TOURISM MARKETING

knowledge and understanding: By the end of this course, students will be able to understand the factors (political, economic, socio-cultural, ecological and geographical) that affect the marketing of tourism products, so they can evaluate how economic and non-economic factors have a large influence on travel industry.

APPLYING KNOWLEDGE AND UNDERSTANDING: The students will be able to use key concepts/models in tourism marketing, understand tourists travel behaviours and demonstrate knowledge of tourism marketing practices, of tourists cultural expectations and cross-cultural communications skills useful in the provision of tourism products and experiences.

making judgement: The students will be able to critically evaluate the characteristics of tourism products, their interdependence and their relationship with the tourism and hospitality industry and demonstrate a balanced view of the roles and responsibilities of tourism management within changing economic, social, legal, ethical and political contexts.

communication skills: The course encourages 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 and new contents.

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

The course presents an overview concerning the development of tourism, focusing on economic, social and cultural aspects. It aims to examine the structure, organisation and dynamics of the tourism industry, the relationship between the public and private sectors and their involvement in tourism. The module explores the different typologies of tourists and the motivations in choosing their destinations. The main contents are the following: the structure and organisation of the tourism industry and how they are changing and why. Destination branding, promotion and image. The needs of customers. The development of new tourism products and services. Sales channels. Strategic management in the tourism industry. The role of cultural tourism in today’s global market both from theoretical and practical point of view.

Armando Peres, Martha Friel, Futurismi. Nuova mappa per i viaggiatori di domani, Hoepli, Milano 2016; Alessandro Bollo, Il marketing della cultura, Carocci Editore, Roma 2017; Philip Kotler, Hermawan Kartajaya, Iwan Setiawan, Marketing 4.0, Hoepli, Milano 2017.