The Research On The College And Enterprise Joint Cultivation Mode For Tourism Undergraduate Talents

Along with our country tourism's swift and violent development, the quantity of tourism higher institutions assumes increasing suddenly, this extension developmental way has caused that the tourism higher education has educated massive specialized talents since 1980s for the tourism profession. However, in tourism's development present situation, there is still obvious flaw "the tourism profession job holders'quality is low" .Visibly; the supply and demand dislocation phenomenon existed between the tourism higher education and the tourism profession obviously. Therefore, many domestic scholars theoretically have expressed respective opinion in view of this question, raise that college and enterprise joint is the best way to solve this supply and demand contradictory; other higher institutions also start to attach importance to the tourism profession talents'demand, follow closely with the tourism development to open the emerging specialty and the curriculum, and gradually go onto the college and enterprise joint path. But because the college and enterprise joint breadth, depth and the way have difference, causes the tourism undergraduate talents'supply and demand relations certainly have not improved. The tourism undergraduate courses'employment rate is low, the competitive ability is weak, and the drain is serious and so on social questions which become a difficult problem to the tourism higher institutions and the tourism enterprises, tourism undergraduates, and even guardians. This realistic background and the social marketing theory have the suitable isomorphism.The social marketing theory which was proposed since1960s, always take the marketing principle and the method as the means, take the goal community's voluntary motion as the criterion, take changing the goal communities'behavior as the master line, take enhancing the individual, collective and society all benefit applies as the goal to the social public department, and has solved many social problems. This article plans to aim for the unclear goal, the unreasonable curriculum, the irregular practice training, the teachers'incomplete strength, the online education direction and so on questions in the present tourism undergraduate talents cultivation mode, constructs the consummative, circulate development tourism undergraduate talents institution and enterprise associate mode with the aid of the social marketing theory, to realize tourism enterprise and tourism higher institutions dock smoothly.According to the social marketing theory, the construction of mode needs to experience these stages: to analyze society marketing environment, to investigate and study the goal community, to develop society marketing products, to implement and appraise society marketing activities. Through these stages of marketing activity, analyzing the college and enterprise joint cultivation mode's advantageous and disadvantageous environment; investigating and obtaining the servant demand of the tourism profession enterprise; educating the tourism undergraduate talents who have the market aptness according to market demand and the participation of tourism enterprise, including to institute the definite cultivation goal, to install the reasonable curriculum structure, to arrange the advantageous practice content and time, to utilize the teachers'strength, to circulate the education direction; and consummating the content and the pattern of talent cultivation mode through the fostered talents'degree of satisfaction appraisal in the market, make the talents cultivation mode of college and enterprise joint unceasingly circulate and develop in the practice examination. To practice the consummation of the tourism undergraduate talents cultivation mode of college and enterprise joint will be able to impel the sustainable development of tourism by more high qualities specialized talents.