The cultural and creative industries have been seen to become increasingly important to economic especially in hospitality of Taiwan. In the fast changing market, is challenged by a number of important issues. It must take advantage of its own strengths to re-organize the industrial chain, create demands and formulate marketing strategy through multi-disciplinary cooperation. The module of hospitality for cultural and creative industry focuses on how the hospitality sector itself is understood and functions in practice. However, the aim of this module are 1) to examine the application of marketing theory to cultural hospitality industries 2) to introduce and explore the significance of hospitality marketing, 3) to analyze the role of marketing in the public, private and non-profit sectors of cultural industries 4) to provide an understanding of the tools and techniques required to design a marketing plan in the cultural hospitality sector, 5) to develop an understanding of the cultural industries audiences. This module will help student to develop a better understanding of the cultural industry, both conceptually and empirically and in organizational, spatial and historical terms. Students will obtain the knowledge of key concepts and theoretical models of culture and creative in hospitality after completion this course.

文化創意產業為開發國家中重要的產業政策，文化魅力結合產業創意所形成的文化創意產業市場，產業鏈與文化輸出成為各國重要發展政策(例如韓風與Cool Britian)透過相關文創政策推動帶動整體經濟發展並打造城市地方獨有的觀光特色。本課程目標除介紹文化創意產業的歷史沿革，文化創意產業發產現況，更著重在透過文化創意融入商品設計，探討文化創意融入品牌個性，設計消費者體驗歷程，打造餐旅產業的品牌競爭力。課程設計透過企業參訪與個案研究討論，了解文化創意品牌經營與行銷專案管理。

課程參考書目如下
1.「文化與文創」，漢寶德，│聯經
2.「文化創意產業」，廖世偉，巨流文化
3.「文化創意產業經營與行銷管理:整合觀點與創新思維」，陳德富，楊智
4. 「文化創意產業的思考技術~我的120到出版經營練習題」，蘇拾平，如果