Course 2017-2018 a.y.

20487 - TOURISM CULTURE AND TERRITORIAL MARKETING


ACME

Department of Social and Political Sciences

Course taught in English

Go to class group/s: 31
ACME (10 credits - II sem. - OBS  |  5 credits SECS-P/07  |  5 credits SECS-P/08)
Course Director:
MAGDA ANTONIOLI

Classes: 31 (II sem.)
Instructors:
Class 31: MAGDA ANTONIOLI



Course Objectives

Tourism is globally recognized as a key economic sector with a potential for further growth, it has positive synergies with the new economy, mainly with cultural and entertainment industries, and it is an image building sector. As a multi-faceted phenomenon, facing increasing competitive pressure, it requires adequate knowledge and skills.
Tourism, as an hedonic product, implies also a specific use of the marketing mix. In this perspective, territorial marketing requires integration of traditional instruments with interactive web tools for communication and transaction services, specifically designed to promote a territory.
Students thus acquire methodological skills and learn how to use practical tools with the aim to define proper strategies to identify and promote the value of local identities through tourism.


Course Content Summary

The course touches upon the following strategic issues.
  • The tourism scenario (how to compete in tourism).
    • Dynamics and trends of the tourism market. 
    • Frontier issues and tourism competitiveness.
  • The tourism industry and the tourism supply chain (how to create value on local identities).
    • The hospitality industry (hotellerie and hotel chains, B&B, rural houses, luxury and budget accommodations). 
    • Tourism intermediaries (tour operators, travel agencies, Global Distribution Systems).
    • Focus on specific tourism segments (culture and creative industries, fine food and wine sector, lifestyle). 
  • Destination management, governance and marketing  (how to manage and market territories).
    • Destination planning and management. 
    • Territorial marketing as a tool to manage territory and develop its own value through the promotion of goods, services, work and activities of people and organizations.
    • Definition, position, target and improve local identities. 
    • Use of integrated maketing communication tools to promote the territory.
    • Information and knowledge management in tourism and e-marketing (e-commerce, travel 2.0, social media and web reputation).

Detailed Description of Assessment Methods

For attending students
  • Written exam on the course materials for attending students (40%).
  • Group field project (60%). 
For non attending students
  • Written exam evaluation on the course materials for non attending students.

Textbooks

For attending students
  • Collection of readings available on course reserve.
  • Class presentations and materials available on e-learning.
For non attending students
  • Collection of readings available on course reserve.
  • Class presentations and materials available on e-learning.
  • N. Vanhove, The Economics of Tourism Destinations, Elsevier, 2011, 2nd Edition.
  • Kotler, Marketing Places, Simon and Schuster, 2002.
Exam textbooks & Online Articles (check availability at the Library)

Prerequisites

This workshop is primarily addressed to ACME students. Other students interested in attending the course as an elective should have a strong interest in tourism and destination management and marketing.

Last change 18/04/2017 11:12