Learning objectives
Upon completion of the course, the student is able to
• understand the development of the outbound tourism market in Asia and the expectations and needs of outbound tourists in Asia
• find and use sources of motives for outbound travel in Asia and pull factors of the destination
• analyze their current products and services with regard to their suitability for Asian visitors
• develop an action plan for understanding different marketing methods to reach Asian consumers and travel trade
• use cross-cultural knowledge in marketing and customer service related to Asia

Contents
• Asian travelers abroad (focus in Chinese, Indian, Japanese, and Middle East visitors)
• Asian culture backpack in tourism
• Asian tourists’ motivation and behavior, cross-cultural studies
• Chinese, Japanese, Arabic languages, cross-cultural studies
• Asian service and ambience, customer service and service design
• Product development and marketing plans for Asian markets

The learning goals of this course can be reached in the following ways:

a. Lectures, related assignments and exam

Assessing one’s own learning is a compulsory part of the course.

No previous studies needed and no binding connections to other courses.

Grade 1
The student can pass the final exam, but s/he cannot understand the expectations and needs of Asian outbound tourists. S/he is not able to analyze any products and services with regards to their suitability for Asian tourist, and is not able to develop any action plan for improvement. The student has common knowledge of marketing methods reaching consumers and travel trade but not specifically in Asia.

Grade 3
The student can pass the exam having certain understanding of the development of Asian’s outbound tourism and the expectations and needs of Asian outbound tourists. S/he is not able to analyze any exist products and services with regard to their suitability for Asian tourist and s/he is not able to develop an action plan for improvement. The student has some knowledge of different marketing methods reaching Asian consumers and travel trade.

Grade 5
The student has deep understanding of the development of Asia’s outbound tourism and the expectations and needs of Asian outbound tourists. S/he is able to analyze target market’s current products and services with regard to their suitability for Asian tourist and to develop an action plan for improvement. The student has profound understanding of different marketing methods to reach Asian consumers and travel trade.