20807 - DIGITAL INNOVATIONS IN TOURISM
Department of Social and Political Sciences
Course taught in English
Go to class group/s: 31
ACME (6 credits - II sem. - OBS | 2 credits SECS-P/12 | 4 credits SECS-P/07) - ACME (6 credits - II sem. - OP | 2 credits SECS-P/12 | 4 credits SECS-P/07)
Course Director:
CRISTINA MOTTIRONI
CRISTINA MOTTIRONI
Mission & Content Summary
MISSION
Digital transformation has evolved from disruption to orchestration, redefining how tourism organisations and destinations operate and compete.
They are now challenged to integrate digital technologies strategically to enhance performance and generate value for travellers, businesses, and communities.
The course examines how technological evolution is reshaping the tourism system across sectors such as hospitality, intermediation platforms, mobility and transport, attractions, and cultural or experiential tourism. The perspective is managerial and strategic: the focus is not on mastering technologies, but on understanding their implications for competitiveness, collaboration, and innovation. Students analyse how digital transformation influences consumer behaviour, distribution models, business strategies, and destination management, and how managers and entrepreneurs can leverage it to address emerging opportunities and challenges.
Through case studies, professional talks, and hands-on sessions in collaboration with travel companies, the course develops the ability to interpret technological change critically and to design strategic responses that integrate business, market, and destination perspectives.
CONTENT SUMMARY
Digital Transformation and Strategic Management
- Frameworks for analysing digital transformation in tourism and its managerial implications.
- The role of innovation in business strategy, competitiveness, and organisational change.
- Opportunities and risks of digital disruption across tourism value chains.
The Digital Traveller and Market Evolution
- Changing traveller behaviours and expectations in an interconnected world.
- Implications for marketing, intermediation, and customer experience.
- Data-driven decision-making and value co-creation between firms, visitors, and destinations.
Platforms, Business Models, and Sectoral Dynamics
- The platform economy and its impact on distribution, intermediation, and competition.
- New applications and business models in hospitality, mobility, and attractions/experiences.
- Collaboration, partnerships, and network strategies across the tourism ecosystem.
Destinations in the Digital Era
- How technology transforms destination management, marketing, and stakeholder coordination.
- Smart and connected destinations: data, governance, and visitor engagement.
- Managing innovation for sustainable and inclusive destination management.
Intended Learning Outcomes (ILO)
KNOWLEDGE AND UNDERSTANDING
At the end of the course student will be able to...
- Explain how digital innovation influences strategies and operations across tourism sectors and destinations.
- Recognise the managerial and strategic implications of technological change for tourism companies and public organisations.
- Evaluate opportunities and risks generated by digital transformation in tourism markets and recognize the role of cutting-edge technologies.
- Analyse the roles of stakeholders and the ways in which digitalisation enhances the effectiveness and sustainability of destination management.
APPLYING KNOWLEDGE AND UNDERSTANDING
At the end of the course student will be able to...
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Map the customer travel journey and assess how digital tools can enhance competitiveness and visitor experience.
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Evaluate and benchmark how tourism companies and destinations adopt digital innovations to respond to market trends and strategic challenges.
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Develop strategic proposals and policy-oriented responses addressing opportunities and risks of digital transformation in the tourism sector.
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Translate digital innovation concepts into actionable strategies for tourism and destination organisations.
Teaching methods
- Lectures
- Guest speaker's talks (in class or in distance)
- Company visits
- Practical Exercises
- Collaborative Works / Assignments
DETAILS
- Guest speakers’ talks (in class or online) provide targeted insights, drawing on first-hand experiences from managers, entrepreneurs, and policy makers.
- Company visits offer students the opportunity to observe how digitalisation is implemented in real business contexts across different sectors. Visits planned for this year include Expedia, BBH Hotels, and Milan Malpensa Airport, showcasing digital transformation in intermediation, hospitality, and mobility.
- Practical exercises (hands-on sessions) are carried out in collaboration with travel tech companies, engaging students in specific tasks and challenges that simulate real managerial problems in data use, marketing, or innovation strategy.
- Collaborative assignments encourage teamwork and critical discussion in the application of frameworks to real-world tourism.
Assessment methods
| Continuous assessment | Partial exams | General exam | |
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x | ||
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x |
ATTENDING STUDENTS
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Written exam (50%) – 45 minutes: the exam consists of a mix of open- and closed-ended questions. Students are required to demonstrate knowledge of key concepts and models discussed in class, their application to practical contexts, and lessons learned from hands-on sessions. No oral integration.
- Collaborative assignment (50%) – teamwork on digital innovation in travel (industry report).
Both components must be passed (grade ≥ 18).
NOT ATTENDING STUDENTS
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Written exam (100%) – 90 minutes: includes a mix of:
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open-ended questions, requiring students to analyse, compare, or express a documented opinion on topics covered in the materials for non-attending students;
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closed-ended questions;
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a short hands-on case study.
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No oral integration.
Teaching materials
ATTENDING STUDENTS
The reading list for attending students is included in the syllabus provided at the beginning of the course.
NOT ATTENDING STUDENTS
The reading list for not attending students is included in the syllabus provided at the beginning of the course.
Last change 23/11/2025 10:07