MANAGEMENT OF TOURISM FIRMS
The Management of Tourism Business 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). 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 the problems of relations between such companies, networks and tourist destinations.
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 models of the different types of tourism enterprises, the competitive dynamics and the possible development and competitive strategies that can be implemented in the different territorial contexts and the main decisions of the marketing plan.
Ability to apply knowledge and understanding: at the end of the course, the student will be able to interpret the different business models of tourism companies, include the best practices of national and international companies, define possible strategic and operational decisions that will help to pursue competitive advantage in the national and international competitive scenario, dealing with operational aspects in the various business areas of tourism businesses.
Judgement: learning the management models of the tourism enterprises, the student will be able to understand the competitive dynamics, the critical success factors and the sources of competitive advantage of the tourist firms as well as the effectiveness of various management levers. 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 year students of the Bachelor Degree in Tourism Business Management and requires that they have learned the basic contents of business administration.
I Part (8 h):
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.
II Part (24 h):
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.
III 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.
IV Part (20 h):
The other hospitality business. The MICE industry, the PCO and the meeting planner. Air transport companies. Cruise companies. Tour Operators. Travel agencies. Online travel agents. Relationship between firms, network and tourist destination.
V 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.
I Part (8 h): Trends in tourism. Types of tourist businesses, networks and tourist destinations.
II Part (24 h): Fundamentals of economics and business management. The concept of value chain. The internal and external environment. Competitive environment analysis. Corporate and competitive strategies.
III Part (12 h): The hospitality industry and hotel chain. Quality and customer satisfaction in the hotel industry. Demand and production capacity balance and pricing policies.
IV Part (20 h): The other hospitality business. The MICE industry, the PCO and the meeting planner. Air transport companies. Cruise companies. Tour Operators. Travel agencies. Online travel agents. Relationship between firms, network and tourist destination.
V 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 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.
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).
The examination is based on a written test and an oral test. The written test, lasting 90 minutes, is structured in order to assess the student's achievement of the educational objectives. It includes 8 open-ended questions (7 questions are worth 4 points; 1 is worth 2 points). 3 questions concern sections I and II, 2 questions concern sections III and VI; the last question asks about a case study .
The oral test consists of a supplementary interview on the topics of the course syllabus. Only those who have passed the written test with a minimum mark of 18/30 or 18R (eighteen subject to reserve) can take the oral test. If the student reaches a minimum mark of 15/30 in the written test, he\she will be required to integrate his\her written test during the interview (in this case the maximum achievable grade is 18/30). The oral test is optional but mandatory in the following cases: 18R / 30 and from 27 onwards. Passing the written test gives the right to take the oral test only in the session in which the written exam was passed. The vote, out of 30, will be the result of the two tests.