This course investigates destination management and marketing with a specific focus on the challenges of contemporary tourism. Considering the impact that tourism has on destinations, the course analyzes the main management and marketing strategies to face competition and increase the performance. A specific part is dedicated to theoretically and practically analyzes the role and the importance of collaboration between various stakeholders (public/private sector) in destination marketing and management in order to achieve higher competitiveness. Main topics include: the role of destination management organisations (DMOs) and destination communities in experience creation and promotion; the importance of destination management and marketing to enhance global competitiveness; the impact of tourism on the destination; planning and product development; positioning and branding; resources, networks and partnerships.
At the end of the course students will be able to:
1. Analyze and discuss the key concepts and principles of marketing as applied to destinations and the tourism experience
2. Demonstrate an appropriate level of understanding of current issues and strategies associated with destination management and marketing
3. Critically analyse the impact of key stakeholder groups in the context of tourist destinations
4. Develop problem solving skills being able use tourism and marketing research to inform strategic decision making
5. Demonstrate skills in oral and written communication as well as critical and analytical thinking in accordance with the specific professional context
6. Work independently and as a team member to gather and analyse information to guide problem solving and decision making