Università degli Studi di Napoli "Parthenope"

Teaching schedule

Academic year: 
2017/2018
Belonging course: 
Course of Bachelor's Degree Programme on TOURIST FIRM MANAGEMENT
Disciplinary sector: 
MANAGEMENT (SECS-P/08)
Credits: 
6
Year of study: 
3
Teachers: 
Cycle: 
Second semester
Hours of front activity: 
48

Language

Italian

Course description

The course in Destination Management provides students with a methodology of inquiry, theoretical models, national and international best practices which are functional to the understanding of competitive dynamics amongst tourism destinations. First, main structural changes and global scenarios are defined; afterwards principles of destination management and marketing as well as the relative managerial tools are presented.

The learning objectives of the course are:

Knowledge and Understanding: the student has to reach an understanding of structural changes in the global tourism arena and of the competition amongst destinations, main successful models of destination management and marketing and the related tools to improve tourism destination competitiveness.

Knowledge application ability: at the end of the course, the student will be able to interpret diverse models of destination management and marketing, understand best practices of national and international destinations, define potential strategic and marketing decisions to improve competitiveness and sustainability of the destination within the global arena.

Ability of autonomous assessment: once models of destination management and marketing are learnt, the student will be able to understand the competitive dynamics, critical success factors, effectiveness of the different managerial and marketing leverages. Through the elaboration of project works, the student will acquire the ability to interpret tourism destination and will develop a problem solving attitude.

Communication skills: the student has to be able to reply in a clear and exhaustive way to the questions included in the test for examination, as well as to the questions during the oral examination. Through the presentation of the project works, the student will develop, then, the ability to build a PPT presentation, to explain his/her own analysis in brief and underline the best practices as well as the limitations of the analysed cases.

Learning ability: the student has to show a good learning ability by deepening his/her knowledge based on bibliographic references of relevance to the field of study. The student will have, then, to show an ability to apply the built knowledge to various managerial problems and to the elaboration of strategic choices and models within different national and international contexts.

Prerequisites

The course is meant for students in the Bachelor degree in Management of Tourism Businesses, third year programme and it requires basic knowledge in tourism business management: business strategies, value chain, strategic analysis, tourism and hospitality business and tourism markets (cruise, MICE, travel agencies, OLTA, tour operators, etc.).

Syllabus

Block I (9 hours): Competitiveness and sustainability of tourism destination within global scenario. Tourist systems and tourism destinations: theoretical aspects and methodologies. The concept of tourism destination and diverse configurations and perspectives. Destination Management.

Block II (12 hours): Tourism governance and Destination Management Organizations. Stakeholder Engagement in destination management. Configurations of tourism contexts: theoretical aspects and case study.

Block III (12 hours): Destination marketing. The relation between tourism marketing and place marketing. Tools of tourism marketing and place marketing. Evolution of the Web and destination marketing. Brand Management. Configurations of tourism contexts and place branding.

Block IV (9 hours): Innovation and development of destinations. Technology and smart tourism destination management. Culture-based tourism development, cultural economy and creativity.

Block V (6 hours): Elaboration of project works. Students will analyse specific national and international destinations by highlighting competitive leverages and critical success factors. Presentation will leave room to discussions that will allow an integration with theoretical contents introduced during the course.

Block I (9 hours): Competitiveness and sustainability of tourism destination within global scenario. Tourist systems and tourism destinations: theoretical aspects and methodologies. The concept of tourism destination and diverse configurations and perspectives. Destination Management.

Block II (12 hours): Tourism governance and Destination Management Organizations. Stakeholder Engagement in destination management. Configurations of tourism contexts: theoretical aspects and case study.

Block III (9 hours): Destination marketing. The relation between tourism marketing and place marketing. Tools of tourism marketing and place marketing. Evolution of the Web and destination marketing. Brand Management. Configurations of tourism contexts and place branding.

Block IV (12 hours): Innovation and development of destinations. Technology and smart tourism destination management. Culture-based tourism development, cultural economy and creativity. Destination performance assessment approaches.

Block V (8 hours): Elaboration of project works. Students, by working in groups, will analyse specific national and international destinations by highlighting competitive leverages and critical success factors. Presentation will leave room to discussions that will allow an integration with theoretical contents introduced during the course.

Teaching Methods

The course will be organized in lectures, seminars and group works. The programme will be developed following not only a theoretical approach but also a practical one. Interactive lectures and case study are included and they will provide an opportunity to verify the students’ learning progresses.

Textbooks

Formato, R., Presenza, A. (2018). Management della Destinazione Turistica. Franco Angeli. (chapters 1, 3, 4, 7, 8).
Martini, U. (2017). Management e marketing delle destinazioni turistiche territoriali. McGraw Hill, Milano. (chapters 3, 5, 7)
Trunfio M., & Della Lucia, M. (2019). Engaging Destination Stakeholders in the Digital Era. The best practice of Italian regional DMOs, Journal of Hospitality & Tourism Research, 43(3): 349-373.
Additional materials will be provided by the lecturer on the MSTeams channel dedicated to the course.

Learning assessment

The exam is based on a colloquium. The colloquium aims to assess the students’ achievement of the learning objectives. It is composed of questions grouped in 4 thematic areas. Among the 4 thematic areas grouping the questions, 2 are meant to assess the achievement of the learning objectives in relation to the contents of Block 1-2 and 5, while 2 thematic areas concern topics and cases taught in Block 3-4 and 5. Each thematic area is assessed from 0 to 7.5. The student has to answer these questions by explaining concepts and models and by discussing cases and practical applications, showing the ability to analyse and understand the managerial implications.
The students regularly attending to classes have the opportunity to develop an individual project work which will be part of the average for the final mark, following the instructions given by the lecturer during the course. The lecturer will provide the details of the tasks to develop during the lectures (the project is not substitute for the test). A 20 mins presentation of each project work will be followed by 10 mins discussion in the class.

For the students doing the exam since December 2020, the exam is a written text, during 60 mins, and composed of 4 themes, each assessed from 0 to 7.5 points. A colloquium can complete the assessment if necessary and it is accessible for those who obtained at least 18/30 or 18R.

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