1. Understand the fundamental concepts of tourism marketing and discuss how marketing tools can be used to promote sustainable tourism in destinations, making them better places to visit and live;
2. Describe the processes of developing a marketing strategy and defining operational marketing policies in the context of tourism;
3. Identify and describe the importance and benefits of destination branding and certification, as a factor of identity, emotional connection,
and notoriety;
4. Apply the integrated marketing communication approach to tourist destinations, with an emphasis on place storytelling to increase the brand's reputation in the digital age;
5. Develop an operational plan for the development of a brand at the level of a tourist destination;
6. Develop interpersonal, communication, self-help, time management and planning skills.
1. Introduction to tourism destination marketing
1.1 The concepts of destination marketing
1.2 Sustainable or responsible tourism development principles
2. Marketing planning for tourist destinations
2.1 Goals and objectives in the marketing planning process
2.2 Components of the PRICE model
2.3 Steps in the destination marketing system
2.4 Contents of a destination marketing plan
2.5 Analysis of national and regional strategic marketing plans
3. Branding, certification, and integrated marketing communication for tourist destinations
3.1 Destination branding
3.2 Certification for tourism destinations
3.3 Destination integrated marketing communications
3.4 Place storytelling
4. Consumer buying behaviour, segmentation of the tourist market and global consumer trends
4.1 Consumer behaviour, segmentation, and market trends
4.2 Destination markets
5. The future of tourism destination marketing and the role marketing can play in helping to achieve more sustainable outcomes
The teaching method is based on theoretical-practical classes, where lecturing is combined with participative modes, combining the exposition of programmatic contents with the discussion of case studies and presentations by external experts. The group project serves as a framework for practical participation and for enhancing students’ skills and competences. MOODLE is used as support learning management platform.
- Font, X., & McCabe, S. (Eds.) (2018). Marketing for Sustainable Tourism. Routledge.
- Morrison, A.M. (2019). Marketing and Managing Tourism Destinations (2nd ed.). Routledge.
- Mossberg, L., Therkelsen, A., Huijbens, E. H., Björk, P., & Olsson, A. K. (2010). Storytelling and Destination Development. Norden – Nordic Innovation Center.
- Pike, S. (2020). Destination Marketing – Essentials (3rd ed.). Routledge.
- Sharma, A., Pulido-Fernández, J. I., & Hassam, A. (Eds.) (2020). Sustainable Destination Branding and Marketing: Strategies for Tourism Development. CABI.
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