General Information

Professor Information

Instructor Profile Picture







(022) 2666-7651

Office Hours

By Appointment

Additional Notes

Teaching Assistant Information

Han Fu

Han Fu



Professor Information

Yitian Liu

Yitian Liu

phone & WeChat


Course Description and Purpose

This course is designed to help the students apply theories,principles, concepts and tools needed to successfully design a Tourism Marketing Plan for a given destination.

Course Objectives

  • Provide student’s concepts on tourism marketing, demand, supply analysis and market research as it relates to the design of a Tourism Destination Marketing Plan. 
  • Understand and apply marketing concepts as well as data interpretation, SWOT analysis, promotional tools as they relate to Tourism Marketing Plans.
  • Demonstrate the ability to design and present a written Destination Tourism Marketing Plan.
  • Demonstrate the ability to orally present a Destination Tourism Marketing Plan.

Learning Outcomes

Upon successful completion of this course you should be able to do the following:

  • Understand concepts applied to Tourism Marketing issues
  • Conduct basic SWOT analysis, data interpretation and select promotional tools as important components of a Destination Marketing Plan
  • Be able to design a written Tourism Destination Marketing Plan.
  • Be able to present a Tourism Destination Marketing Plan in oral presentation format.

Important Information


Please review the FIU's Policies webpage. The policies webpage contains essential information regarding guidelines relevant to all courses at FIU, as well as additional information about acceptable netiquette for online courses. For additional information, please visit FIU's Policy and Procedure Library.

 As a member of the FIU community you are expected to be knowledgeable about the behavioral expectations set forth in the FIU Student Conduct and Honor Code.

Technical Requirements and Skills

One of the greatest barriers to taking an online course is a lack of basic computer literacy. By computer literacy we mean being able to manage and organize computer files efficiently, and learning to use your computer's operating system and software quickly and easily. Keep in mind that this is not a computer literacy course; but students enrolled in online courses are expected to have moderate proficiency using a computer. Please go to the What's Required webpage to find out more information on this subject.

Privacy Policy Statements for Partners and Vendors

Please visit our Technical Requirements webpage for additional information.

Accessibility and Accommodation

The Disability Resource Center collaborates with students, faculty, staff, and community members to create diverse learning environments that are usable, equitable, inclusive and sustainable. The DRC provides FIU students with disabilities the necessary support to successfully complete their education and participate in activities available to all students. If you have a diagnosed disability and plan to utilize academic accommodations, please contact the Center at 305-348-3532 or visit them at the Graham Center GC 190.

For additional assistance please contact FIU's Disability Resource Center.

Web Accessibility Statements for Partners and Vendors 

Please visit our ADA Compliance webpage for additional information about accessibility involving the tools used in this course.

Academic Misconduct Statement

Florida International University is a community dedicated to generating and imparting knowledge through excellent teaching and research, the rigorous and respectful exchange of ideas and community service. All students should respect the right of others to have an equitable opportunity to learn and honestly demonstrate the quality of their learning. Therefore, all students are expected to adhere to a standard of academic conduct, which demonstrates respect for themselves, their fellow students, and the educational mission of the University. All students are deemed by the University to understand that if they are found responsible for academic misconduct, they will be subject to the Academic Misconduct procedures and sanctions, as outlined in the Student Conduct and Honor Code. Academic Misconduct includes:


  • The unauthorized use of any materials, information, study aids or assistance from another person on any academic assignment or exercise, unless explicitly authorized by the course Instructor; 
  • Assisting another Student in the unauthorized use of any materials, information, study aids, unless explicitly authorized by the Instructor; and 
  • Having a substitute complete any academic assignment or completing an academic assignment for someone else, either paid or unpaid; and 


  • The deliberate use and appropriation of another's work without any indication of the source and the representation of such work as the Student's own.
  • Assisting another Student in the deliberate use and appropriation of another’s work without any indication of the source and the representation of such work as the student’s own. 

Learn more about the academic integrity policies and procedures as well as student resources that can help you prepare for a successful semester.

Panthers Care & Counseling and Psychological Services (CAPS)

If you are looking for help for yourself or a fellow classmate, Panthers Care encourages you to express any concerns you may come across as it relates to any personal behavior concerns or worries you have, for the classmate’s well-being or yours; you are encouraged to share your concerns with FIU’s Panthers Care website.

