Agostino VOLLERO | DESTINATION MANAGEMENT AND MARKETING

cod. 1222800011

DESTINATION MANAGEMENT AND MARKETING

	1222800011
	DEPARTMENT OF POLITICAL AND COMMUNICATION SCIENCES
	EQF7
	MANAGEMENT OF TOURISM SYSTEMS FOR SUSTAINABLE DEVELOPMENT
	2023/2024

PERCORSO SHARED STUDY PATHWAY

	OBBLIGATORIO
	YEAR OF COURSE 2
	YEAR OF DIDACTIC SYSTEM 2022
	AUTUMN SEMESTER

TEACHING UNITS

	SSD	CFU	HOURS	ACTIVITY	TYPE OF ACTIVITY
1	MANAGEMENT E MARKETING DELLE DESTINAZIONI TURISTICHE - MOD.1
	SECS-P/08	6	40	LESSONS	COMPULSORY SUBJECTS, CHARACTERISTIC OF THE CLASS
2	MANAGEMENT E MARKETING DELLE DESTINAZIONI TURISTICHE - MOD. 2
	SECS-P/08	6	40	LESSONS	COMPULSORY SUBJECTS, CHARACTERISTIC OF THE CLASS

PROFESSORS

	PAOLO PICIOCCHI1 T Curriculum
	AGOSTINO VOLLERO2 Curriculum

	Objectives
	THE TEACHING PROGRAM INCLUDES TWO MODULES, RESPECTIVELY, IN MANAGEMENT AND MARKETING WITHIN THE TOURISM SECTOR: WITH THE FIRST, STUDENTS WILL BE ABLE TO EVALUATE THE EVOLUTIONARY DYNAMICS OF TOURISM COMPANIES, BOTH ON A CONCEPTUAL LEVEL AND ON A PRACTICAL/SECTORIAL LEVEL. IN THIS CONTEXT, STUDENTS WILL BE ABLE TO INTERPRET THE EVOLUTIONARY DYNAMICS OF COMPANIES THROUGH ANALYSIS MODELS AND CRITICAL THINKING DEVELOPMENT, AS WELL AS INTERPRET THE EFFECTIVENESS AND EFFICIENCY OF MANAGERIAL ACTIONS THROUGH THE VERIFICATION OF MODELS AND THE USE OF METHODS, TECHNIQUES, AND OPERATIONAL TOOLS; WITH THE SECOND MODULE, THE AIM IS TO PROVIDE THE NECESSARY KNOWLEDGE FOR THE ANALYSIS OF DIFFERENT TYPES OF DESTINATION MANAGEMENT ORGANIZATIONS (DMOS) AND COMPANIES OPERATING IN THE TOURISM SECTOR, PAYING ATTENTION TO THEIR OBJECTIVES, ORGANIZATIONAL STRUCTURES, FUNCTIONS, AND RELATIONSHIPS WITH LOCAL, NATIONAL, AND INTERNATIONAL GOVERNING BODIES THAT CHARACTERIZE THEM. IN PARTICULAR, THE COURSE AIMS TO PROVIDE THE NECESSARY KNOWLEDGE TO UNDERSTAND THE CREATION OF SUSTAINABLE VALUE IN THE COORDINATED MANAGEMENT OF ALL THE ELEMENTS THAT MAKE UP A DESTINATION (ATTRACTIONS, ACCESS, HUMAN RESOURCES, IMAGE/REPUTATION, ETC.). KNOWLEDGE AND UNDERSTANDING THE STUDENT WILL LEARN THE METHODOLOGIES USEFUL FOR UNDERSTANDING THE ASPECTS OF MANAGEMENT AND GOVERNANCE OF DESTINATIONS, AND THE PROCESSES OF MANAGING THE DYNAMICS OF INTERACTION BETWEEN DIFFERENT COMMUNITIES AND VARIOUS STAKEHOLDERS OF A TERRITORY TO ACHIEVE A SUSTAINABLE COMPETITIVE ADVANTAGE FOR THE ENTIRE DESTINATION. IN PARTICULAR, THE STUDENT WILL KNOW AND BE ABLE TO UNDERSTAND THE BASIC CONCEPTS OF STRATEGIC AND OPERATIONAL MARKETING OF TOURIST DESTINATIONS. ADDITIONALLY, KNOWLEDGE RELATED TO THE MANAGEMENT AND MARKETING OF EXPERIENCES IN THE TOURISM SECTOR WILL BE INTRODUCED TO DEVELOP: THE ABILITY TO ANALYZE AND ASSESS THE REFERENCE CONTEXTS THAT INFLUENCE TOURISM DEMAND AND SUPPLY; THE ABILITY TO UNDERSTAND THE DYNAMICS OF BEHAVIOR OF THE MODERN AND POST-MODERN TOURIST; THE ABILITY TO IDENTIFY AND EVALUATE THE MARKETING AND COMMUNICATION STRATEGIES AND TACTICS IMPLEMENTED BY ACCOMMODATION FACILITIES, TOUR OPERATORS, ONLINE TOURISM INTERMEDIARIES, TRAVEL AGENCIES, AND DESTINATIONS INTERACTING WITH NATIONAL AND INTERNATIONAL TOURISM MARKETS. ABILITY TO APPLY KNOWLEDGE AND UNDERSTANDING THE COURSE AIMS TO INCREASE STUDENTS' ANALYTICAL SKILLS TO EFFECTIVELY APPLY THE FUNDAMENTALS OF BUSINESS ECONOMICS AND MANAGEMENT AND TO PROPERLY SET THE DECISION-MAKING PROCESS REGARDING OBJECTIVES, STRATEGIES AND TACTICS, RESULTS MEASUREMENT, AND EVOLUTIONARY TRENDS IN THE MANAGEMENT AND MARKETING OF TOURIST DESTINATIONS. THE ABILITY TO APPLY KNOWLEDGE WILL BE DEVELOPED IN RELATION TO ASSESSING THE EXISTING RELATIONSHIP BETWEEN SUCH ORGANIZATIONS, NETWORKS, AND TOURIST DESTINATIONS, WITH A FOCUS ON SUSTAINABLE DEVELOPMENT. JUDGMENT AUTONOMY UPON COMPLETION OF THE COURSE, THE STUDENT MUST HAVE ADEQUATE JUDGMENT AUTONOMY RELATED TO THE DESIGN, IMPLEMENTATION, AND CONTROL OF THE TOURISM SUPPLY SYSTEM. COMMUNICATION SKILLS IN TERMS OF COMMUNICATION SKILLS, THE STUDENT WILL BE ABLE TO REPRESENT AND COMMUNICATE THE RESULTS OF INDIVIDUAL AND GROUP WORK THROUGH MULTIMEDIA REPRESENTATIONS. LEARNING ABILITY FINALLY, THE STUDENT WILL BE ABLE TO USE THE MAIN DIGITAL TOOLS AND INFORMATION RESOURCES FOR DATA ANALYSIS AND INTERPRETATION ACTIVITIES.

