Università degli Studi di Napoli "Parthenope"

Teaching schedule

Academic year: 
2020/2021
Belonging course: 
Course of Bachelor's Degree Programme on MANAGEMENT DELLE IMPRESE TURISTICHE
Disciplinary sector: 
MANAGEMENT (SECS-P/08)
Language: 
Italian
Credits: 
9
Year of study: 
3
Teachers: 
Cycle: 
Second semester
Hours of front activity: 
72

Language

Italian

Course description

Main themes of the course are: Competitiveness and sustainability of tourism destinations within the global scenario. Tourist systems and tourism destinations: theoretical and methodological frameworks. The concept of tourism destination and the diverse configurations and perspectives. Stakeholder engagement for competitiveness and sustainability of minor destinations. Destination management and Destination marketing. Tourism governance and Destination Management Organizations. Stakeholder engagement in destination management. Configurations of tourism contexts: theoretical aspects and case studies. The relation between tourism marketing and place marketing. Tools of place and tourism marketing. Web evolution and destination marketing. Brand Management.
Case studies of destination management.

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, features of hospitality and tourism business and tourism markets (cruise, MICE, travel agencies, OLTA, tour operators, etc.)

Syllabus

Main themes of the course are: Competitiveness and sustainability of tourism destinations within the global scenario. Tourist systems and tourism destinations: theoretical and methodological frameworks. The concept of tourism destination and the diverse configurations and perspectives. Stakeholder engagement for competitiveness and sustainability of minor destinations. Destination management and Destination marketing. Tourism governance and Destination Management Organizations. Stakeholder engagement in destination management. Configurations of tourism contexts: theoretical aspects and case studies. The relation between tourism marketing and place marketing. Tools of place and tourism marketing. Web evolution and destination marketing. Brand Management.
Case studies of destination management.
More in details:
Block I (12 hours): Definitions of destination, configurations and development trajectories. Competitiveness and sustainability of tourism destination within global scenario. Tourist systems and tourism destinations: theoretical aspects and methodologies. Destination Management: approaches and models.
Block II (7 hours): St Gallen’s Model for Destination Management, strategic visitors’ flows, practices of tourism experience design.
Block III (12 hours): Tourism governance and Destination Management Organizations. Stakeholder Engagement in destination management. Configurations of tourism contexts: theoretical aspects and case studies.
Block IV (7 hours): Destination management lab (case analysis and application of destination building and management models).
Block V (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.
Block VI (7 hours): Place brand management (variables, strategies and the limits of place branding) and destination branding: brand building and destination brand experience.
Block VII (7 hours): Innovation and development of destinations. Technology and smart tourism destination management.
Block VIII (8 hours): Elaboration and presentation of project works, followed by class discussion.

Block I (12 hours): Definitions of destination, configurations and development trajectories. Competitiveness and sustainability of tourism destination within global scenario. Tourist systems and tourism destinations: theoretical aspects and methodologies. Destination Management: approaches and models.
Block II (7 hours): St Gallen’s Model for Destination Management, strategic visitors’ flows, practices of tourism experience design.
Block III (12 hours): Tourism governance and Destination Management Organizations. Stakeholder Engagement in destination management. Configurations of tourism contexts: theoretical aspects and case studies.
Block IV (7 hours): Destination management lab (case analysis and application of destination building and management models).
Block V (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.
Block VI (7 hours): Place brand management (variables, strategies and the limits of place branding) and destination branding: brand building and destination brand experience.
Block VII (7 hours): Innovation and development of destinations. Technology and smart tourism destination management.
Block VIII (8 hours): Elaboration and presentation of project works, followed by class discussion.

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 lab activities are included, providing an opportunity to verify the students’ learning progress.

Textbooks

Bazzanella, A., Beritelli P., Grigolli, P. (2020). Destination Management (R)evolution. Il Trentino come laboratorio di innovazione turistica (2002-2020), Franco Angeli. (Parte I: capitoli 2, 3, 4; Parte II: 2,3,5; Parte III: 2-3-4)
Formato, R., Presenza, A. (2018). Management della Destinazione Turistica. Franco Angeli. (capitoli 1, 3, 4)
Martini, U. (2017). Management e marketing delle destinazioni turistiche territoriali. McGraw Hill, Milano. (capitoli 3, 7, 8)
Pasquinelli, C., (2017). Place branding. Percezione, illusione e concretezza, Aracne. (capitolo 1).

Lectures materials and additional readings will be provided by the lecturer and will be available on MSTeams channel dedicated to the course.

Learning assessment

The exam is based on a written test and a colloquium. The test, lasting 90 minutes, aims to assess the students’ achievement of the learning objectives. It is composed of questions grouped in 6 thematic areas. Each thematic area is assessed from 0 to 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 colloquium is meant to complete the assessment and can be accessed by those students whose written test achieved the score of 18/30 or 18R. If necessary to complete the evaluation, the student discusses additional questions to integrate the final mark.
The students regularly attending to classes have the opportunity to develop a project work which will be considered for the final assessment, 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. A written summary of the project (about 700 words) has to be delivered.

More information