Counseling and Psychological Services (CAPS) offers free and confidential help for anxiety, depression, stress, and other concerns that life brings. Professional counselors are available for same-day appointments. Don’t wait to call (305) 348-2277 to set up a time to talk or visit the online self-help portal.

Course Prerequisites



This is a fully online course in which all of the instructional materials and activities are delivered through Canvas, and/or other internet-based media. Should you have any questions, please contact the professor.

This course provides a guide to basic marketing concepts and tools for solving simple, typical problems in tourism destination marketing and to build a foundation for the understanding of more complex ones. Knowledge of simple mathematics is all that is required to adequately solve the problems presented.  The emphasis is on practical method and result oriented application rather than theoretical discussion.  I believe that learning can and should be fun. This can only be achieved in an online forum if you participate in the assignments and engage with the material.

Textbook and Course Materials

Tourism Marketing for Cities and Towns
title : 
Tourism Marketing for Cities and Towns
authors : 
Bonita M. Kolb
publisher : 
Routledge, Dec-2005
publish date : 
isbn 10 : 
isbn 13 : 
notes : 
additional notes : 
Additional Notes
Provides coverage of marketing theory specific to the tourism industry. This work focuses on developing the branded destination with emphasis on promotional planning. It contains international examples, discussion questions, and strategic planning worksheets. Comienzo página.

Expectations of This Course

This is an online course, which means most (if not all) of the course work will be conducted online. Expectations for performance in an online course are the same for a traditional course. In fact, online courses require a degree of self-motivation, self-discipline, and technology skills which can make these courses more demanding for some students.

Students are expected to:

  • review the getting started page located in the course modules;
  • introduce yourself to the class during the first week by posting a self-introduction in the appropriate discussion;
  • take the practice quiz to ensure that your computer is compatible with the learning management system, Canvas;
  • interact online with instructor and peers;
  • review and follow the course calendar and weekly outlines;
  • log in to the course 2 times per week;
  • respond to discussions by the due date specified. No late work will be accepted; 
  • respond to emails within 2 days; 
  • submit assignments by the corresponding deadline

The instructor will:

  • log in to the course 2 days of a week;
  • respond to discussion postings within one week
  • respond to emails within 2 days
  • grade assignments within one week of the assignment deadline.

Course Detail

Course Communication

Communication in this course will take place via the Canvas Inbox. Check out the Canvas Conversations Tutorial or Canvas Guide to learn how to communicate with your instructor and peers using Announcements, Discussions, and the Inbox. I will respond to all correspondences within insert turnaround time.

Discussion Forums

All students are expected to post their thoughts on discussion topics presented throughout the term.  The purpose of the discussion forum is to provide a platform for students to consider how new technologies / green activities may apply differently based on the norms, attitudes, values, beliefs and social practices of different cultures.  There are seven (7) topics, one for each week, worth 50 points each for a total of 350 points toward your final grade.

Keep in mind that your discussion forum postings will likely be seen by other members of the course. Care should be taken when determining what to post.

Discussion Forum Guideline

You post on each discussion is expected to be at least paragraph long and thought provoking. DO NOT COPY AND PASTE FROM THE ONLINE SOURCES!! or you will receive zero for the discussion.

When making a post online, keep in mind the following things:

  • All comments are appropriate and on topic. This is not a chat room, the same respect expected in person is expected online as well.
  • All comments are written in complete sentences with correct conventions.
  • You may consider the following tips when make post:
    1. Give a complement
    2. Add new information
    3. Make a connection to the writer
    4. Give advices or suggestions to help them meet the goal
    5. End the question
    6. If a post that already has 3 comments, you must choose another post to comment on.


There will be 2 exams during the semester which serves purposes of insuring that you are keeping up with the reading as well as self-accessment of learning outcomes. If a valid reason keeps a student from attending one exam at the scheduled time, it is the student’s responsibility to contact the professor prior the exam. 

