本书以西方主流经济学理论为基础，探讨旅游活动的经济问题。前六章主要从需求和供给等微观经济层面分析旅游活动，具体包括导论、旅游需求、旅游供给、旅游市场机制、旅游产业结构—行为—绩效分析、政府在旅游发展中的作用；第七章简要分析旅游企业会计与旅游经济影响。本书在每章开头通过思维导图与学习目标呈现该章知识要点及各要点间的逻辑关系，以帮助读者全面掌握内容。This book， based on Western mainstream economic theory， examines the economic issues of tourism activities. The first six chapters mainly analyze tourism activities from microeconomic perspectives—demand and supply—including the introduction， tourism demand， tourism supply， tourism market mechanisms， tourism industry SCP analysis， and the government’s role in tourism development. Chapter 7 provides a brief analysis of tourism enterprise accounting and the economic impact of tourism activities. Each chapter begins with a knowledge graph and learning objectives to outline key concepts and their logical relationships， facilitating a comprehensive understanding for readers.
Chapter 1 Introduction /001Section 1 What Is Tourism /002Section 2 Tourism Activity and Tourism Economic Activity /008Section 3 Formation of Tourism Economics /016Chapter 2 Tourism Demand /023Section 1 Complexity of Tourism Demand /024Section 2 Measuring Tourism Demand /027Section 3 A Model of Maximum Utility for a Tourist /032Section 4 Principles of Tourism Demand /036Chapter 3 Supply of Tourism /045Section 1 An Introduction to Tourism Enterprises /046Section 2 Tourism Attractions /052Section 3 Airlines /061Section 4 Accommodations /069Section 5 Tourism Intermediaries /074Section 6 Tourism Destinations /080Chapter 4 Tourism Market Mechanism /085Section 1 Contradiction Between Tourism Supply and Tourism Demand /086Section 2 Pricing Tourism Services /088Section 3 Fluctuation of Tourism Market /093Section 4 Competitiveness of Tourism Destinations /098Chapter 5 SCP Analysis of Tourism Industry /109Section 1 An Introduction to Industrial Organization Theory /110Section 2 Market Structure of Tourism Industry /116Section 3 A General Discussion about Market Behaviors /125Section 4 Market Behaviors of Tourism Firms /136Section 5 A General Discussion about Market Performance /141Section 6 Market Performance of Tourism Industry /147Chapter 6 Government Roles in Tourism Development /155Section 1 Market Failure and Economic Functions of Government /156Section 2 Chinese Characteristics of Government Involvement in Tourism Economy /159Section 3 Tourism Industry Public Policy /165Section 4 Tourism Industry Management /169Chapter 7 Accounting of Tourism Firms and Economic Impact of Tourism /175Section 1 CVP Analysis of Tourism Firms /176Section 2 Financial Reporting and Analysis of Tourism Firms /183Section 3 International Comparisons of Tourism in GDP /190Section 4 Tourism Multipliers /196Section 5 Tourism Investment and Employment /200Section 6 Measurement on Economic Influence of Tourism Activities /206References /212词汇表 /214
內容試閱：
The tourism industry is a global giant which provides services to travelers while also providing opportunities to earn income through useful employment and productive investment. In China， the tourism industry was among the first sectors to open up to the outside world after the adoption of the reform and opening？up policy in 1978. After more than four decades of development， China’s tourism industry has made remarkable strides and secured a significant position in the international tourism market. To share the story of China’s tourism development with the world through our own narrative， it is essential for Chinese educators to produce English？language textbooks for tourism management programs. In recent years， thanks to the efforts of Chinese scholars in the tourism field， the shortage of such textbooks has been changed. However， further efforts are needed to expand the availability of English？language resources. This book is intended to add to the valuable collection of materials that we now have.Additionally， this book aims to support teaching reforms in tourism management education. The tourism industry is more internationalized than other service sectors and has a higher demand for global talent. Future employees in this field must be proficient in using English for business purposes to effectively understand the behavior of tourists from various countries and accurately convey tourism and cultural messages. Clearly， higher education institutions have a responsibility to support this need by offering international faculties and courses to cultivate globally？minded professionals. Having taught microeconomics， macroeconomics， and tourism economics to undergraduates for many years， I recognize the importance of avoiding unnecessary repetition of some teaching materials. To help students grasp the international dynamics of the tourism industry， it is essential to develop English？language textbooks and implement bilingual instruction in the field of tourism economics.This book was compiled by five experienced teachers from the School of Humanities and Social Sciences at Jiangsu University of Science and Technology (JUST). The division of labor is as follows: Associate Professor Zhu Zhu is responsible for Chapter 1， Associate Professor Su Zhiping for Chapter 2， Professor Guo Bingnan for Chapter 4， Associate Professor Jiang Zhenlin for Chapters 3 and 5， Professor Zhang Hao for Chapters 6 and 7. Associate Professor Jiang Zhenlin oversees the unification of the entire manuscript.I am especially indebted to the scholars of previous works on tourism economics and related fields， as they have provided both a framework for study and many original ideas. The relevant books and papers are listed in the reference section， and I apologize in advance for any unintentional omissions. I would also like to express my heartfelt gratitude to the four teachers on the writing team for their sincere collaboration and dedication， and to Mr. Wang Qian from Huazhong University of Science and Technology Press for his excellent editing work. Any remaining errors or omissions， of course， are my own.Jiang Zhenlin
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