面向创新创业能力培养的旅游市场营销案例教学方法研究  

Research on Case Teaching Method of Tourism Marketing for Cultivation of Innovation and Entrepreneurship

作　　者：周永博[1] 沈敏[2] Zhou Yongbo;Shen Min(Department of Tourism Management,School of Sociology,Soochow University,Suzhou 215123,China;School of Tourism Management,Wuxi Vocational Institute of Commerce,Wuxi 214153,China)

机构地区：[1]苏州大学社会学院旅游管理系,江苏苏州215123 [2]无锡商业职业技术学院旅游管理学院,江苏无锡214153

出　　处：《无锡商业职业技术学院学报》2020年第1期93-99,共7页Journal of Wuxi Vocational Institute of Commerce

摘　　要：在"万众创新、大众创业"时代背景下,尝试以案例教学方法改革为突破口,创新旅游市场营销课程教学。在回顾案例教学研究的基础上,结合教学进程开展学生深度访谈,采用扎根理论方法分析访谈内容,探索创新教学案例采集、编写、叙事方式,优化教学案例内容和形式,提升案例教学的针对性与实效性。In the era of“mass innovation and entrepreneurship”,this paper tries to innovate the teaching of Tourism Marketing course by taking the reform of case teaching method as a breakthrough.On the basis of the reviewing the case teaching research,this paper conducts in-depth interviews with students in conjunction with the teaching process,analyzes the interview content with the grounded theory method,explores innovative teaching case collection,compilation,and narrative methods,optimizes the content and form of teaching cases,and improves the pertinence and effectiveness of case teaching.

关 键 词：创新创业 旅游市场营销 案例教学 扎根理论 

分 类 号：F590.4[经济管理—旅游管理]