Tourism Marketing

Objectives

The main objectives are:

1. To understand the fundamental concepts of tourism destination marketing;

2. To describe the process of elaboration of the marketing strategy and the definition of the marketing-mix policies in the context of tourism activity;

3. Develop a process of creating a brand for a tourism destination;

4. Creating an operational plan to develop a brand at the tourism destination level;

5. Presentation and discussion of practical cases.

Program

1st Part – The meaning of Tourism Destination Marketing

2nd Part – Strategic and Tactical Planning for Tourism Destination Marketing

3rd Part – Development of a brand for a destination: theoretical framework

4th Part – The process of creating a brand for a country and success critical factors

5th Part – Case studies on the development of brands for tourism destinations

6th Part – The operational plan of a brand for a tourism destination

Teaching Methodologies

The teaching methodology is based on the exposition of the topics covered in the syllabus and on the discussion of case studies. Slides are used during the oral exposition of the topics covered and bibliography references and the case studies will be indicated and provided. All relevant information about the unit is available online through the platform MOODLE. In order to apply the theory to a specific subject covered in the syllabus, students are expected to develop a group project.

Bibliography

Beerli, A. e Martín, J. D. (2004) “Factors influencing destination image”, Annals of Tourism Research, 31 (3), pp. 657-681.

Brochand, B., Lendrevie, J., Rodrigues, J.V. e Dionísio, P. (2004). Mercator XXI: Teoria e Prática do Marketing (2ª ed.). Lisboa: Publicações Dom Quixote.

Middleton, V.T.C., Fyall, A., Morgan, M. e Ranchhod, A. (2009). Marketing in Travel and Tourism (4th ed.). Oxford: Butterworth-Heinemann.

Cunha, L. (2006). Economia e Política do Turismo (2ª ed.). Lisboa: Verbo.

Middleton, V.T.C. e Clarke, J. (2001). Marketing de Turismo: Teoria e Prática. Rio de Janeiro: Campus.

Moilanen, T. e Rainisto, S. (2009). How to Brand Nations, Cities and Destinations: A Planning Book for Place Branding. Hampshire: Palgrave Macmillan.

Pike, S. (2008). Destination Marketing: An Integrated Marketing Communication Approach. Oxford: Butterworth-Heinemann.