基本情報/Basic Information

遠隔授業（授業回数全体の半分以上）の場合は、科目名の先頭に◆が付加されています（2023年度以降）

開講科目名 ／Course	Tourism and Hospitality Marketing／Tourism and Hospitality Marketing
時間割コード ／Course Code	T1T14501_T1
開講所属 ／Course Offered by	観光学部／Faculty of Tourism
ターム・学期 ／Term・Semester	2026年度／Academic Year　　第3クォーター／3Q
曜限 ／Day, Period	水／Wed　1,　水／Wed　2
開講区分 ／Semester offered	第3クォーター／3Q
単位数 ／Credits	2.0
学年 ／Year	2,3,4
主担当教員 ／Main Instructor	Husna Zainal Abidin／Husna Zainal Abidin
授業形態 ／Lecture Form	講義
教室 ／Classroom	東１号館Ｅ１-３０５／E1-305
開講形態 ／Course Format
ディプロマポリシー情報 ／Diploma Policy	要件年度 ／Required Year 要件所属 ／Course Name ディプロマポリシー ／Diploma Policy DP値 ／DP Point 2026/04 ～9999/04 観光学部 専門的知識や技能 5 2026/04 ～9999/04 観光学部 地域への関心と国際的視点 5

担当教員情報/Instructor Information

教員名 ／Instructor	教員所属名 ／Affiliation
Husna Zainal Abidin／Husna Zainal Abidin	観光学部（教員）

授業の概要・ねらい ／Course Aims	Welcome to Tourism and Hospitality Marketing. This is an elementary course in the global program (GP) and mainly targets second-year students who are beginning to learn basic marketing skills and strategies. As the marketing landscape has changed dramatically in recent years, the marketing of tourism and hospitality has become a multidimensional, collaborative venture, driven by technological change and the insatiable appetite of consumers for authentic co-created experiences. Against this general background, this course aims to provide an up-to-date and highly applied learning experience for students. To deepen students’ understanding of tourism and hospitality, this course includes two parts: 1) Marketing’s 4Ps (product, price, place, and promotion) and 2) Current trends in tourism and hospitality marketing.
到達目標 ／Course Objectives	By the end of this course, students are expected to: ・ Understand the key concepts of tourism and hospitality marketing ・ Be cognizant of new trends in tourism and hospitality marketing ・ Be able to plan the tourism and hospitality products based on the knowledge gained in this course
成績評価の方法・基準 ／Grading Policies/Criteria	Each student’s final score will be determined as follows: ・ Case study presentation: 20% ・ Marketing plan (final presentation): 30% ・ Individual report: 30% ・ Class contribution (group discussions): 20%
教科書 ／Textbook	N/A
参考書・参考文献 ／Reference Book	Fyall, A., Legohérel, P., Frochot, I., & Wang, Y. (2019). Marketing for tourism and hospitality: Collaboration, technology and experiences. Routledge.（For further reading） https://www.routledge.com/Marketing-for-Tourism-and-Hospitality-Collaboration-Technology-and-Experiences/Fyall-Legoherel-Frochot-Wang/p/book/9781138121294
履修上の注意 ・メッセージ ／Notice for Students	This is a GP 2.0 course subject (GP指定科目). Students who completed all Principles of Tourism subjects (A, B, C and D) are recommended to take this subject. Teaching content and arrangement may be adjusted to suit students' learning progress. A minimum attendance of 5 classes is required to be eligible for assessment. Students who fall below this threshold may not pass the course.
履修を推奨する関連科目 ／Related Courses	・ Medium level (Targets second- and third-year students): Strategic Tourism Management, Customer Relationship Management ・ Advanced level (Targets third- and fourth-year students): Tourism Critical Issues B
授業時間外学修（予習・復習等）の内容 ／students learning outside of the class, preparation and review are included	The total time for preview and review is approximately 90 hours. Students are expected to learn more through independent study in addition to the class material every week.
その他連絡事項 ／Other messages	This class is expected to be a fun in the sense that it will be a collaborative learning experience. Although I am the professor, many of you will have insights about tourism marketing, management, and research that I would like to hear about. The number of concepts I can present to you is limited, but learning need not be restricted to the textbooks. Please remember that I am here to facilitate your learning. I wish you would have an enjoyable learning experience. Although everything in this course will be taken in English (group discussion, group presentation, assignment), it does not mean that you must be very good in English. The most important thing is your motivation. I will be very happy to help you to overcome any difficulties in this course.
授業理解を深める方法 ／How to deepen your understanding of classes	The students are expected to positively learn and find “something new” through group work and fieldwork rather than passively accept the things taught in the class. At the end of the course, all of the students are required to present a tourism management related case that researched by themselves. Students are also suggested set the learning outcomes by themselves. 【「アクティブ・ラーニング」実施要項⑥⑧⑩】
オフィスアワー ／Office Hours	Please contact me to arrange for a meeting at a suitable time.
科目ナンバリング ／Course Numbering	T80023E01001B254
実務経験のある教員等による授業科目 ／Practical Experience	実践的教育 ／Practical Education 1. 該当しない 実践的教育の内容 ／Contents

No.	回（日時） ／Time (date and time)	主題と位置付け ／Subjects and position in the whole course	学習方法と内容 ／Methods and contents	備考（担当） ／Notes
1	Session 1	Outline	Course introduction.What is tourism and hospitality marketing?
2	Session 2	Lecture & Discussion	Revisiting traditional approaches to the marketing of tourism and hospitality
3	Session 3	Lecture & Discussion	Marketing destinations
4	Session 4	Lecture & Discussion	Collaboration Marketing: Partnerships, Networks and Relationships
5	Session 5	Lecture & Discussion	Channels of distribution
6	Session 6	Lecture & Discussion	Media, public relations, and marketing communications
7	Session 7	Lecture & Discussion	Market segmentation, targeting, and positioning
8	Session 8	Lecture & Discussion	Consumer intelligence searching: emerging tools, methodologies, and techniques
9	Session 9	Lecture & Discussion	Technology and marketing: social media and beyond
10	Session 10	Lecture & Discussion	Innovation: new tourism and hospitality products, services, and experiences
11	Session 11	Lecture & Discussion	Experiential marketing: a question of co-creation
12	Session 12	Lecture & Discussion	Delving deep into the experience
13	Session 13	Lecture & Discussion	Collaboration, technology and experience: the development of smart tourism
14	Session 14	Summary	Student individual presentations
15	Session 15	Summary	Student individual presentations