30384 - TOURISM, LOCAL IDENTITY AND DESTINATION MANAGEMENT
Course taught in English
Go to class group/s: 31
Class-group lessons delivered on campus
The workshop introduces students to the global trends and key economic, socio-cultural and environmental forces characterizing tourism nowadays. It provides an overview of the tourism sector and introduces the competences and tools necessary to manage an increasingly complex and globalized industry where, however, the ability to ground strategies in the unique local identities of tourism places is essential. Territorial aspects and issues related to innovation, destination competitiveness and sustainability represent a relevant perspective for understanding tourism. In addition the course discusses the effects of COVID19 on the tourism industry and how the pandemic has led meaningful changes in the current business models of both firms and destinations. Through a mix of theory, case studies, and guest speakers the mission of the workshop is to allow students to directly face the key challenges and opportunities of a very dynamic sector.
Lectures covers three areas of study:
- The tourism system: principles and definitions.
- The tourism market.
- Tourism demand segments.
- The key industries of the tourism sector.
Demand and supply megatrends and challenges:
- Tourism highlights and tourism after COVID
- Global tourism megatrends and glocal tourism strategies
- The e-travel disruption.
- From standardization to personalization of tourism experiences.
Destination development and management:
- The key role of destinations in tourism.
- Attractiveness and competitiveness of tourism destinations.
- Destination Management and DMOs.
- Tourism impacts and sustainable tourism development.
- Gain an understanding of the most relevant megatrends and global challenges in tourism.
- Identify innovation trends in the tourism industry.
- Understand the impact of the ICTs on the tourism industry and on tourism destinations.
- Tackle key issues in management and marketing processes of tourism destinations.
- Appreciate and understand sustainability and green management practices in tourism.
- Identify the proper theoretical frameworks and tools necessary to manage an increasingly complex and globalized industry, such as the tourism one.
- Apply them to real cases and confront international best practices.
- Ground compettiive and sustainable strategies in the unique local identities of tourism places.
- Develop hands-on abilities on a real tourism project for a company or a destination.
- Face-to-face lectures
- Guest speaker's talks (in class or in distance)
- Company visits
- Case studies /Incidents (traditional, online)
- Individual assignments
- Group assignments
- The corse mixes lectures and interventions of guest speakers, both from the private and the public sector, who will deliver a direct experience on how they face innovation and new trends in tourism. With the same porpouse, company visits are organized through the course.
- Cases will be discussed to identify theoretical concepts and tools from real-life situations.
- A student challenge will involve groups of students in acting as consultants by crafting and presenting an innovation strategy from idea generation to implementation for a leading tourism company
- On the other hand, the individual assignment is meant to gain a critical understanding of current tourism issues.
|Continuous assessment||Partial exams||General exam|
- Group student challenge (60% of the total grade): it is a field project on a specific task given by a leading tourism company that allows students to think creatively and develop a proposal for a unique solution that can help the company to address important strategic issues. Intermediate in class reviews of the project (tutorships) are scheduled. The assessment of the field project is based both on the effectiveness of the presentation and the quality of the final report.
- Individual essay (40% of the total grade): the individual essay is meant to introduce students to the relevant tourism literature (both academic and trade) and allow them to explore proper conceptual and empirical issues associated with current tourism issues.
Both the evaluations must be sufficient (grade >=18).
Detailed guidelines for both the field projet and the individual assignment are provided in class.
Written exam (100% of the total grade):
- Type: open questions/short essay answers.
- Questions on the materials for non attending students.
The reading list is provided in the syllabus at the beginning of the course. It includes readings from academic journals, reports, and slides/other class materials.
In accordance with intellectual property rights rules, different materials are available in different ways
- On the Bocconi Bboard platform of the course
- On the ad hoc web course reserve, provided by the Library
- J. FLETCHER, A. FAYAL, D. GILBERT, S. WANHILL, Tourism: Principles and Practice, Pearson, 2017, 6 ed.