1. 探討觀光行銷學相關主題；
2. 探討如何蒐集與分析公部門的重要觀光統計數據，用以了解台灣過去、現在、並推估未來觀光市場之發展趨勢；
3. 探討如何進行景觀規劃設計中之「旅遊市場特性分析與預測」、「遊憩活動與設施容量推估」、「計畫效益分析」等工作；
4. 探討旅遊行程規劃相關主題。

1. Discuss topics related to tourism marketing;
2. Discuss how to collect and analyze important tourism statistical data from the public sector to understand Taiwan’s past, present, and predict future tourism market development trends;
3. Discuss how to carry out "tourism market characteristics analysis and forecasting", "recreational activities and facility capacity estimation", "planning benefit analysis" and other tasks in landscape planning and design;
4. Discuss topics related to travel itinerary planning.

本課程乃景觀系大學部社會組系列課程之一。本課程分為四大面向，首先，讓學生了解一般市場的基本經濟運作，並可舉一反三應用到各行各業。第二，聚焦到景觀系學生畢業後最常接觸到的產業—休閒遊憩產業，探討台灣觀光旅遊市場的規模、旅遊趨勢、遊客特性、旅遊特性與旅遊消費特性。第三，探討大四景觀規劃時會用到的一些和經濟有關的評估方法或技術。最後，探討現在與未來時代的經濟趨勢－美力經濟。

This course is one of a series of courses in the social group of the Department of Landscape Architecture. This course is divided into four major aspects. First, it allows students to understand the basic economic operations of the general market and apply it to all walks of life. Second, it focuses on the leisure and recreation industry, which is the industry that landscape students are most exposed to after graduation, and explores the scale of Taiwan’s tourism market, tourism trends, tourist characteristics, tourism characteristics and tourism consumption characteristics. Third, discuss some economic-related evaluation methods or techniques that will be used in senior landscape planning. Finally, it discusses the economic trend of the present and future era - the American economy.

1. [教科書，必買] 曹勝雄，(2001)，觀光行銷學(Tourism Marketing)，台北：揚智(初版十刷)。
2. [建議擁有] 鍾任榮，(2011)，旅遊行程規劃：實務應用導向，新北：前程文化。
3. [非常值得擁有] 夏業良、魯煒譯（Pine, B. J., & Gilmore, J. H.原著），(2013)，體驗經濟時代，台北：經濟新潮社(10週年修訂版)。
4. [一定要踩熟] 交通部觀光局網站資料(http://admin.taiwan.net.tw/public/public.aspx?n)。

1. [Textbook, must buy] Cao Shengxiong, (2001), Tourism Marketing, Taipei: ALi (first edition of ten editions).
2. [Recommended to have] Zhong Renrong, (2011), Travel itinerary planning: practical application orientation, New Taipei: Qiancheng Culture.
3. [Very worth owning] Translated by Xia Yeliang and Lu Wei (original work by Pine, B. J., & Gilmore, J. H.), (2013), Experience Economy Era, Taipei: Economic New Trends Society (10th Anniversary Revised Edition).
4. [Must be familiar with] Information on the website of the Tourism Bureau of the Ministry of Transport (http://admin.taiwan.net.tw/public/public.aspx?n).