授業報告 2014

Marketing and Branding in Tourism

Marketing and Branding in Tourism
With the View to Promoting Tourism in Akita, Japan (PDF)

2013年度のECN376クラスの授業報告書をご覧いただけます。

サンフランシスコと秋田をフィールドに、ツーリズムとマーケティングの関係を学習し、秋田県への観光客誘致におけるソーシャル・メディアの活用についてまとめました。

目次
Introduction  
  1. Project Based Learning p. 1
  2. The Course p. 1
  3. The Choice of Subject p. 2
  4. Structuring the Course p. 3
  5. Duration and Itinerary of the Course p. 5
  6. Assessment p. 5
I. San Francisco Section (Marketing and Branding)  
  1. Intention and Particulars in the Section p. 6
  2. Internet Marketing and Brand Management p. 11
  3. Learning of Best Practices in U.S. p. 14
II. Akita Section (Carrying Out the Project)  
  1. Intention in the Section p. 15
  2. Basis of Project and Project Formulation p. 16
  3. Basics of Tourism and Its Recent Trends p. 18
  4. Tourism as an Agenda in Akita p. 20
  5. Tourism Development Policy of Akita Government p. 21
III. Doing the Project  
  1. Road Map p. 26
  2. Research p. 26
  1) Benchmarking  
  2) Street Survey  
  3) Use of Social Media in Akita’s Tourism  
  3. Analysis p. 34
  1) SWOT Analysis  
  2) Project Cycle Management Analysis  
  4. Conclusion p. 38
  5. Final Presentation p. 43
IV. About the Participants  
  1. Participants List p. 50
  2. Participants’ Notes p. 51
V. Instructors’ Note p. 71