TOURISM MARKETING

The course aims to establish understanding of the principles of tourism marketing management, providing the students with a framework to understand business development and marketing planning. Mainly, it examines the relationships between the customer experience and tourism marketing organizations, research planning, budgeting, marketing strategies and communication. The contents of the course have therefore, the purpose to focus the attention of the students on the following topics:

• Destination management organizations
• Planning and product development;
• Positioning and branding;
• Resources, networks and partnerships.
• Approaches to tourism destination management at the international, national, regional, local and organizational scales;
• Factors influencing the tourism destination management process;
• Stakeholder analysis;
• Community engagement and consultation;
• Sustainable development.

Maria Antonella Ferri, Dai territori alle destinazioni turistiche. Domanda, offerta e competitività, Franco Angeli, Milano 2012.

Simona Franzoni, Destination governance, aziende turistiche e sviluppo sostenibile, Franco Angeli, Milano 2013.