You will have ONLY ONE attempt to take the tests at a fixed dates/time in the term, so please make sure you schedule  a time spot for the tests and have a good Internet connection before starting it.  These quizzes are timed, and you will only have 60 minutes to complete each quiz. The first test is on 1 July between 10:30~11:30am (Beijing time), and the second on is on 29 July between 10:30~11:30am (Beijing time).  There are 100 points each for a total of 200 points towards your final grade.

In order to mitigate any issues with your computer and online assessments, it is very important that you take the "Practice Quiz" from each computer you will be using to take your graded quizzes and exams. It is your responsibility to make sure your computer meets the minimum hardware requirements.

All assessments will auto-submit when (1) the timer runs out OR (2) the closing date/time is reached, whichever happens first. For example, if a quiz has a closing time of 5:00 pm but the student begins the exam at 4:55 pm, the student will only have 5 minutes to complete the quiz.

Assessments in this course are not compatible with mobile devices and should not be taken through a mobile phone or a tablet. If you need further assistance please contact FIU Canvas Help Team.

Team project assignment

Project Scope

The assignment is to, in teams of approximately 35 students; choose a tourism destination and covers the following major content: 

  • Introduction- Introduction of the Destination- include, but not limited to, the name of the place, history, key features, and any pertinent information the reader must know in order to have a good understanding of your choice. 
  • Competition Analysis- using the marketing tools in order to analysis as well as describe how this place positions itself to its target segment relative to its competitors i.e. what products or services does this place have and differ from its competitors in the minds of its target customers? This requires research on both the location and its major competitors. 
  • Customer Segmentation and Targeting Marketing communication Strategy- A description of the main target customer segmentation of this location using a description which includes demographic, behavioral, and psychographic. And chose the most effective communication strategies to promote the place.
  • Evaluation- Pretend you were just hired as the Director of Sales & Marketing for this destination or Chief Marketing Officer for the entire city. Evaluate sections B&C. Describe what you would improve in terms of marketing. What strengths would you enhance? What weaknesses will you turn into strengths? What opportunities can you have come to life? How will you ward off threats?

Students may not change the team once they are selected and assigned to each team.

Project Paper Assignment

All teams are required to write a paper in a minimum length of 10 pages, including a bibliography and citations page. Make sure to document all of your sources and site them in the body of the paper. Failure to credit the source is plagiarism and will result in receiving a failing grade (F) for the course.

The paper format will follow the standard APA research paper requirements (see to online writing lab (OWL) for information on APA format). Proof your paper for typographical and spelling errors as this severely detracts from the content of the paper. Paper must to be conducted in English ONLY.

Pages must be numbered; the page starting with the Introduction is page 1.  The paper should include a Title Page with title of project and all team members’ names (with Panther ID for each student in the team) and the date.  Following the Title Page is the Table of Contents. The paper then begins with the Introduction, followed by the Body of the Paper, followed by the Conclusion, followed by the Bibliography/citations (Page number ends) and others if applicable.

The main body of paper is to be 3000 +10% words in length (not including cover/title page, table of contents, lengthy quotes, tables, or case examples which should be placed in an appendix) according to the APA standard. Papers with less than 500 words in the main content will not be accepted and will receive a “Zero” for the project assignment. Paper has no less than 5 references in English.

All teams, no exception, must submit ONE e-copy of the paper in PDF on Canvas on no later than 3rd July, 2020 (Friday)No later online submission accepted. The paper’s similarity should be NO MORE than 10% in total or you will lose 1point for 1% that is over 10%.

Please remember: This is an irreversible submission, not a practice! You may not have the second chance to resubmit. It is students' wish/responsibility to have the similarity check before submission on Canvas

Please be noted, some of you may plan to have your paper checked similarity with any other outside authority before submission, and in case different tools may give you different results, in all circumstances, our similarity results will be subject to the one on Canvas.

Please keep the deadline in mind and NO SBUMISSION WILL BE ACCEPTED IN DELAY FOR ANY REASON (S). Failure to do so will result in receiving an F for the course. Papers submitted from other classes will receive no credit.


The project presentation is about 30 minutes oral presentation. Each member must participate. The project Design part of the project presentation may include three dimensional, graphic and/or media interpretations of your design, depending on the skills, talents and creativity of the team members.

As this is an online course, members in each group need to record the video and compile into one complete file and upload no later than 3rd July 2020, Friday, Remember: EVERY MEMBER OF THE TEAM MUST PRESENT. 

