STRATEGY AND MARKETING FOR TOURISM SERVICES - 1

The course introduces students to strategic decision-making in tourism services, with a particular focus on the activities and processes that connect hospitality operators and other sectors within tourist destinations, communities, and service providers. The module's objective is to encourage students to think in terms of activity systems and to understand the strategic interdependencies among actors.

At the end of the module, students will be able to:

Identify the key actors in tourism services and their role in enhancing destinations;

Apply strategic analysis concepts and tools to destination development;

Design and define possible business models for tourism service providers;

Understand the key drivers needed to engage communities, economic actors, and institutions around the objectives of tourism service providers.

No prerequisites to attend the class. Curiosity on the formulation of strategies is an important factor.

Introduction to the tourism service industry
Service industry players' strategies
Business models and potential innovations
Destination Management and valorization strategies
The activity system model

The professor will provide with a selected set of readings (scientific papers, reports and other materials) that will be distributed on moodle

Oral exam and group work. Specifically, students will participate in a group project throughout the entire course (12 ECTS), which will account for 50% of the final grade. The remaining 50% will be assigned based on the oral exam, consisting of five questions on the topics covered in class.

oral

Regarding the grading scale (criteria for assigning grades):
A. Scores in the 18-22 range will be assigned in the presence of:
Sufficient knowledge and understanding of the course program;
Limited ability to apply knowledge and formulate independent judgments;
Sufficient ability to communicate using the appropriate technical language of the subject.

B. Scores in the 23-26 range will be assigned in the presence of:
Fair knowledge and understanding of the course program;
Fair ability to apply knowledge and formulate independent judgments;
Fair ability to communicate using the appropriate technical language of the subject.

C. Scores in the 27-30 range will be assigned in the presence of:
Good to excellent knowledge and understanding of the course program;
Good to excellent ability to apply knowledge and formulate independent judgments;
Good to excellent ability to communicate using the appropriate technical language of the subject.
D. Honors will be awarded in the presence of outstanding knowledge and applied understanding of the program, excellent judgment skills, and exceptional communication abilities.

Lectures, case studies, team projects and discussions on readings