Author(s)

Ruiyun Bai

Department of Tourism Management, Jinzhong University, Jinzhong, China.

Against the global higher education trend of “whole-person development,” this study investigates the integration of Ideological and Political Education (IPE) into “Tourism E-Commerce” curricula at applied undergraduate universities, grounded in core literacy theory. Drawing on validated international frameworks (e.g., OECD key competencies) and China’s policy directives, we propose a “Four-Step Integrated Model” to systematically embed ethical, innovative, and socially responsible competencies into tourism e-commerce education. Using a mixed-methods design (curriculum analysis, case studies, surveys with 120 students, and 15 semi-structured interviews with faculty), we demonstrate how this model aligns disciplinary knowledge with socialist core values, enhances critical thinking, and prepares students for dual contributions to industry innovation and national development. Quantitative results show significant improvements in ethical awareness (Δ = 0.9, p < 0.001) and professional identity (Δ = 0.8, p < 0.001); qualitative insights reveal that contextualized IPE enhances engagement but faces challenges in industry collaboration and faculty training. Findings provide actionable strategies for fostering “ethically competent, innovative, and socially responsible” tourism professionals.

Core Literacy, Ideological and Political Education (IPE), Tourism E-Commerce, Applied Undergraduate Education, Whole-Person Development

Bai, R.Y. (2025) Integrating Ideological and Political Education into “Tourism E-Commerce” Courses in Applied Undergraduate Universities: A Core Literacy Perspective. Open Journal of Social Sciences, 13, 643-650. doi: 10.4236/jss.2025.138040.