TOURISM MARKETING

Knowledge and understanding:

On course completion the students will be able to demonstrate a thorough understanding of current issues associated with destination marketing and develop a critical awareness of the tourism industry and the implications of its development.

Applying Knowledge and Understanding:

The students will be able to assess the effectiveness of tourism marketing strategies and examine the key concepts and the principles of marketing as are applied to the destinations and the tourism experience.

Making judgement:

The students will be able to improve their critical and analytical thinking in accordance with professional work contexts and demonstrate a balanced view of the roles and responsibilities of tourism management within changing international economic, social, legal, ethical and political contexts.

Communication skills:

The course encourages the use of a wide range of learning styles through different methods such as lectures, seminars discussions, tutorials, guided readings, case studies and practical exercises so that students can acquire different communication skills.

Learning skills:

The students will gain useful skills to understand about the nature and characteristics of the tourism industry and explore how it can be managed and planned, examining cases from around the world.

The main course contents are the following:

1. Strategic marketing and sustainable tourism;

2. Destination marketing and branding;

3. Understanding tourist markets;

4. Tourism marketing, communication and promotion;

5. Tourism marketing and information technology;

6.Tourism products and services (e.g. Sea, Sports outdoor, Food & Wine, Hospitality, Accommodation, Mobility);

7. The price in the tourism market;

8. Collaborative approaches to tourism marketing.

Philip Kotler, John T. Bowen, James C. Makens, Marketing del Turismo, Pearson, Milano, 2010, pp. XIII-447; Magda Antonioli, Cristina Mottironi, Turismo, Egea, Milano, 2016.