TOURISM MARKETING

KNOWLEDGE AND UNDERSTANDING: The objective of this course is to provide knowledge of models, concepts and tools useful to students:

• to undertake strategic marketing and management decisions in the field of tourism;
• to see how tourism is organized;
• to understand people behaviour and its connection with tourism.

APPLYING KNOWLEDGE AND UNDERSTANDING: The students will have a sound understanding of concepts, principles and theories of the different types of tourism development and of the facility and services management; further, an in-depth knowledge about the implications of the web and social media for off and online collaboration, interactivity, information sharing and networking.

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 provides 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 planned, examining a lot of cases from around the world.

Teaching takes place through classroom lessons with presentation of projects, case studies and, above all, through active interaction with students, seminars and specific exercises.

During the course, the following topics will be covered:

Introduction to tourism;

Forms of tourism;

Motivation for travel and choosing tourism product;

Tourism demand and tourism supply;

The Tourism System;

The evolution and growth of Tourism;

Destinations and tourism products;

Tourism markets, market trends and segmentations;

Advertising, promotion, social media and non-traditional tourism marketing.

1) Paolo Desinano, Oderisi nello Fiorucci, La destinazione e i suoi prodotti. Dal turismo del dove ai turismi del perché, Franco Angeli, Milano 2018;

2) Alessandra Olietti, Patrizia Musso, Turismo digitale. In viaggio tra i click, Franco Angeli, Milano 2018.

During the course, powerpoint presentations, selected readings and case studies will be given by the teacher.