LEARNING OUTCOMES

The course aims at examining the management of firms involved in coastal tourism. First, the concept of coastal tourism is introduced, in order to shape the boundaries of the business investigated, which typically includes cruises, ferries, marinas and other tourism activities taking place in coastal regions. Next to this, the major typologies of tourism activities relevant for coastal and marine locations are discusses, coupled with the theoretical constructs grounded in tourism management literature which are valuable for the management of firms and public administrations operating in the coastal or marine domain. The course deepens the concepts of sustainability, green economy, blue economy and stakeholder management practices, also focusing on such topics as energy management and environmental impacts within this domain. Also, issues related to the preservation of coastal ecosystems and biodiversity are included in the analyses. Policies and financial instruments applied at national and European level for supporting companies operating in coastal tourism industries are then identified and discussed. The course places particular emphasis on the analysis of the different management tools useful to support sustainable growth strategies of the companies operating in the field of coastal and marine tourism.

AIMS AND LEARNING OUTCOMES

Attendance and active participation in the proposed training activities (lectures, business cases and company testimonials) and individual study will allow the student to:

• know in depth the different businesses belonging to the coastal tourism industry;
• apply the main theoretical constructs and conceptual models from management literature to different strategic business decisions that are taken by companies operating in coastal tourism;
• identify the main players in the coastal tourism supply chain, understanding their role, responsibilities and critical success factors;
• know and empirically apply the main theoretical models which allow to support value creation and to ensure the generation of adequate revenues to maintain the economic balance and positive cash flows;
• know and empirically apply the main theoretical models for optimizing the cost structure of the companies and for improving the management of operating processes that characterize the investigated companies;
• acquire a correct terminology with regards to the strategic, managerial and technical profiles of the coastal tourism domain;
• identify the negative externalities connected to the various coastal tourism activities and select strategic solutions aimed at improving the sustainability of corporate operations according to a "green" approach toward the business;
• ensure an efficient use of environmental resources within the processes operated by companies which belong to the industry;
• identify adequate forms of coverage for investments aimed at the introduction of successful and sustainable innovations within companies and businesses operating in the various areas of coastal tourism.

PREREQUISITES

The student must have acquired, during the prior studies, the following knowledge necessary to address the course topics:

• Competitive and growth strategies
• Configuration decision and coordination of value-generating activities
• Management of business processes
• Strategic marketing and operational marketing
• Investment and financing choices

This knowledge constitutes the necessary foundations for understanding the course topics and successfully overtake the exam tests.

It is recommended to have already pass the following exams: "Economia e gestione delle imprese", " Economia e gestione delle imprese di trasporto" and "Gestione degli investimenti e dei finanziamenti delle aziende di trasporto.

TEACHING METHODS

Lectures, business cases and corporate testimonials. In particular, the course is based on lectures, related to the theoretical study parts, and company testimonials on significant empirical business cases as regards the application of the managerial principles and tools useful for companies operating in the context of coastal tourism (cruises; boating; fishing; recreational-recreational, sporting, cultural and edutainment activities in the coastal area).

SYLLABUS/CONTENT

SYLLABUS/CONTENT

The course includes lessons from Prof. Giovanni Satta and it is aimed at acquiring the managerial know-how necessary for the successful management of companies and other entities operating in the heterogeneous businesses belonging to the coastal tourism industry. 

The teaching program includes 5-parts as reported below:

Part 0 - Coastal tourism: introduction 

• General information
• Learning goals
• Teaching course: structure & contents
• Teaching methods
• Recommended reading & references
• Exam description & assessment methods

Part I – Management of coastal tourism: specificities, concerns and new business opportunities  

• Coastal Tourism, Maritime Tourism & Blue Economy: Definitions & taxonomies
• Blue Economy (BE): the 7 established sectors
• Focusing on the Coastal Tourism (CT)
• Issues & concerns in CT 
• Emerging trends & business opportunities in CT
• Business specificities of CT firms

Part II – Theories and concepts for the management of coastal tourism firms

• Sustainable tourism
• New forms of tourism
• Corporate Social Responsibility
• Stakeholder Relationship Management
• Territorial marketing, destination marketing & destination branding
• Service management
• Tourist experience, experiential marketing & tourist relationship management 
• ICT, technology adoption & SO.CO.MO model

Part III – Environmental impacts, "green" strategies and energy management solutions in coastal tourism 

• Environmental impacts from CT business
• Green strategies & new business models in CT firms
• Green investments & practices in CT firms
• Energy management in CT firms

Part IV  – ICT, training&skills, funding schemes for coastal tourism firms

• Information & Communication technologies in CT firms
• HR: skilling & training personnel in CT firms
• Funding CT firms

RECOMMENDED READING/BIBLIOGRAPHY

All the slides used during the lessons and other teaching material will be made available on “aulaweb” in the specific section dedicated to the course. For attending students, the notes taken during the lessons and the material made available on “aulaweb” by the professor in charge of the course are sufficient for the preparation of the exam.

At the beginning of the lessons, the teacher will indicate the suggested texts and additional teaching materials as support texts, especially for non-attending students.