The structure of the presentation is up to the teamMake your presentation as creative, interactive and fun as you can. The material model is not required this time.

It is important that you spend time rehearsing your presentation. The length of the Presentation is less than 10 minutes will not be accepted and will receive a “Zero” grade for the Team Project Assignment.


Project paper rubrics

Paper will be considered and evaluated as a team work, which means all members will receive the same grade.



Paper adheres completely to each guideline and format stated in posted Paper Guidelines.

Paper adheres completely toall but one guidelines and format stated in posted Paper Guidelines.

Paper adheres to all but two guidelines and formats stated in posted Paper Guidelines.

Paper adheres to all but three guidelines and formats stated in posted Paper Guidelines.
Paper does not adhere to four or more guidelines and formats stated in posted Paper Guidelines.
Paper contains a well detailed introduction and a thorough conclusion
Paper contains an introduction or a conclusion.
Paper contains an introduction and a conclusion. But either/both of them is/are very weak.
Paper contains either an introduction or a conclusion.
Paper contains neither an introduction nor a conclusion.
Clarity of

Paper, all aspects, is clearly and coherently organized; contains all A headings; has no problems with grammar, spelling or punctuation; Bibliography and citations all cited correctly.

Paper is clearly organized with few or no irrelevant sections; contains most A headings; has few problems with grammar, spelling or punctuation; most Bibliography and citations correct.
Paper has adequate organization may be redundant in places; contains no headings; has some problems with grammar, spelling or punctuation; few citations correct.
Paper is somewhat organized but is poorly focused; has many problems with grammar, spelling or punctuation; no citations correct.
Paper is poorly organized or has many irrelevant sections; has many repeated problems with grammar, spelling or punctuation.
ThoroughnessPaper is thorough while clearly and appropriately organized; uses specific and appropriate details; Body of paper is 3,000 +10% words in length.
Paper appropriately organized; uses appropriate details; body of paper is 1,800~2,700 words in length. 1,800 words is minimum to receive better than 60% overall on your paper.
Paper poorly organized, information listed but fail to elaborate properly; may have inappropriate or insufficient details; body of paper is 1,000~1,800 words in length.
Paper barely organized; information is only listed; body of paper is between 800~1,000 words in length.
Paper is not organized at all; contains many irrelevant details; has many unclear response; body of paper less than 800 words in length.
Content qualityPaper introduces a destination in great detailed information; discusses thoroughly /accurately major competitors and target customers; describes full perspectives of target customer behavior and choose the most effective /unique communication  marketing strategies to promote the destination; makes elaborated evaluation of the analysis with clear trails of critical thinking ability; paper is one of a kind  in general 

Paper generally introduces information of destination; discusses major competitors and target customers; describes most perspectives of target customers behavior and choose commonly effective communication marketing strategies to promote the destination; makes evaluation of the analysis which shows a certain level of critical thinking ability

Paper introduces some, but misses key information of destination; discusses little of major competitors and target customers; describes few perspectives of target customers behavior and choose unsure communication marketing strategies to promote the destination; not able to critically  make evaluation of the analysis
Paper introduces little information of destination; discusses no major competitors and target customers; fails to describe target customers behavior and choose unsure communication marketing strategies to promote the destination; no evaluation of the analysis
Paper fails to comply with key requirements of the project and does not discuss target customers nor communication strategies, does not have evaluation at all. 
Total /250

Presentation rubrics

Presentation will be evaluated individually, which means one's grade may differ from others in the team.




