Unit One 1
WHAT IS TOURISM 1
Text A:What Is Tourism 1
Text B:Trends in Tourism 3
Exercises 9
Unit Two 18
TOURISM ATTRACTIONS AND TOURISTS 18
Text A:Tourism Attractions 18
Text B:Motivations and Tourists 20
Exercises 25
Unit Three 31
TOURISM DEVELOPMENT AND SUSTAINABILITY 31
Text A:Tourism Development 31
Text B:The Principles of Sustainable Management 33
Exercises 38
Unit Four 44
TOURISM PLANNING 44
Text A:Planning and Tourism 44
Text B:Planning for and of Tourism 46
Exercises 50
Unit Five 58
TOURISM COMMUNICATION 58
Text A:Communication:The Foundation 58
Text B:Travel Industry and Internet Commerce 60
Exercises 65
Unit Six 72
TOURISM MARKETING 72
Text A:Strategic Tourism Marketing 72
Text B:What Is Tourism Marketing 74
Exercises 79
Unit Seven 85
TRAVEL OPERATIONS 85
Text A:Types of Travel Operations 85
Text B:Sales 87
Exercises 92
Unit Eight 101
THE PROFESSION OF TOUR GUIDE 101
Text A:The Qualifications of a Good Tour Guide 101
Text B:Professional Standards for Hawaii's Guides 103
Exercises 108
Unit Nine 118
HOTEL(Ⅰ) 118
Text A:The Process of Hotel Management 118
Text B:The Hotel as Theater 120
Exercises 125
Unit Ten 130
HOTEL(Ⅱ) 130
Text A:The Secret Service 130
Text B:Pollution Solutions from Miami Inter-continental 132
Exercises 137
Unit Eleven 143
SHOPPING 143
Text A:Shopping in China 143
Text B:The Urge to Shop 144
Exercises 148
Unit Twelve 154
BUSINESS OF LEISURE＆RECREATION IN GENERAL 154
Text A:The Nature of Leisure＆Recreation 154
Text B:Business of Leisure＆Recreation with Economic＆So cial Changes 158
Exercises 160
Unit Thirteen 166
LEISURE＆RECREATION MANAGEMENT IN ACTION 166
Text A:Trends of Business of Leisure＆Recreation 166
Text B:TQM in Business of Leisure＆Recreation 168
Exercises 172
Unit Fourteen 178
HUMAN RESOURCES MANAGEMENT 178
Text A:Why HR Matters Now More Than Ever？ 178
Text B:Power to the People 180
Exercises 185
Unit Fifteen 192
TRANSPORTATION 192
Text A:Transportation Mode Selection Decisions 192
Text B:Passenger Transport——Airline,Sea,Rail,Road 194
Exercises 198
Unit Sixteen 204
TOURISM CULTURE(Ⅰ) 204
Text A:Your Real World or Mine？ 204
Text B:Cultural Tourism 206
Exercises 211
Unit Seventeen 218
TOURISM CULTURE(Ⅱ) 218
Text A:The Effects of Culture on Travel 218
Text B:How to Market Tourism Internationally？ 220
Exercises 225
Unit Eighteen 235
CONVENTIONS AND EXHIBITIONS 235
Text A:MICE as Defined 235
Text B:Who Can Successfully Cope with Different Meeting Marlcets？ 237
Exercises 243
主要参考书目 250