THE TEACHING PROGRAM INCLUDES TWO MODULES, RESPECTIVELY, IN MANAGEMENT AND MARKETING WITHIN THE TOURISM SECTOR: WITH THE FIRST, STUDENTS WILL BE ABLE TO EVALUATE THE EVOLUTIONARY DYNAMICS OF TOURISM COMPANIES, BOTH ON A CONCEPTUAL LEVEL AND ON A PRACTICAL/SECTORIAL LEVEL. IN THIS CONTEXT, STUDENTS WILL BE ABLE TO INTERPRET THE EVOLUTIONARY DYNAMICS OF COMPANIES THROUGH ANALYSIS MODELS AND CRITICAL THINKING DEVELOPMENT, AS WELL AS INTERPRET THE EFFECTIVENESS AND EFFICIENCY OF MANAGERIAL ACTIONS THROUGH THE VERIFICATION OF MODELS AND THE USE OF METHODS, TECHNIQUES, AND OPERATIONAL TOOLS; WITH THE SECOND MODULE, THE AIM IS TO PROVIDE THE NECESSARY KNOWLEDGE FOR THE ANALYSIS OF DIFFERENT TYPES OF DESTINATION MANAGEMENT ORGANIZATIONS (DMOS) AND COMPANIES OPERATING IN THE TOURISM SECTOR, PAYING ATTENTION TO THEIR OBJECTIVES, ORGANIZATIONAL STRUCTURES, FUNCTIONS, AND RELATIONSHIPS WITH LOCAL, NATIONAL, AND INTERNATIONAL GOVERNING BODIES THAT CHARACTERIZE THEM. IN PARTICULAR, THE COURSE AIMS TO PROVIDE THE NECESSARY KNOWLEDGE TO UNDERSTAND THE CREATION OF SUSTAINABLE VALUE IN THE COORDINATED MANAGEMENT OF ALL THE ELEMENTS THAT MAKE UP A DESTINATION (ATTRACTIONS, ACCESS, HUMAN RESOURCES, IMAGE/REPUTATION, ETC.).

