No prerequisites required.

After completing this course, students will be able to:

. Knowledge and understanding:

• Understand the importance of creativity for innovation and sustainable tourism development;
• Know about the impact and effectiveness of models and strategies in tourism industry

.

Applying knowledge and understanding:

• Achieve the ability to identify suitable tools for future professional contexts
• Analyse innovation and creative tourist entrepreneurship in the context of globalization;

Making judgements:

• Improve capacities to handle complexity and formulate solutions even with incomplete data.

.Communication:

• Enhance the knowledge based persuasion and communication with specialist and non-specialist audiences.

.Learning skills:

• Develop self-confidence.

The course focuses on the study of creative and innovative strategies applied to tourism industry products and services.

The course will stress on:

-Recognition of professional and personal skills needed to be a successful HR in tourism;

 -Assessment of emotional branding and story telling as competitive tourism marketing strategies ;

 - Analysis to identify international resources and trends for tourism development and cultural heritage preservation in different geographic contexts;

- Identification of tourism targeted consumers for niches tourism;

- Exploration of sustainable and responsible tourism practices

All the below listed articles (Adopted texts) will be uploaded on the teacher's online webpage, under the designated course' section.

The 6 CFU program is designed both for attending and non-attending students: there are no program distinctions between attending and non-attending students, in both cases the texts marked as adopted (A) will be studied as per pages indication.

 (A)Haiqi, Z., Research on Innovative Marketing Strategies of Tourism Destination Brands under the Background of Cultural Tourism Integration, SHS Web of Conferences 2025, pp.1-5

https://doi.org/10.1051/shsconf/202521302025

(A) OECD (2014), Tourism and the Creative Economy, OECD Studies on Tourism, OECD Publishing. pp.1-175

http://dx.doi.org/10.1787/9789264207875-en

(A) Zou FX, Ahmadi Dehrashid A, Akif Cifci M, et al. (2025) Exploring the dynamics of creative tourism: A tourist centric perspective to achieve economic sustainable development. Journal of Mountain Science 22(1). pp.278-295

https://doi.org/10.1007/s11629-024-9069-y

(A) Youngjin C. Donghyun K., Artificial Intelligence in The Tourism Industry: Current Trends and Future Outlook, IJASEIT Vol.14 (2024) No. 6 ISSN: 2088-5334, pp.1889-1894

(A) Gössling S., Xiang Ying M. AI and sustainable tourism: an assessment of risks and opportunities for the SDGs, Current Issues in Tourism, ( Mar 2025): DOI: 10.1080/13683500.2025.2477142 , pp.1-14

https://doi.org/10.1080/13683500.2025.2477142

The teaching will be delivered entirely in English.

All the studying listed materials (Adopted texts) will be available to students in full text on the teacher's online webpage, under the designated course' section .

• Course with a theoretical-applicative didactic approach, also based on the analysis of case studies.

   

   

   Interactive lectures

   Classroom exercises/group work

   Field research scholars/experts seminars

   Viewing of audiovisual materials

   Case study analysis

   Self-productions (educational project, presentation of a topic)

• The exam is oral in English.

  There is no intermediate test.

  The exam consists of a series of questions aimed at ascertaining the knowledge of the student on disciplinary contents/paradigms and methodologies presented in class as well as in the.indicated study materials..

  Students will also present and discuss a case study using strategies and techniques explored in the course.

  
  

  The exam will consist of a series of questions aimed at ascertaining:

   

  
  

  • knowledge and ability to understand texts: 20% of the total overall assessment;
  • ability to make connections among topics .20% of the total overall assessment;
  • ability to apply knowledge. 20% of the total overall assessment;
  • independent judgment and critical thinking. 20% of the total overall assessment;
  • transposition of the knowledge acquired in terms of professional usability; 20% of the total overall assessment.

  
  

  The exam will focus on the topics covered in the course:

  Recognition of professional and personal skills needed to be a successful HR in tourism;

  Assessment of emotional branding and storytelling as competitive tourism marketing strategies ;

   Analysis to identify international resources and trends for tourism development and cultural heritage preservation in different geographic contexts;

  Identification of tourism targeted consumers for niches tourism;

  Exploration of sustainable and responsible tourism practices.

   

  The effectiveness of communication will also be assessed through the oral presentation which must be performed in grammatical and syntactic correctness, with a good mastery of scientific-disciplinary lexicon.

  
  

The teaching is delivered in English.

English