LEARNING OUTCOMES

The course provides knowledge and skills for the management and governance of tourist destinations. It also explores the role and tools of destination marketing, in its strategic and operational dimensions

AIMS AND LEARNING OUTCOMES

At the end of the course the student will be able to:
• understand the dynamics of the tourist market
• analyze the characteristics of tourist destinations
• identify the components of the tourist destination, the relationships between them and the government mechanisms
• analyze the behavior of the tourist consumer
• design a marketing strategy for the tourist destination, combining traditional and innovative tools

TEACHING METHODS

Lectures are integrated with seminars with practitioners and individual/group works.

Attendance is not compulsory.

SYLLABUS/CONTENT

• Structural and trend elements of tourism
• The elements of a tourist destination: tourists, attractions, services and companies
• Destination management and local governance: the role of DMO
• The relationships between the actors in the destination
• The analysis of tourist demand and the tourism behaviour
• The evolution of a tourist destination and the sustainability issues
• Destination marketing
• Online and web destination marketing

RECOMMENDED READING/BIBLIOGRAPHY

Attending student should study

• Martini U. (2017) (Ed.), Management e marketing delle destinazioni turistiche territoriali, McGraw Hill, Milano
  • chapters to study will be reported after each class
• further readings available on Aulaweb
• Power Point handouts (available on Aulaweb) and students' notes

Not-attending students should study

• Martini U. (2017) (Ed.), Management e marketing delle destinazioni turistiche territoriali, McGraw Hill, Milano
  • the entire book must be studied
• further readings available on Aulaweb