Insegnamento a.a. 2019-2020

The main contents of the workshop are:

• The global relevance of cities in the contemporary world.
• The creative city: regeneration and renovation projects through culture and tourism.
• Segments of urban tourism: cultural and creative tourism, experiential and lifestyle tourism, MICE tourism.
• The impacts of the ‘consumer city’.
• Key principles and issues in tourism urban governance and management.
• Visitor marketing and management.

• Know and interpret the dynamics at the basis of cities' growth.
• Understand and evaluate relevant strategic approaches to leverage the tourism potential of cultural assets and creative industries in urban regions.
• Evaluate the impacts of tourism on cities and their management.
• Understand the characteristics and trends of urban tourism demand
   

• Adopt proper methods and strategies to assess and promote the tourism value of urban sites and cultural resources.
• Identify and address relevant tourism segments for specific urban districts.
• Apply appropriate tools of destination management and governance.
• Deal with first-hand critical issues in the tourism promotion and management of relevant cultural assets and events in an urban area.
• Develop feasible cultural tourism projects for a city.

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

The course is based on a mix of face-to-face lectures, guest speakers’ speeches, company visits, and group assignments. The mix enables students to apply concepts to real-life situations. Students gain the most from class participation.

• Guest Speakers' talks provide students the opportunity to get in touch with leaders of the sector and confront on specific policy and managerial challenges faced by tourism professionals and decision makers.
• Visits to companies, associations, and institutions involved in urban tourism are a chance to meet and see the backstage of some key players and the places where governance and management decisions happen. 
• Case studies and class discussions are fundamental to achieve a better knowledge of the topics covered within the course and ensure a proper understanding of different methodologies. They support the students in achieving better interaction in class and develop critical thinking over the course topics. 
• A group field project is developed through the course and submitted at the end of the semester. Students work on the development of a concrete cultural tourism proposal for a city. Site visits and meetings with the relevant stakeholders are organized in order to have a first hand-on perspective on the project. A practical approach supports the ability of students in applying the best methodology and achieving successful strategies.

• Assessment methods: 30% - Written exam on the topics discussed in class and on the related course materials (Short Answer Essay Exam - Open Book). Students are required to analyze or compare-contrast or express a documented opinion on issues treated in the course. 
• 10% - Analysis and discussion of a case study. Students are expected to critically use concepts and methodologies discussed in class to analyse a case study and provide a critical perspective on it.
• 60% - Group field project. Students are expected to develop a feasible cultural tourism project for a city. The assessment of the project involves an external discussant and a peer to peer evaluation. This is an opportunity to tackle first-hand critical issues in the tourism promotion and management of relevant cultural assets and events in an urban area.
  • All the evaluations must be sufficient (grade ≥ 18).
  • The evaluations of the field project and of the case study are valid until the exams of January 2020.
  • No oral integration.

• Written exam on the course materials for not attending students (Short Answer Essay Exam). Students are required to analyze or compare-contrast or express a documented opinion on issues treated in the materials.
• No oral integration.

The reading list is provided in the syllabus at the beginning of the course. It includes readings from academic journals, reports, and slides/other class materials.

In accordance with intellectual property rights rules, different materials are available in different ways

• On the Bocconi Bboard platform of the course
• On the ad hoc web course reserve, provided by the Library

The reading list is provided in the syllabus at the beginning of the course. It includes selected chapters from two textbooks.