Research On Curriculum System Of Tourism Management

Tourism industry grows at a high speed in China. Higher education of tourism goes with the industry booming development and the rapid growth is well know for the people who would like to keep one eye on it. There are more than 600 colleges or universities around the country that establish school of tourism or tourism department during past two decades. The tourism industry in China will take more and more important role in world tourism industry in future. As the backup of manpower for tourism industry development, college education in tourism, especially the education for undergraduate in tourism will take the role to feed tourism industry with professional personnel for keeping its rapid and steadily growth. However, It is known that there are some problems with current higher education of tourism in China. The college education of tourism goes with many problems and faults concerning curriculum, teaching, the mode of education, teachers, teaching equipments and tools, etc. Among these problems, the curriculum problem is the main reason that low down the development of higher education of tourism.In this paper, Social Marketing theory is introduced to the reform of current curriculum system. In America and other developed countries, marketing theory has been applied to education institution and has been proven to be suitable for the management, reform of the education system. Different from pure marketing theory that keep eyes only on customer's request, Social Marketing theory keep one eye on other social requirements in a omni-directional and long distance view while keep one eye on customer's request. Therefore, Social Marketing theory is theory of continuable development.Introduce the theory and method of Social Marketing to the curriculum system of tourism improvement. As the theory of Social Marketing, the first and important step is to understand the request of market and find out the blank of market. Through market research, analysis on marketing circumstance and the software condition of college to re-set curriculum system, re-establish a new curriculum system to meet the request of market. Besides, the higher education of tourism need to keep one eye on other social request on human resource, and as one part of higher education, higher education of tourism need to care about students'request of gaining the ability to develop themselves during the whole life.In this paper, several research methods are applied to the research, including document analysis, questionnaire, interview, contrastive analysis, illustration, case, and etc. Through analysis of the document on curriculum research, find out the blank requirement that has not been covered by now, then re-establish new curriculum system based on questionnaire and interview to meet human resource request of tourism. In this paper, Yunnan University is taken as a case to give a example for Social Marketing theory applied to curriculum system reform of tourism.