我国旅游市场营销教材的知识体系初探——基于内容分析的视角  

Knowledge System of Tourism Marketing Textbooks in China——A Content Analysis of Textbook

作　　者：戴湘毅[1] 张鑫[1] 涂文慧 陶琼[1] DAI Xiangyi;ZHANG Xin;TU Wenhui;TAO Qiong(College of Resource Environment and Tourism, Capital Normal University, Beijing 100048)

机构地区：[1]首都师范大学资源环境与旅游学院,北京100048

出　　处：《首都师范大学学报（自然科学版）》2020年第2期76-80,96,共6页Journal of Capital Normal University：Natural Science Edition

摘　　要：旅游市场营销学是旅游学科体系中的核心组成,教材是其知识体系的重要载体.本文通过对国内旅游市场营销教材的系统整理,形成基础数据库.在此基础上,选取10本国内主流旅游市场营销教材进行内容分析.研究发现,我国旅游市场营销教材的知识体系总体包括市场营销基础理论、市场营销组合策略、旅游分行业营销和旅游营销新理念4个内容板块.分析同时显示,当前我国旅游市场营销教材的知识体系在内容和形式上还存在旅游特性不明显,重理论而轻实践和学术规范性不够等问题.针对上述问题,本文最后从教材建设和课程教学等方面提出相应的对策建议.Tourism marketing is a core course in the disciplinary system of tourism,which makes its knowledge system cannot be ignored.Textbook is one of the most important forms to demonstrate the knowledge system to students and scholars.This study,by searching related textbooks from National Library of China,constructes a database of tourism marketing textbooks.Ten mainstream textbooks are selected for content analysis.Results show that the knowledge system of tourism marketing has been constituted as four parts,namely basic theories of marketing,marketing mix,marketing of tourism branches and new concepts in tourism.The study also indicates some problems should be treated properly,such as unclear professional feature,deficient practical application and poor academic standard.

关 键 词：旅游市场营销 教材 知识体系 内容分析 

分 类 号：F590[经济管理—旅游管理] G714[经济管理—产业经济]