Courses

◆Bachelor level

Consumer Behavior
offers conceptual ideas of consumer behavior as well as how those ideas to be implemented in marketing. Factors, such as consumers’ psychological issues, culture, motivation, will be introduced in order to understand consumers’ decision making processes.

Food and Beverage Management
includes the topics on history of food service industry, management issues, strategic planning, menu design, floor operations, cost control, facility planning, food service quality management, public relation and sales marketing, and cost-benefit analysis. The trend of Food and Beverage in USA, Japan, and Taiwan will be also discussed.

Hospitality Planning and Investment
Offers the beginners with hospitality planning and investment related theories and concepts. The topics of this course include supply and demand analysis, design and construction issue, environmental impact study, marketing analysis techniques, investment analysis tools, financial feasibility, and capital budget and the business plan.

Tourism Service Quality Management
introduces students’ understanding of Tourism services quality principles applicable across entire service sector. Topics include guest expectations and perception, service products, service settings, service culture, guest participation, service problems, and measuring service quality. Examples and exercises will focus primarily on tourism industries.

Hotel Management
provides students with a comprehensive, fundamental understanding of how hotels are managed. This class focuses on the managerial aspects of the rooms division, and students will be exposed to operational line-level positions in the rooms division including： housekeeping, reservations, front desk, PBX, and bellstand.

Principles of Recreation
Introduces course for the first-year students in the recreation study. The objectives are to provide students with overall understanding toward the field, including its developmental processes, industrial characteristics and interdisciplinary nature.

Principles of Tourism
provides students with an overview of the tourism industry and the factors that influence its structure and development, with specific references and applications to Taiwan. It’s designed to inspire students’ interests in the field of tourism, and thus to incubate more tourism specialists.

Tourism Resources Management
provides students with a comprehensive, fundamental understanding of how tourism resources are defined, evaluated, planned, and managed. The impacts of tourism development on natural environment, social, cultural, and economics will also be discussed in the class.

Travel Industry Planning and Investment
presents how business use real property resources to invest travel industry. The course provides analysis for determination of real property requirements, development, financing, investments, legal environment, and valuation of business real estate.

Travel Product Strategy and Design
provides students with an overview of the characteristics, components, attentive items, life cycle and strategy, and trend of travel product. Through the case studies of inbound tour itinerary, outbound itinerary, and domestic travel itinerary, students will learn how to design better travel products to meet the demands of tourists.

E-Commerce in Travel Industry
The main objectives of this course are :
1. To provide the students with the concept and scope of what the e-commerce in travel industry is.
2. To promote the students’ skills of travel transaction by internet approach.
3. To explore the activities of operating, organizing and planning the com.’s business model.

◆Master level

Advanced Food and Beverage Management
presents for students who intend to pursue food and beverage management as a career. Lectures develop skills and awareness of dram shop liability; beverage pricing; food and wine pairings; wine list development; wine regions; cost controls and loss prevention; and creative beverage merchandising.

Advanced Hotel Management
deals with students with advanced issues of hotel management. This class will focus on the managerial aspects of the rooms division, and students will be exposed to operational line-level positions in the rooms division including： housekeeping, reservations, front desk, PBX, and bellstand.

Issues of Tourism and Leisure Research
concerns the current issues of tourism and leisure research. An intensive study on the tourism or leisure research papers selected by the instructor is required. Class discussion and case analysis are emphasized.

Management of Travel and Transportation
is an overview of the concept of Travel industry.Developing the Tourism Industry is becoming an important policy in the R.O.C., and then travel agency play an indispensable part at this stage. This course is an overview of the concept of Travel Industry. Through this course, students can achieve professional knowledge and skill of Travel management.

Marketing Management Research
provides an overview of marketing challenges faced by professionals working in public, commercial and private leisure delivery systems including： pure, social, and societal marketing, equity, and pricing. The course material will focus on consumer behavior issues, including involvement, loyalty and commitment, and travel role preferences.

Psychology and Behavior in Tourism
covers with an overview to theory and research findings dealing with the sociology and psychology of tourist behavior. Fieldwork and lectures demonstrate applications, particularly in tourism.

Research on Tourism and Recreational Resource Management
provides students with a comprehensive, fundamental understanding of how tourism resources are managed. This course will focus on the various impacts from tourism developments, including natural environmental, social, cultural, and economic impacts; the impact factors and management strategies will be also discussed in the class.

Study of Service Quality Management
emphasizes the study of service quality in the tourism industries. Students are expected to engage in a wide range of discussions and analyses related to topics of service quality. Topics covered include customer satisfaction and loyalty, service failure and recovery, service quality standards and measurements, and customer relationship.

Study of Marketing Communication in Tourism Industry
concerns on developing integrated advertising, sales promotion, public relations and internet communication strategies applied in the travel industry. The course also analyzes management of integrated marketing communications campaigns and media strategies, and production of communication materials.

Tourism Planning
covers tourism planning and its place in community and regional resource development. The course emphasizes the positive and negative economic, social and environmental impacts of tourism.