TOURISM MARKETING

The course retrieves the fundamental principles of marketing and then deepens their application in the tourism field. Some topics, interconnected and of particular relevance in the current development of tourism, are subsequently explored: experiential marketing; tourism and internet; culture, events and destinations. It's scheduled a group work in which the students will be encouraged to use the concepts learned.

Students will acquire knowledge of the fundamental concepts and skills of analysis and understanding of the contexts, of the behaviors of the actors and their relationships, of the main marketing tools for tourist experiences.
They will develop their own ability to apply the concepts and theoretical models proposed during the course (also through group work) and to reason critically, highlighting potential and limits of their applicability.
Group work and discussion in the classroom will help develop research skills and independent study of materials (texts and academic articles, data and information available on the web, etc.) and also communication skills.

A basic preparation of marketing is suggested, obtained by studying an academic manual of marketing fundamentals among the many on the market. For example: J.J. Lambin, "Market driven management", VI edition, Milan, McGraw-Hill 2012, or M. Levens and F. Casarin, "Marketing", Milan, Pearson, 2014.

1. Principles, concepts and basic tools of marketing
2. Tourism products and offering systems: relationships and interactions between actors
3. Tourism and Digital Marketing
4. Experiential marketing
5. Culture, events and destinations

The course includes a week dedicated to "Tourism and Web" module

Fontana F., Caroli, M., Economia e gestione delle imprese, 5. ed., McGraw-Hill education, Milano, 2017 [capitolo 9 "Il Marketing": pp. 295-338 ].

Rispoli M., Tamma M., Risposte strategiche alla complessità. Le forme di offerta dei prodotti alberghieri, Giappichelli, Torino, 1995. [Capitolo 1 (pp. 15-44 )]

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Thakran, K., Verma, R., The Emergence of Hybrid Online Distribution Channels in Travel, Tourism and Hospitality, in Cornell Hospitality Quarterly 54(3) (240-247) - http://scholarship.sha.cornell.edu/cgi/viewcontent.cgi?article=1045&context=articles

Serra Cantallops, A., Ramón Cardona, J., Galbis Matarredona, M., The impact of Serch Engines on the Hotel Distribution Value Chain, in REDMARKA UIMA-Universidad de A Coruña - CIECID Año VI, Número 6, (2013), v2 (pp. 19-54) - http://redmarka.net/ra/usr/39/1440/redmarka_n10_v2pp19_54.pdf




Addis M., Ad uso e consumo. Il marketing esperienziale per il manager, Pearson Paravia Bruno Mondadori S.p.A, 2007. [capitolo: 1 (pp. 3-32), 2 (pp. 45-75)]

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Carù A., Cova B., “Consuming Experiences. An Introduction”, in Carù A., Cova B. (a cura di) Consuming Experience, Routledge, New York, 2007 [pp. 3-15].

Stamboulis, Y., Skayannis, P., Innovation strategies and technology for experience-based tourism, in Tourism Management 24 (2003) 35–43.



Franch M. (a cura di) Marketing delle destinazioni turistiche, McGraw-Hill, Milano, 2010. [Capitolo 6 (pp. 219-276)]

Richards G, Wilson J., Developing creativity in tourist experiences: A solution to the serial reproduction of culture?, in Tourism Management, 2006, n.26, (pp. 1209-1223).

Other informations and additional readings will be made available during lessons. See the course page in the website: moodle -> "Marketing del Turismo"

Suggested Readings:
Casarin F., Il Marketing dei prodotti turistici,. Specificita e varieta, Giappichelli Editore, Torino, 2007 [capitoli 3,4,5].

Oskam, J., Zandberg, T. Who will sell your rooms? Hotel distribution scenarios, Journal of Vacation Marketing, 2016, Vol. 22(3) 265–278.

Buhalis D, Soo H.J., E-Tourism, Contemporary Tourism Reviews Series Editor: Chris Cooper.
Published by Goodfellow Publishers Limited, Woodeaton, Oxford, OX3 9TJ.
http://www.goodfellowpublishers.com/free_files/fileEtourism.pdf

Marine-Roig, E., Clavé, S.A., Tourism analytics with massive user-generated content: A case study of Barcelona, Journal of Destination Marketing & Management 4 (2015) 162–172.

Salas-Olmedo M.H., Moya-Gomez, B., García-Palomares, J.C:, Gutierrez, J., Tourists' digital footprint in cities: Comparing Big Data sources, Tourism Management, 66, (13-25).

Del Vecchio,P., Mele, G., Ndou, V., Secundo, G., Creating value from Social Big Data: Implications for Smart Tourism Destinations, Information Processing and Management 54 (2018) (847–860)

The exam is written; an additional oral examination may occur depending on the grade of the written exam. See the file "leggimi.pdf" in the website: moodle -> "Marketing del Turismo"

The course is mainly organized in lectures. Indications, references and supplementary materials will be made available to students through the moodle platform.
A group work is planned in which the students will be encouraged to use the concepts learned.

Italian

1. It is mandatory to follow the course using the support of the moodle platform (news, information, materials, indications and suggestions for the study and the exam)

2.The course includes a week dedicated to "Tourism and Web" module with the cooperation of the Digital Marketing Office of Vela spa, AVM group. Three lectures will be held in co-teaching with dr. Luca Stevanato and dr. Giovanna Cicogna, who in addition to bringing their own experience and illustrating some applications of digital marketing tools, will also provide support for group work.

written and oral