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 plan 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.
-) Blain, C., Levy, S. E., & Ritchie, J. B. (2005). Destination branding: Insights and practices from destination management organizations. Journal of travel research, 43(4), 328-338.
-) Beritelli, P., Bieger, T., & Laesser, C. (2007). Destination governance: Using corporate governance theories as a foundation for effective destination management. Journal of Travel Research, 46(1), 96-107.
-) Volgger, M., & Pechlaner, H. (2014). Requirements for destination management organizations in destination governance: Understanding DMO success. Tourism Management, 41, 64-75.
-) Munar, A. M. (2012). Social media strategies and destination management. Scandinavian Journal of Hospitality and Tourism, 12(2), 101-120.
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.
General background in management.
Interactive lectures and team-work projects.
More information will be provided by the lecturer during classes.
Modalità di verifica apprendimento
evaluation of the research project (oral presentation and written report by the team-work)
***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
-) Destination Marketing and Management: concepts, structures and policies
-) Managing Stakeholder and Environmental analysis: understanding consumer/tourist decision making
-) Destination Image, Branding and Positioning
-) E-tourism and Destination Management in Web 2.0: the role of social media
-) Sustainable Tourism: managing economic, environmental and social sustainability
-) Destination Crisis Management: safety and security for tourism destination
-) Research project in team-work: evaluating a real Destination Management case, building/designing a strategic business plan