The course is divided in two main parts: a theoretical and a practical one. First, students will learn the theoretical foundations of Destination Management, with a particular focus on its main concepts, strategies and opportunities. Next, students will get involved with practical challenges of real managers and marketers of Destination Management; in this way, students will form team-works to design a research project aimed at analyzing practical cases studies.
-) Morrison, A. M. (2013). Marketing and managing tourism destinations. Routledge, New York.
-) Wang, Y., & Pizam, A. (Eds). (2011). Destination Marketing and Management: Theories and Applications. CABI International.
Obiettivi Formativi
This course aims at providing a comprehensive understanding of the concept and scope of the tourism industry in general and of destination marketing and management in particular. Taking an integrated and comprehensive approach, lessons will focus on both the macro and micro aspects of destination marketing and management. Moreover, the students will assess real cases of Destination Management in order to create a research project discussed in team-works.
Prerequisiti
General background in management.
Metodi Didattici
Interactive lectures and team-work projects.
Altre Informazioni
***Dear students,
please enroll yourselves at the Moodle page of the course. In this way, the Professor will be able to add you in the list of attending students and invite you for the online lessons.
For any questions, write an email to lamberto.zollo@unifi.it
Modalità di verifica apprendimento
Attending students:
evaluation of the research project (oral presentation and written report by the team-work)
Non-attending students:
oral exam
***Due to che COVID-19 emergency, Google Meet will be the digital platform for the oral exam: send an email to the lecturer to receive more information.
References to be studied (send an email to the lecturer to have the following material):
-) Part 1 (pp.1-36) of:
Morrison, A. M. (2013). Marketing and managing tourism destinations. Routledge, New York.
-) Part 1, 2, 3 (pp.1-148) of:
Wang, Y., & Pizam, A. (Eds). (2011). Destination Marketing and Management: Theories and Applications. CABI International.
Programma del corso
Part 1:
-) Destination Marketing and Management: concepts, structures and policies
Part 2:
-) Managing Stakeholder and Environmental analysis: understanding consumer/tourist decision making
Part 3:
-) Destination Image, Branding and Positioning
Part 4:
-) E-tourism and Destination Management in Web 2.0: the role of social media
Part 5:
-) Sustainable Tourism: managing economic, environmental and social sustainability
Part 6:
-) Destination Crisis Management: safety and security for tourism destination
Part 7:
-) Research project in team-work: evaluating a real Destination Management case, building/designing a strategic business plan