Dress and appearance completely in character for a professional presentation.
Dress and appearance almost in character for a professional presentation.
Dress and appearance no different than what student would wear to class.
No attempt was made in dress and appearance for presentation.
InteractivenessStudent maintains eye contact throughout the presentation.
Student maintains eye contact most of the time.
Student maintains eye contact half  the time.
Almost no eye contact in the entire presentation.
ElocutionUse a clear voice and is very articulate; projects voice so that can be heard very clearly;
Use a clear voice with satisfactory use of inflection; can be heard most of the time
Use voice with only some level of inflection throughout delivery; have difficulty of hearing most of the time.
Student uses a constant monotone voice; cannot be heard.
Visualoutstanding visuals that reinforce information. Content on the ppt is readable and no spelling mistakes.
well done visuals that frequently relate to presentation. Most of the content on the ppt is readable. one  spelling mistake.
visuals are marginal and minimal. Half of the content on the ppt is readable. There are 2 spelling mistakes.
 poorly developed visuals that rarely relate to information. Few content on the ppt is readable. There are 3 or above spelling mistakes.
Logicno difficulty to understand the content at all.
presentation in general is logical and understand most content.
half of the content is understandable
content is poorly organized and only few content is understandable
Presentation is one of a kind. Presentation is one that can be utilized in the work place. very well fluent
Presentation is very innovative, using presentation aids that add to the interest. fluent in general
Attempt was made at some creativity in presentation. Presentation could not be used in all work place presentations. weak in  fluency in general
Weak attempt was made at creativity. Presentation lacks professionalism. not fluent at all.


Course Requirements
Number of Items
Points for Each
Total Points Available
Zoom meeting  participation14040
Project Paper
Project Presentation1300300

Letter Grade

Letter Range (Points)LetterRange (Points)Letter Range (Points)
A1083 or aboveB946 ~ 991C798 ~ 876
A-1026 ~ 1082B-912 ~ 945D684 ~ 797
B+992 ~1025C+877 ~ 911F< 684

Grading Schema

Name From To
< 95%
< 90%
< 87%
< 83%
< 80%
< 77%
< 70%
< 60%

Zoom Video Conference 

Zoom is a video conference tool that you can use to interact with your professor and fellow students by sharing screens, chatting, broadcasting live video/audio, and taking part in other interactive online activities. We will be utilizing this tool to conduct course related discussion, e.g. answering all questions from students, explaining key knowledge and etc.,  during the term. 

Taking the potential  technical issues and various web condition of each individual student into consideration, we will have Zoom meetings every two weeks and Zoom Meetings will be held on the following dates/time: All date/time are in local Beijing time on mode of 24-hour.

  • Meeting 1: June 10 / 10:30~11:30 
  • Meeting 2: June 24 / 10:30~11:30
  • Meeting 3: July 8 / 10:30~11:30 
  • Meeting 5: July 22 / 10:30~11:30   

Please be noted, these Zoom meeting date/time may change upon request by students or by Prof.  with a early notice and  the length of meetings may vary based on the actual situation. There might be more or less Zoom meetings arranged during this term depending on students' feedback.

1. Join your zoom meeting 5-10 minutes before each class starts. Check Canvas for the Meeting ID and password ahead.

2. Use a Computer to log in to your zoom classroom. Cell phones are not recommended and working on an iPad or tablet may be complicated.

3. Always be on screen, do not hide yourself by turning off the camera unless your instructor asks you to do so.  Or you will lose participation grade for that class. 

Zoom Test Meeting Room 
Use this link to access the Zoom Test Meeting Room. This meeting room is available to test out the software before joining an actual session.

Reference the provided links to access Zoom student tutorials to learn about the tool, how to access your meeting room, and share your screen.

Course Calendar

Weekly schedule 

Schedule is subject to change.


Course Introduction

Chpt.1: Tourism to cities and towns

Chpt.2: Marketing theory and external environment  
Chpts 1 & 2Introduction Video
Grouping on Canvas
Discussion 1

Chpt.3&4: Strategic analysis

Chpts 3&4Discussion 2
3Chpt.5 Segmenting and targeting potential tourists
Chpt 5Discussion 3
Chpt.6: Tourists purchase behavior
Chpt 6Discussion 4
Test 1 (Chapter 1~6)on 1 July between 10:30~11:30am
5Chpt.7: Tourism research
Chpt.8: Packaging the tourism product
Chpt 7&8Discussion 5
6Chpt.9: Branding tourism destination
Chpt 9Discussion 6
7Chpt.10&11: Tourism promotion
Chpts 10&11

Discussion 7
Project paper and presentation submission. Deadline is 11:59pm Friday, 23 July
8Chpt. 12 Trade promotion, budgeting and collaboration
Final week
Chpt. 12
Test 2 (Chpt 7~12)on 29 July between 10:30~11:30 am
Feedback of project assignment and discussion of final grade