20487 - TOURISM CULTURE AND TERRITORIAL MARKETING
ACME
Course taught in English
Go to class group/s: 31
Tourism is globally recognized as a key economic sector with a potential for further growth, it has positive synergies with the new economy, mainly with cultural and entertainment industries, and it is an image building sector. As a multi-faceted phenomenon, facing increasing competitive pressure, it requires adequate knowledge and skills.
Tourism, as an hedonic product, implies also a specific use of the marketing mix. In this perspective, territorial marketing requires integration of traditional instruments with interactive web tools for communication and transaction services, specifically designed to promote a territory.
Students thus acquire methodological skills and learn how to use practical tools with the aim to define proper strategies to identify and promote the value of local identities through tourism.
- The tourism scenario (how to compete in tourism).
- Dynamics and trends of the tourism market.
- Frontier issues and tourism competitiveness.
- The tourism industry and the tourism supply chain (how to create value on local identities).
- The hospitality industry (hotellerie and hotel chains, B&B, rural houses, luxury and budget accommodations).
- Tourism intermediaries (tour operators, travel agencies, Global Distribution Systems).
- Focus on specific tourism segments (culture and creative industries, fine food and wine sector, lifestyle).
- Destination management, governance and marketing (how to manage and market territories).
- Destination planning and management.
- Territorial marketing as a tool to manage territory and develop its own value through the promotion of goods, services, work and activities of people and organizations.
- Definition, position, target and improve local identities.
- Use of integrated maketing communication tools to promote the territory.
- Information and knowledge management in tourism and e-marketing (e-commerce, travel 2.0, social media and web reputation).
- Written exam on the course materials for attending students (40%).
- Group field project (60%).
- Written exam evaluation on the course materials for non attending students.
- Collection of readings available on course reserve.
- Class presentations and materials available on e-learning.
- Collection of readings available on course reserve.
- Class presentations and materials available on e-learning.
- N. Vanhove, The Economics of Tourism Destinations, Elsevier, 2011, 2nd Edition.
- Kotler, Marketing Places, Simon and Schuster, 2002.
This workshop is primarily addressed to ACME students. Other students interested in attending the course as an elective should have a strong interest in tourism and destination management and marketing.