Geography of sustainable destinations - Mod. 2 - destination marketing
- A.A. 2023/2024
- CFU 6
- Ore 36
- Classe di laurea LM-49
Knowledge of English.
The course aims to transfer the strategic and operative marketing methods from the business unit to the territory, specifically to a tourist destination, considering the sustainability policies adopted by International Policy Bodies and Institutions. Students will acquire knowledge and competencies on the role of space, place, and territory in the travel and tourism industry at different geographical scales.
Students will be able to use marketing tools to manage a tourist area by using the rationale of market orientation, aiming at analyzing, organizing, and fostering local peculiarities to increase sustainable tourist attractiveness.
- Premise on Method
- Geographical Concepts of Space, Place, and Territory
- Human Mobility and Tourism
- Tasks, Concepts and Marketing Tools
- Business Marketing, Territorial Marketing, Tourism Marketing
- Definition of Goals of Destination Marketing
- Destination Development Strategy
- Tangible and Intangible Components of a Destination
- Tourist Carrying Capacity - TCC
- Communication for Destination Image Building and Promotion
- Case Studies of Tourism Destination Marketing
- (C) Saarinen, Jarkko, Christian M. Rogerson, and Haretsebe Manwa (Eds) Tourism and the Millennium Development Goals: Tourism, local communities and development. Routledge, London - New York, 2013; Chapters 1-13; 9780415523837.
- (C) Kotler P., Armstrong G. Priciples of marketing Pearson - Prentice House , Upper Saddle River, New Jersey 07458, 2011; Chapters: 1-4; 9780132167123.
- (C) Lew A.A., Hall C.M., Williams A.M. A Companion to Tourism Blackwell Publishing, Oxford - UK, 2004; All chapters; 0631235647.
Further informations / additional materials
The teacher will give further didactic materials and information on how to retrieve them.
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- Frontal Interactive Lessons;
- Small and Medium Group Work and Exercises;
- Audio-video Attendance;
- Performing a Case Study on Marketing a Destination;
- Featuring a Presentation on an Argument of Tourist or Destination Marketing.
Two partial intermediate tests. A not structured test (writing a short report on a Case Study). An individual or per group presentation (using a PPT) of a Case Study.
The grade per each test will contribute to the final mark, which is the average of partial results.
The Final Oral Test is reserved for the students who didn't receive approving grade in the partial tests or missed one of them.
English