KNOWLEDGE AND UNDERSTANDING
THE STUDENT WILL LEARN THE METHODOLOGIES USEFUL FOR UNDERSTANDING THE ASPECTS OF MANAGEMENT AND GOVERNANCE OF DESTINATIONS, AND THE PROCESSES OF MANAGING THE DYNAMICS OF INTERACTION BETWEEN DIFFERENT COMMUNITIES AND VARIOUS STAKEHOLDERS OF A TERRITORY TO ACHIEVE A SUSTAINABLE COMPETITIVE ADVANTAGE FOR THE ENTIRE DESTINATION. IN PARTICULAR, THE STUDENT WILL KNOW AND BE ABLE TO UNDERSTAND THE BASIC CONCEPTS OF STRATEGIC AND OPERATIONAL MARKETING OF TOURIST DESTINATIONS. ADDITIONALLY, KNOWLEDGE RELATED TO THE MANAGEMENT AND MARKETING OF EXPERIENCES IN THE TOURISM SECTOR WILL BE INTRODUCED TO DEVELOP: THE ABILITY TO ANALYZE AND ASSESS THE REFERENCE CONTEXTS THAT INFLUENCE TOURISM DEMAND AND SUPPLY; THE ABILITY TO UNDERSTAND THE DYNAMICS OF BEHAVIOR OF THE MODERN AND POST-MODERN TOURIST; THE ABILITY TO IDENTIFY AND EVALUATE THE MARKETING AND COMMUNICATION STRATEGIES AND TACTICS IMPLEMENTED BY ACCOMMODATION FACILITIES, TOUR OPERATORS, ONLINE TOURISM INTERMEDIARIES, TRAVEL AGENCIES, AND DESTINATIONS INTERACTING WITH NATIONAL AND INTERNATIONAL TOURISM MARKETS.

ABILITY TO APPLY KNOWLEDGE AND UNDERSTANDING
THE COURSE AIMS TO INCREASE STUDENTS' ANALYTICAL SKILLS TO EFFECTIVELY APPLY THE FUNDAMENTALS OF BUSINESS ECONOMICS AND MANAGEMENT AND TO PROPERLY SET THE DECISION-MAKING PROCESS REGARDING OBJECTIVES, STRATEGIES AND TACTICS, RESULTS MEASUREMENT, AND EVOLUTIONARY TRENDS IN THE MANAGEMENT AND MARKETING OF TOURIST DESTINATIONS. THE ABILITY TO APPLY KNOWLEDGE WILL BE DEVELOPED IN RELATION TO ASSESSING THE EXISTING RELATIONSHIP BETWEEN SUCH ORGANIZATIONS, NETWORKS, AND TOURIST DESTINATIONS, WITH A FOCUS ON SUSTAINABLE DEVELOPMENT.

JUDGMENT AUTONOMY
UPON COMPLETION OF THE COURSE, THE STUDENT MUST HAVE ADEQUATE JUDGMENT AUTONOMY RELATED TO THE DESIGN, IMPLEMENTATION, AND CONTROL OF THE TOURISM SUPPLY SYSTEM.

COMMUNICATION SKILLS
IN TERMS OF COMMUNICATION SKILLS, THE STUDENT WILL BE ABLE TO REPRESENT AND COMMUNICATE THE RESULTS OF INDIVIDUAL AND GROUP WORK THROUGH MULTIMEDIA REPRESENTATIONS.

LEARNING ABILITY
FINALLY, THE STUDENT WILL BE ABLE TO USE THE MAIN DIGITAL TOOLS AND INFORMATION RESOURCES FOR DATA ANALYSIS AND INTERPRETATION ACTIVITIES.

	Prerequisites
	NONE

	Contents
	PRINCIPLES OF MANAGEMENT FOR TOURISM BUSINESSES. TOURISM FROM THE PERSPECTIVE OF SUSTAINABLE DEVELOPMENT. THE TERRITORY AS A TOURIST DESTINATION. DESTINATION MANAGEMENT AND TERRITORIAL GOVERNANCE. PROCESSES AND FUNCTIONS OF DESTINATION MANAGEMENT. DESTINATION MANAGEMENT AND RELATIONSHIPS AMONG STAKEHOLDERS. FUNDRAISING AND FINANCIAL MANAGEMENT. MARKET ANALYSIS AND RESEARCH IN THE TOURISM SECTOR. MARKET ORIENTATION AND RELATIONAL MARKETING IN THE TOP MANAGEMENT DECISION-MAKING PROCESS. STRATEGIC MARKETING FOR TOURISM BUSINESSES AND DESTINATIONS. ANALYSIS OF CONSUMER/TOURIST BEHAVIOR. MARKETING MIX: CREATION AND MANAGEMENT OF PRODUCTS AND BRANDS, EVENT MARKETING, PROMOTION, AND STAKEHOLDER ENGAGEMENT. PLACE IDENTITY, PLACE IMAGE, AND PLACE REPUTATION. DIGITAL MARKETING FOR TOURISM.

