Course 2024-2025 a.y.

Tourism Basics

• Understanding the tourism market and tourism as a system.
• Overview of tourism demand segments.
• Exploration of industries and key players in the tourism sector.

Demand and Supply Trends and Challenges

• Analysis of global trends and innovation in tourism.
• Impact of digital disruption on tourism and travel.
• Transition from standardization to personalization of visitor experiences.

Destination Development and Management

• The pivotal role of destinations in the tourism ecosystem.
• Factors driving the attractiveness and competitiveness of places.
• Promoting sustainable, responsible, and transformative tourism practices.

Insights form the industry

• The perspecitve of tourism professionals and managers.
• Learning from case studies and best practices.

• Understand major megatrends and global challenges in tourism.
• Recognize innovation trends and their impact on the tourism industry.
• Address key issues in the management and marketing of tourism destinations.
• Comprehend sustainability principles and green management practices in tourism.

• Apply theoretical frameworks and tools to navigate the complexities of the global tourism industry.
• Analyze real-world cases and benchmark international best practices.
• Develop competitive and sustainable strategies grounded in the unique identities of tourism destinations.
• Gain practical experience by confronting with professionals and working on a real tourism project.

• Lectures
• Guest speaker's talks (in class or in distance)
• Company visits
• Individual works / Assignments
• Collaborative Works / 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 field project 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/destination.
• On the other hand, the individual assignment is meant to gain a critical understanding of current tourism issues.

• Group field project (50% of the total grade): it is a field project on a specific task given by a leading tourism company/destination that allows students to think creatively and develop a proposal for a unique solution that can help to address important strategic issues. Intermediate in class reviews of the project (tutorships) are scheduled. The assessment of the field project is based on the effectiveness of the presentation, the quality of the final report, and the peer evaluation.
• 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.
• Active class partecipation (10% of the total grade): contributions in discussions, attendance, and puncuality.

All 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) on the materials for non attending students:

• Open questions/short essay answers. Open questions assess the ability to elaborate, analyze, and apply knowledge in a broader context.

The written exam offers a well-rounded evaluation of students’ knowledge, analytical abilities, and communication skills.

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 course reserve, provided by the Library

Fletcher, J.; Fyall, A.; Gilbert, D.; Wanhill, S., Tourism: Principles and Practice, Harlow, England: Pearson, 2018, 6 ed.  ISBN 9781292172354