件139导游“小费”将转正导游“小费”将转正40YouthHostelHostelingInternationalYouthHostelingInternationalYouthHostelHostelingInternat41旅游商品的分类(1)工艺美术品(2)土特产品(3)文化艺术品(4)旅游一般用品(5)旅游纪念品旅游商品的分类(1)工艺美术品42TheEconomicsofTravelandTourismTheEconomicsofTravelandTo43教学目的通过本课程学习，掌握和了解旅游经济学的学科特点、研究对象、研究内容和研究方法，从总体上掌握旅游经济学的理论体系和结构。教学目的通过本课程学习，掌握和了解旅游经济学的学科特点、研究44教学方法根据教材内容、课程体系、双语课的教学要求以及学生的接受能力，适当对教材内容进行删减，并相应增加相关内容，补充一些旅游经济学案例，让学生在掌握理论的同时，学会应用。教学方法根据教材内容、课程体系、双语课的教学要求以及学生的接45参考书目1.旅游经济学，郑州大学出版社，田孝蓉2.旅游经济学，上海人民出版社，陶汉军，林南枝3.旅游经济学，南开大学出版社，罗明义4.旅游经济学，东北财经大学出版社，龙江智翻译5.旅游经济学—理论与发展，东北财经大学，厉新建，张辉参考书目1.旅游经济学，郑州大学出版社，田孝蓉46考核方式：开卷考试或半开半闭；平时成绩占30%；考试成绩占70%。考核方式：开卷考试或半开半闭；47TheEconomicsofTravelandTourismChapter1IntroductionTheEconomicsofTravelandTo481.tourismTourismisneitheraphenomenonnorasimplesetofindustries.Itisahumanactivity,whichencompasseshumanbehavior,useofresources,andinteractionwithotherpeople,economiesandenvironments.1.tourismTourismisneithera49Italsoinvolvesphysicalmovementoftouriststolocalesotherthantheirnormallivingplaces.Althoughmosttourismaroundtheworldisaformofrecreation,thusimplyinguseofanindividual’sdiscretionarytime,sometourismisinevitablylinkedwithobligations,suchasbusinessorhealthrequirements.Italsoinvolvesphysicalmove50Thedefinition旅游是游览为目的的旅行，是人们出于各种个人或社会动机，离开居住地区到另一个地区或另一个国家旅行游览一段时间，然后返回原住地的整个活动过程。Thedefinition旅游是游览为目的的旅行，是人们出51Thoughtherearedifferentdefinitionsabouttourism,itisgenerallyagreedthattravelandtourismincludes.（1）touristneedsandmotivations；（2）tourismselectionbehaviorandconstraints（3）travelawayfromhome；（4）marketinteractionsbetweentouristsandthosesupplyingproductstosatisfytouristneeds；（5）impactsontourists,hosts,economiesandenvironments。Thoughtherearedifferentdef52economicsplaysaroleinmanyoftheseareas,particularlywherethereisaneedtoanalyzemarketforcesrelationdemandbytouriststosupplyof‘products’,andinanalyzingeconomicimpactsandmeasurestocontroltourism’seffects.economicsplaysaroleinmany53Itisalsoimportanttointerrelateeconomicswiththesociology,psychologyandgeographyoftourismontheonehand;ontheotherhand,economicsplaysaroleinplanning,managementandmarketingintravelandtourismorganizationanddestination.Itisalsoimportanttointerr542.thetourismindustryProductsandservicesarepartsoftouristrequirements,andtourismindustryencompassesawholemassoforganizations,majorityofwhicharelikelytobeinvolvedinpassengercarriage,accommodationandamenitiesorattractions.2.thetourismindustry55Inaddition,however,therearespecificandsupportingorganizations,suchastouristinformationcenters,souvenirmanufacturersandretailers,orbrochuredistributioncompanies.Inaddition,however,therear56Becauseofthiscomplexrange,itisusefultoattempttoclassifytheindustryintosectors.Onesuchclassificationproduces:（1）carriers—inanyformoftransportfortouristtravel；（2）accommodation；（3）man-madeattractions—whichcouldalsoincludethemanagedareasofnaturalattractions；（4）privatesectorsupportservices；（5）publicsectorsupportservices；（6）middlemen—suchastourwholesalersandtravelagents.Becauseofthiscomplexrange,57Bytheirnature,themajorityoforganizationsintravelandtourismareconcernedprimarilywiththeirownindividualproduct,andprobablyatbestwiththemarketplacerepresentedwithintheirsector.Whenaskedwhattheir‘product’is,mosthotelierswillreply‘accommodation’,mostagents‘travelservices’,andsoon.3tourismproductBytheirnature,themajority58Thus,intheirview,whilstadmittingtobeingwithinthetravelandtourismindustry,mostwillnotclaimtobesupplyingaproductcalledtourism.Indeed,somebusinesses-suchasrestaurantsintouristareas-maybesellingprincipallytotourists,soarepartofthetourismindustry,whereasotherssupplyingasimilarphysicalproduct,buttonon-tourists-suchasrestaurantsincitybusinessdistricts-arenotreallypartofthetourismindustry.3tourismproductThus,intheirview,whilstad59Thisimmediatelycreatesaprobleminanyeconomicanalysisofthefield,inthattheproductsfelttobesuppliedbymembersoftheindustryarenotnecessarilythesameasthoseproductsperceivedtobeindemandbyconsumers.Touristsonthewholearelikelytohaveamoreglobalconceptofthetravelandtourismproductwhichtheyarebuyingthanareindividualsuppliers.Thisimmediatelycreatesapro60从旅游市场角度fromtheviewoftourismmarket旅游产品是指旅游者和旅游经营者在市场上交换的、主要用于旅游活动中所消费的各种物质产品和服务的总和。

从旅游市场角度fromtheviewoftouris61从旅游需求方面看fromthetourismdemands旅游产品是旅游者花费一定时间、费用和精力所获得的一段旅游经历和感受。它包括从旅游者离开常住地开始到达目的地旅游、再到旅游结束回到常住地的全部过程中所接触的各种实物和所接受的各种服务的整个经历和感受。3tourismproduct从旅游需求方面看fromthetourismdeman623tourismproductForexample,onetouristmayreallywishtopurchasethechancetositonasunnybeachforaweek,toobtaintheendbenefitsoftotalrelaxation,restoredwell-beingandagoodsuntan.3tourismproductForexample,63Anothersimplydemandstheopportunityforaface-to-facebusinessmeetinginordertocloseasalescontractforhisorhercompany.Inneithercasearethesetouristsreallyseekingtobuytradeableproducts,butratheradream,totalexperience,activityorbusinessopportunity.Anothersimplydemandstheopp64从旅游供给者方面fromtheviewoftourismsuppliers是指旅游经营者凭借一定旅游资源、旅游设施和其他媒体，向旅游者提供并能满足其在旅游活动中所需要的各种产品和服务的总和。3tourismproduct从旅游供给者方面fromtheviewoftouri654.Theeconomicsoftravelandtourism4.1thedefinition旅游经济学作为一门交叉学科，是研究旅游经济活动的运行及其运行过程中所产生的经济现象、经济关系和经济规律的科学。4.Theeconomicsoftraveland664.2theobjectswhichwestudyintheeconomicsoftravelandtourism1.旅游经济活动所反映的经济关系theeconomicrelationswhichactivitiesoftourismeconomicsreflect（1）theeconomicrelationsbetweentouristsandtravelagencies（2）theeconomicrelationsbetweentourismcorporations（3）theeconomicrelationsbetweentouristsandresidents4.Theeconomicsoftravelandtourism4.2theobjectswhichwestudy672.旅游经济活动中的矛盾theconflictsintourismeconomicactivities（1）旅游者方面的矛盾①旅游者需求与可自由支配收入的矛盾②旅游者需求欲望与余暇时间的矛盾③需求欲望与旅游者自身文化、身体素质之间的矛盾④旅游者之间争夺“热点”、“热线”的矛盾⑤旅游者需求与一个国家或