TOURISM MARKETING
- Academic year
- 2019/2020 Syllabus of previous years
- Official course title
- MARKETING DEL TURISMO
- Course code
- EM9020 (AF:279008 AR:159082)
- Modality
- On campus classes
- ECTS credits
- 6
- Degree level
- Master's Degree Programme (DM270)
- Educational sector code
- SECS-P/08
- Period
- 1st Term
- Course year
- 2
- Moodle
- Go to Moodle page
Contribution of the course to the overall degree programme goals
Expected learning outcomes
They will develop their own ability to apply the concepts and theoretical models proposed during the course (also through group work) and to reason critically, highlighting potential and limits of their applicability.
Group work and discussion in the classroom will help develop research skills and independent study of materials (texts and academic articles, data and information available on the web, etc.) and also communication skills.
Pre-requirements
Contents
2. Tourism products and offering systems: relationships and interactions between actors
3. Tourism and Digital Marketing
4. Experiential marketing
5. Culture, events and destinations
The course includes a week dedicated to "Tourism and Web" module with the cooperation of the Digital Marketing Office of Vela spa, AVM group. Three lectures will be held in co-teaching with dr. Luca Stevanato, who in addition to bringing his own experience and illustrating some applications of digital marketing tools, will also provide support for group work.
Referral texts
Rispoli M., Tamma M., Risposte strategiche alla complessità. Le forme di offerta dei prodotti alberghieri, Giappichelli, Torino, 1995. [Capitolo 1 (pp. 15-44 )] .
Thakran, K., Verma, R., The Emergence of Hybrid Online Distribution Channels in Travel, Tourism and Hospitality, in Cornell Hospitality Quarterly 54(3) (240-247) - http://scholarship.sha.cornell.edu/cgi/viewcontent.cgi?article=1045&context=articles
Serra Cantallops, A., Ramón Cardona, J., Galbis Matarredona, M., The impact of Serch Engines on the Hotel Distribution Value Chain, in REDMARKA UIMA-Universidad de A Coruña - CIECID Año VI, Número 6, (2013), v2 (pp. 19-54) - http://redmarka.net/ra/usr/39/1440/redmarka_n10_v2pp19_54.pdf
Marine-Roig, E., Clavé, S.A., Tourism analytics with massive user-generated content: A case study of Barcelona, Journal of Destination Marketing & Management 4 (2015) 162–172.
Salas-Olmedo M.H., Moya-Gomez, B., García-Palomares, J.C:, Gutierrez, J., Tourists' digital footprint in cities: Comparing Big Data sources, Tourism Management, 66, (13-25).
Addis M., Ad uso e consumo. Il marketing esperienziale per il manager, Pearson Paravia Bruno Mondadori S.p.A, 2007. [capitolo: 1 (pp. 3-32), 2 (pp. 45-75)] .
Carù A., Cova B., “Consuming Experiences. An Introduction”, in Carù A., Cova B. (a cura di) Consuming Experience, Routledge, New York, 2007 [pp. 3-15].
Stamboulis, Y., Skayannis, P., Innovation strategies and technology for experience-based tourism, in Tourism Management 24 (2003) 35–43.
Richards G, Wilson J., Developing creativity in tourist experiences: A solution to the serial reproduction of culture?, in Tourism Management, 2006, n.26, (pp. 1209-1223).
Franch M. (a cura di) Marketing delle destinazioni turistiche, McGraw-Hill, Milano, 2010. [Capitolo 6 (pp. 219-276)]
Other informations and additional readings will be made available during lessons. See the course page in the website: moodle -> "Marketing del Turismo (EM9020)"
Suggested Readings:
Casarin F., Il Marketing dei prodotti turistici,. Specificita e varieta, Giappichelli Editore, Torino, 2007 [capitoli 3,4,5].
Oskam, J., Zandberg, T. Who will sell your rooms? Hotel distribution scenarios, Journal of Vacation Marketing, 2016, Vol. 22(3) 265–278.
Buhalis D, Soo H.J., E-Tourism, Contemporary Tourism Reviews Series Editor: Chris Cooper.
Published by Goodfellow Publishers Limited, Woodeaton, Oxford, OX3 9TJ.
http://www.goodfellowpublishers.com/free_files/fileEtourism.pdf
Assessment methods
Teaching methods
A group work is planned in which the students will be encouraged to use the concepts learned.
Teaching language
Further information
Type of exam
2030 Agenda for Sustainable Development Goals
This subject deals with topics related to the macro-area "Cities, infrastructure and social capital" and contributes to the achievement of one or more goals of U. N. Agenda for Sustainable Development