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1、一、 填空（102）1、 Classify of tourist products（旅游产品分类）: destination: inbound tourism, domestic tourism, outbound tourism fashion: group tour, small package tour, single service 2、 Basic indicator of tourism（入境旅游指标体系中文P184）： the person-time of inbound tourism（人次） overnight stay and length of stay(过夜天数和停留时
2、间) the expenditure of inbound tourism(旅游者消费指标)3、 Tourists travel for different purpose: such as religion, health, commerce, adventure, quest for fortune, politics 4、 classify of tourist resources(旅游资源分类)：free, scarce（特征：not renewability, not interchangeability）P565、 Tourists face a 5 stage decision
3、process(出游的五个阶段)：P102 participation decision参与决策 tourism budget constraint旅游预算约束 frequency and length of stay频率和停留时间 kind of destination目的地类型 destination and transportation made choice目的地和交通的选择6、 Tourism and supply chain management 5个基本内容：planning, procurement, manufacturing, distribution, toretrnof
4、goods7、 旅游供给指标体系：（中文版P92）8、 旅游供应链中主体的地位： Travel agency is the core of supply chain Tourist is the subject of supply chain Tourism resource and environment is the basis of supply chain9、 Problem of tourism transportation: Carbon emission P12910、 concentration(集中度) 分类：industrial(行业), industry(产业), mar
5、ket（市场）11、国际货币基金组织，股份不低于25%12、financing(资金融通)方式：direct(直接融资)，indirect(间接融资)13、tourism demand forecast: change(旅游投资预测) trend forecast of population, economic and political, tourism product price, tourism supplies14、tourism investment efficiency: economic. environmental, social15、decision-marketing ty
6、pe: Certainty decision (information complete) Uncertainty decision (all information is uncertain completely) Risk type decision (incomplete information) 16、tourism multiplier model(旅游乘数模型)：input-output model, economic base model, “certain” model(特定模型)：唯一针对旅游产业的模型 17、the development of marketing idea
7、（市场营销理念）：product-oriented, sales-oriented, customer-oriented 18、Marketing mix(市场营销整合)：4PS：product, place(process of delivery), price, promotion (P257也可能是简答)二、名词解释（45）1、 Free resources: they are in such abundance that there is no need for any mechanism to allocate them to users.(P56)Scarce: their sup
8、ply in general is limited in respect to their actual or potential demand.2、 Tourism Demand: Tourism Demand is in a certain period of time, certain price ,tourists are willing and able to purchase quantity of tourism products, a certain amount of demand on tourism destination for tourists. (P102)3、 P
9、rice Discrimination: Price discrimination normally implies a degree of monopoly and hence the chance to make “supernormal” profits, but in travel and tourism it is more a function of non saleable services and the ability to segments market. (P150)4、 Integration(一体化)：Integration refers to multiple or
10、iginally independent sovereignty entity gradually combine a single entity in some way. (P159)5、 Tourism Investment: Refer to people put into a certain quantity of capital on a tourism projects for the gains, according to the needs of development on tourism enterprise in a certain period of time. (中文
11、P232)6、 Tourism Multipliers: are used to capture the secondary effects of visitor spending in a region. (P220)7、 Tourism Marketing: is the sum of all the decisions and activities that sellers undertake to convince buyers to commit to a particular product or service instead of to the many other produ
12、cts and services available. (P241)8、 Marketing strategy: a marketing strategy lays out the path to follow to reach the stated marketing objectives. (P254)三、 简答（中文48）1、 The success of tourist destination 旅游目的地成功的条件:P10 attractions吸引物 amenities(facilities)便利设施 accessibility for tourists可进入性分析重庆成为旅游目的地
13、成功的条件：三都（会展、美食、温泉）、购物场所（解放碑、江北）、交通（高速公路、高铁2、 旅游企业经营的目标：(理解，描述)P150 Profit maximization Sales revenue maximization “Empire building” or prestige Output maximization “Satisfying” A quiet life(profit minimization)3、 中间商的主要作用:P157 Improve circulation efficiency提供流通率 Adjust the contradiction between prod
14、uction and consumption调节生产和消费的矛盾 Effective share enterprise marketing function4、 一体化 （图描述，理解） P1595、 从80年代起，中国旅游产业的集中度分析描述6、 non-investment management arrangements(非投资管理)p1657、 后悔值决策法具体做法（描述，理解，中文版P257） 先将在各种自然状态下的最大损益值减去其他方案的损益值，得出各个方案在各种自然状态下的后悔值 然后找出每个方案的最大后悔值 再从这些最大后悔值中选择一个最小值。即可能出现的后悔值是最小的，这个最大
15、后悔值中的最小值所对应的方案就认为是最优方案8、 立足于市场：旅游市场过度价格竞争问题（材料）原因：宏观：行业 微观：企业9、 市场营销周期（文字描述+图）P24210、市场细分：P246人口统计学细分法：变量有年龄、收入、职业、家庭规模、生命周期、受教育程度地理位置细分法：国内，国外消费心理细分法：消费者的价值观、态度、生活方式、兴趣、活动、个性 消费行为细分法：旅游习惯 个人偏好 旅游目的 从旅游中获得的利益11、在市场中的角色特点：P255 Market leader:高高在上，遥遥领先。必须持续进行市场研究，来调整他们的生产和更新市场战略。面对两个挑战：A保持领导的地位B扩大市场份额。 Market challenger: 不安现状，跃跃欲试。价格竞争：以低价格来直接和领导竞争；非价格竞争：提供更好的服务Market follower: 安于现状，寻求自保。Marker Miche player(市场利基者)：专业经营，夹缝生存。四、计算（6 11 13） 1、生产函数：Q=f（X1,X2Xn） Q=f(L,K)
