Home / Marketing of Tourism Businesses and Destinations

Marketing of Tourism Businesses and Destinations

Course Code:

204

Semester:

2nd Semester

Course Hours:

3

ECTS:

5


Course Tutors

Ourania Vitouladiti

Course Outline

Learning Outcomes

The course aims to help the postgraduate student to delve into the principles and philosophy of Marketing of tourism businesses and destinations.

After successfully attending this course, the student will be able to:

  • Describe the structure and characteristics of tourism demand and supply in relation to marketing philosophy.
  • Analyze the characteristics of tourism businesses, hospitality, tourism organizations and destinations.
  • Describe the content of marketing and digital marketing in the operating contexts of tourism businesses, organizations and tourist destinations.
  • Describe and analyze the impact of digital marketing and all its content on the operation of tourism businesses, organizations and destinations.
  • Analyze the content and utility of tourism market research at both business and destination levels.
  • Describe the segmentation process of the tourist market at the Greek and international level as well as the targeting and positioning of tourist businesses and destinations.
  • Analyze the content of the tourism marketing mix.
  • Analyze strategic planning and planning in the context of tourism marketing.
  • Analyze the process of planning marketing strategies in tourism businesses and organizations.
  • Analyze the process of planning marketing strategies in tourist destinations.
  • Analyze brands but also branding businesses and tourist destinations.

 

General Competencies

  • Search, analysis and synthesis of data and information, using the necessary technologies
  • Decision making
  • Promotion of free, creative and inductive thinking
  • Work in an international environment
  • Generation of new research ideas

 

Syllabus

  • Marketing of tourism businesses and destinations-Concepts-Definitions.
  • Tourism, hospitality businesses. Tourist organizations and destinations.
  • Tourist destinations at national and international level
  • DMOs. Greek and international reality
  • Segmentation-Targeting the tourist market.
  • Placement
  • Tourism market research.
  • Product: brand name, differentiation, product analysis.
  • New product development, product life cycle, product and service specificities.
  • Life cycle of tourist destinations.
  • Promotion and communication mix in the context of tourism businesses and organizations and destinations: communication models, objectives and strategies.
  • Distribution channels, intermediary policy.
  • Price in the tourist market: factors shaping the price, types of pricing.
  • Marketing and digital marketing strategies in tourism. E-marketing in the context of organization and operation of tourist businesses, organizations and destinations.
  • Internal marketing and tourism businesses.
  • Tourism organizations, destination management agencies and internal marketing.