Contents

PRINCIPLES OF MANAGEMENT FOR TOURISM BUSINESSES. TOURISM FROM THE PERSPECTIVE OF SUSTAINABLE DEVELOPMENT. THE TERRITORY AS A TOURIST DESTINATION. DESTINATION MANAGEMENT AND TERRITORIAL GOVERNANCE. PROCESSES AND FUNCTIONS OF DESTINATION MANAGEMENT. DESTINATION MANAGEMENT AND RELATIONSHIPS AMONG STAKEHOLDERS. FUNDRAISING AND FINANCIAL MANAGEMENT. MARKET ANALYSIS AND RESEARCH IN THE TOURISM SECTOR. MARKET ORIENTATION AND RELATIONAL MARKETING IN THE TOP MANAGEMENT DECISION-MAKING PROCESS. STRATEGIC MARKETING FOR TOURISM BUSINESSES AND DESTINATIONS. ANALYSIS OF CONSUMER/TOURIST BEHAVIOR. MARKETING MIX: CREATION AND MANAGEMENT OF PRODUCTS AND BRANDS, EVENT MARKETING, PROMOTION, AND STAKEHOLDER ENGAGEMENT. PLACE IDENTITY, PLACE IMAGE, AND PLACE REPUTATION. DIGITAL MARKETING FOR TOURISM.

	Teaching Methods
	INTERACTIVE LECTURES. IN-CLASS EXERCISES AND CASE STUDIES FROM "REAL WORLD" PRACTICE

	Verification of learning
	THE ACHIEVEMENT OF THE TEACHING OBJECTIVES IS CERTIFIED THROUGH THE CREATION OF INDIVIDUAL OR GROUP PROJECT WORKS, FOCUSING ON THE APPLICATION OF THE PRACTICAL KNOWLEDGE ACQUIRED TO REAL CASES/PROBLEMS OF DESTINATION MANAGEMENT AND MARKETING. ADDITIONALLY, PASSING A WRITTEN AND ORAL EXAM EVALUATED ON A 30-POINT SCALE IS REQUIRED. THE WRITTEN EXAM AIMS TO OBJECTIVELY ASSESS THE STUDENT'S LEVEL OF KNOWLEDGE AND UNDERSTANDING OF THE THEORETICAL AND METHODOLOGICAL CONTENTS INDICATED IN THE PROGRAM, AS WELL AS THEIR ABILITY TO APPLY THE ACQUIRED THEORETICAL KNOWLEDGE. THE ORAL EXAM CONSISTS OF DISCUSSING THE PROJECT WORK AND VERIFYING THE ACQUISITION OF THEORETICAL KNOWLEDGE, METHOD, AND PROBLEM-SOLVING APPROACH DEVELOPED.

Verification of learning

THE ACHIEVEMENT OF THE TEACHING OBJECTIVES IS CERTIFIED THROUGH THE CREATION OF INDIVIDUAL OR GROUP PROJECT WORKS, FOCUSING ON THE APPLICATION OF THE PRACTICAL KNOWLEDGE ACQUIRED TO REAL CASES/PROBLEMS OF DESTINATION MANAGEMENT AND MARKETING. ADDITIONALLY, PASSING A WRITTEN AND ORAL EXAM EVALUATED ON A 30-POINT SCALE IS REQUIRED. THE WRITTEN EXAM AIMS TO OBJECTIVELY ASSESS THE STUDENT'S LEVEL OF KNOWLEDGE AND UNDERSTANDING OF THE THEORETICAL AND METHODOLOGICAL CONTENTS INDICATED IN THE PROGRAM, AS WELL AS THEIR ABILITY TO APPLY THE ACQUIRED THEORETICAL KNOWLEDGE. THE ORAL EXAM CONSISTS OF DISCUSSING THE PROJECT WORK AND VERIFYING THE ACQUISITION OF THEORETICAL KNOWLEDGE, METHOD, AND PROBLEM-SOLVING APPROACH DEVELOPED.

	Texts
	MARTINI, U. (2017). MANAGEMENT E MARKETING DELLE DESTINAZIONI TURISTICHE TERRITORIALI: METODI, APPROCCI E STRUMENTI. MCGRAW-HILL

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Agostino VOLLERO | DESTINATION MANAGEMENT AND MARKETING