Insegnamento a.a. 2018-2019

Lectures covers 4 areas of study:

Tourism basics:

• The tourism system: principles and definitions.
• The tourism market.
• Tourism demand segments.
• The key industries of the tourism sector.

Demand and supply megatrends and challenges:

• Global tourism highlights.
• Global Tourism megatrends.
• Foodies and wine lovers: the case of a glocal tourism segment.
• The impact of ICTs on tourism distribution.
• From standardization to personalization in the hospitality sector.

Destination management:

• The key role of destinations in tourism.
• Attractiveness and competitiveness of tourism destinations.
• Destination Management Organizations.
• Destination branding.

Sustainable tourism development:

• Tourism impacts.
• A sustainable approach to tourism development.

At the end of the course student will gain an overview of the tourism sector:

• Megatrends and global challenges in tourism.
• New and niche tourism segments.
• Innovation trends in the tourism industry.
• The impact of the ICTs on the tourism industry and on tourism destinations.
• Management and marketing of tourism destinations.
• Sustainability and green management in tourism.

At the end of the course student will acquire:

• The basic competences and tools necessary to manage an increasingly complex and globalized industry, such as the tourism one, and will be able to apply them to real cases.
• The ability to ground strategies in the unique local identities of tourism places.
• The competencies to develop a real tourism project for a company or a destination.

• Face-to-face lectures
• Guest speaker's talks (in class or in distance)
• Company visits
• Case studies /Incidents (traditional, online)
• Group assignments

• In addition to one-on-one lectures, the course includes distinguished guest speakers by tourism actors, both from private and public bodies, aimed at better understanding the various tourism segments and the characteristics of the main sectorial components.
• Moreover during the workshop are organized a couple of company visit, usually one within the accommodation sector and a second one at Milan international tourism fair (in order to check some peculiarity of the tourism segments and, at the same time, to be able to compare various attitudes of the tourism demand also along the tourism supply chain)
• Through the several case studies analyzed and discussed in an active way in class, traditional as well as online practices are pointed out to get deeper into practical experiences. Students are welcome and encouraged to give their proactive contribution.
• An important role is played by the group assignement (field project) which allows the students to put in practice the the tools and the methodological skills previously tought.

Written exam (50% of the total grade):

• Type: open questions/short essay answers.
• Questions on the topics covered in class and related materials.

Group field project (50% of the total grade):

• The field project is a group work on a specific task that allows students to apply what learnt in class to a real case: details on the case, guidelines and groups are provided in class. Intermediate in class reviews of the project (tutorships) is scheduled. The assessment of the field project is based both on the effectiveness of the presentation (in front of the class, the instructors and a discussant from the tourism industry) and the quality of the final report. (The evaluation takes into consideration also the results of the peer evaluation).

Both evaluations (of the written exam and the field project) must be sufficient (grade >=18). The exam can be taken as ‘attending student’ just in the May and June exam sessions. Students must select the ‘attending option’ when they enroll. 

Written exam (100% of the total grade):

• Type: open questions/short essay answers.
• Questions on the materials for non attending students.

Class presentations and slides available on Bboard, plus collection of readings on course reserve:

• BUHALIS, , INVERSINI, A. (2014), Chapter 1 - Tourism branding, Identity, Reputation Co-creation, and World-of-Mouth in the Age of Social Media. In Mariani M.M., Baggio R., Buhalis D., Longhi C. (Eds.), Tourism Management, Marketing, and Development – Volume I: The importance of Networks and ICTs, (pp. 15-40), Palgrave Macmillan, New York, US
• KOTLER, P., BOWEN, J.T., MAKENS, J.C., BALOGLU, S. (2017), Marketing for Hospitality and Tourism – 7 ed, Pearson, Harlow, UK [Chapter 12 ( 347 – 358)]
• MILL, C., MORRISON, A.M. (2012), The Tourism System – 7 ed., Kendall Hunt, US [Tourism: An overview of the tourism system (pp. 1-8); Chapter 14 (pp. 351-370); Glossary (pp. 419 – 424)]
• MOTTIRONI, , ANTONIOLI CORIGLIANO, M. (2012), Tourism Destination Competitiveness: The Role of Cooperation. Rivista Italiana di Economia Demografia e Statistica, LXVI (2), 157-166
• PIKE, PAGE, S.J. (2014), Destination Marketing Organizations and destination marketing: A narrative analysis of the literature. Tourism Management, 41, 202-227
• RYAN, C. (2018) Chapter 46 – An Overview of Trends and Challenges in the Hospitality Industry. In Gursoy D. (Ed.), The Routledge Handbook of Hospitality Marketing, (pp. 565 – 577), Routledge, Oxon, UK
• SKIFT MAGAZINE (2019), Megatrends Defining Travel in 2019 https://skift.com/2019/01/16/the-megatrends-defining-travel-in-2019/
• UNWTO and UNEP (2012), Tourism in the Green Economy, Background (pp.1-64).
• UNWTO (2018), Tourism Highlights http://mkt.unwto.org/publication/unwto-tourism-highlights

• R.C. MILL, A.M. MORRISON, The Tourism System, Kendall Hunt, 2012, 7 ed, (Selected Chapters: Introduction, pp.1 - 8; Chapters: 1, 2, 3, 4, 5, 6, 9, 10, 14, 15).