MANAGEMENT OF TOURISM ORGANIZATIONS
The I module of the Management of Tourism Enterprises Course aims to provide the methodology, the theoretical models and knowledge needed to analyze tourism businesses and enhance understanding of business and competitive dynamics in global scenarios. For this purpose, the main changes and scenarios are first and foremost defined at global and national level and subsequently the basis are developed for the management of the different types of tourism businesses (tourist companies, PCOs and meeting planners, aviation companies, cruise companies, tour operators, travel agencies, online travel agents) and the problems of the relationships between such companies, networks and destinations. Attention is focused on the reality of the receptive businesses with a particular focus on hotel businesses, which describe the peculiarities and the main elements of strategy and management. The program is completed with fundamentals of tourism governance and tourism systems through the study of some empirical evidence in Italy.
The 2nd module of the Tourism Management courseaims to provide a series of notions on Marketing thatrepresents the competence of Management physiologicallydedicated to addressing and managing the constraints and opportunities of tourismfirms. The programwill be developed in a non-theoreticalbutalsopractical way of providingbothknowledgeabout the management of the touristoffer, with particularreference to the tools to be used in suchspecificcontexts. In thisperspective, interactive front lessons and case studies are provided, whichwillprovideopportunities for checking the acquiredknowledge.
For both the modules
The learning objectives of the course are outlined below:
Knowledge and understanding: the student must be able to understand the changes of the global tourism scenario, the main trends, the different business and marketing models.
Ability to apply knowledge and understanding: the student will be able to interpret the different business and marketing, include the best practices of national and international companies, define possible decisions that will help to pursue competitive advantage.
Judgement: Through project work, students will acquire a capacity to interpret the business world and tourist destinations and develop an attitude to problem solving.
Communication skills: the student must be able to answer clearly and exhaustively both the written and the oral test questions. Through the presentation of project work, the student will also develop the ability to make a powerpoint presentation and explain their analysis in a synthetic manner, explaining best practices and limitations of different case studies.
Learning abilities: the student must demonstrate a good learning ability by deepening his knowledge on relevant and relevant bibliographic references for the subject field to be studied. The student will also have to demonstrate how to apply knowledge gained in management issues and to develop strategic choices and management models suited to different tourism contexts.
The course is for the second years students of the Bachelor Degree in Tourism Business Management and requires that they have learned the basic contents of business administration.
The content of the course can be divided into several parts of lessons, whose duration depends on the level of preparation of the students and their familiarity with the concepts of Economics and Management of Tourism Enterprises. The course is structured as follows:
I Part (20 h):
The main topics discussed at the course will be: The evolutive problems and trends of tourism. The different types of tourist businesses and the tourist offer system. The relationship between these companies, networks and tourist destinations. Fundamentals of economics and business management. The concept of value chain. The internal environment analysis. The macro environment analysis. Competitive environment analysis. Comprehensive strategies. Strategies for Competitive Advantage.
II part (12 h):
The hotel business in the tourist system. The production and delivery process of the hotel service. The basic elements of hotel management: brand, management, structures. Quality and customer satisfaction in the hotel industry. Demand and production capacity balance and pricing policies.
III part (8 h):
Tourism governance and tourist systems and destinations: theoretical and methodological aspects. The Configurations of Touristic Contexts: some empirical evidence from Italy.
IV part (8 h):
Elaboration of project work. Students, in groups, analyze specific national and international tourist destinations highlighting competitive leverage and critical success factors. Presentations give rise to discussions that allow to integrate deep theoretical contents during the course.
The content of the course can be dividedintoseveralblocks of lessons, whosedurationdepends on the level of preparation of the students and theirfamiliarity with the concepts of business and management of tourismcompanies. On average, the courseisstructuredasfollows:
I block (18 hour):
Understanding the conceptsbehindtourism marketing and tourism service qualification. The structure of the tourist marketing plan. The shopping behavior of the tourist. Segmentation of demand and positioning.
Analysis of the maintypes of tourism businesses in terms of operational marketing policies. Product design and management. Pricing. The distributionchannels. The comunication.
Elaboration of project work. Students, by groups, analyzespecifictouristcontexts and develop a marketing plan from the business idea to strategic planning and implementation of relationships with touristic brokers. The presentationsgive rise to discussionsthatallow to integrate deeptheoreticalcontentsduring the course.
The main topics discussed at the course will be: The evolutive problems and trends of tourism. The different types of tourist businesses and the tourist offer system. The relationship between these companies, networks and tourist destinations. Fundamentals of economics and business management. The concept of value chain. The internal environment analysis. The macro environment analysis. Competitive environment analysis. Comprehensive strategies. Strategies for Competitive Advantage. The hotel business in the tourist system. The production and delivery process of the hotel service. The basic elements of hotel management: brand, management, structures. Quality and customer satisfaction in the hotel industry. Demand and production capacity balance and pricing policies. Tourism governance and tourist systems and destinations: theoretical and methodological aspects. The Configurations of Touristic Contexts: some empirical evidence from Italy.
The main topics discussed at the course will be: the basic elements of tourism management: brand, management and structure; The tourism marketing process; Marketing policies in tourist firms; Quality and customer satisfaction in the tourism sector; Techniques and marketing tools.
The course will be organized in frontal lessons, seminars and group work. The program will be developed in a theoretical and practical way, providing knowledge about the management of tourism enterprises with reference to the tools used in such specific contexts. In this perspective, interactive front lessons and case studies are provided, which will be opportunities for checking the acquired knowledge.
The coursewill be organized in frontallessons, discussions of topical English articles and group work. After a first phase in which the teacherwillresume some of the propedeuticcontents for the preparation of a marketing plan for tourism companies, he will transfer the students the tools to implement the marketing policies and finally, the studentswill work on case analysisEmpiricalstudiesthroughwhichtheywilldeepen marketing choices in specifictouristcontexts. Depending on the level of languageproficiency, the courseisall or part of the course in English.
Grant R.M. (2016), Contemporary Strategy Analysis, Wiley (9 edition).
Pender L., Sharpley R. (2005), The Management of Tourism, SAGE (Part 1 and Part 2 only Strategy for Tourism).
Lambin J.J., Market-driven management: Strategic and Operational Marketing, 3th edition, 2012.
Slides in personal website at http://www.disaq.uniparthenope.it/dipartimento/pagine_docenti.asp
For the course participants, a first checkpoint is represented by the presentation of project work and a discussion in the classroom. Each group has 20 minutes to present the powerpoint of the project. Additional 10 minutes on questions. All students (course participants and non-course participants) will have to take a test exam, structured in a written assignment consisting of open questions on program topics, and an oral interview. Voting, expressed in thirtieths, will be the result of the two trials and, but for those who follow the course it will also include the project elaborated and presented.
For the students, a first check-up isrepresented by the presentation of project work. Each group has 20 minutes to present the power point of the project. Additional 10 minutes are devoted to questions. All students (trainees and non-graduates) will have to support a test exam, structured in a written assignment consisting of open questions on the program topics, and an oral interview. Voting, in thirty-five, will be the result of the two trials and, for thosewhofollow the course of the project elaborated and presented.n-house learning is also ensured by exam simulations and exercises, both without a vote.
During the course there will be special interest group with expert from the tourism sector