ORGANIZATION AND PLANNING OF TOURISM
Lecturer: Prof. Giacomo Cavuta
Degree Course: CLEC / M (9 CFU)
Department of affiliation: DEc
Telephone number: +39 085 4537579
Email: giacomo.cavuta@unich.it
Days and hours of reception: Monday 10: 00-11: 30; Friday 10: 00-11: 30
Semester: I.
Objectives: The teaching aims to provide the tools
theoretical and methodological necessary for the interpretation of the processes of
tourism organization and planning. A first part dedicated to
study of the geography of places will allow, through illustration
of a case study, to understand what are the spatial typologies of
tourist destination, highlighting the main organization models
of the territorial areas. In the second part we will focus on the techniques
marketing management of the tourism sector for the planning of
strategies of attraction of the territory, identifying the characteristics, the
criticality and the role of operators in defining programs and plans
marketing for the management of the tourism product. The continues and
progressive evolution of the hospitality sector, characterized by intense
changes in the supply and consumption processes of products and services
tourism, requires a broader reflection on the processes of
digitization and distribution of information relating to
destination and sector operators. In this regard, one part is
dedicated to deepening the role of social media as a tool
for the continuous co-creation of value in the customer-operator interchange.
Finally, a focus will be dedicated to the main processes for reconversion and
the rebalancing of internal marginal and / or peripheral areas with a view to
tourism development of the destination.
Course program
Part I:
Multi-purpose tourist spaces
The specialized tourist spaces
The types of regional tourist spaces: foundations and definitions
Problems related to nature and man
Spaces and tourism policies
Part II:
Introduction: tourism marketing
Services in tourism marketing
The role of marketing in strategic planning
The marketing environment
Information systems and marketing research
Buying behavior in consumer markets and in
organizations
Segmentation, choice of target markets and positioning
Design and management of products and brands
Strategies and techniques for the definition of the price
The distribution channels
Communication and promotional mix
Direct marketing and digital marketing
Word of mouth, social media and customer reviews
Destination marketing
The Marketing Plan
Part III:
analyze the attractiveness of the tourism system
destination branding strategies
UNESCO recognition as a driver of territorial attractiveness
major events as territorial attractors
interpret the quality of life as an actor of attractiveness
public / private partnerships for resilience and local development
Teaching methods: Lectures in the classroom, exercises and case studies,
seminars. At the student's discretion, a
in-depth thesis on a case study agreed with the teacher
and concerning one of the topics indicated in the program.
1. Lozato-Giotart J.-P., "Geography of Tourism", (Italian edition edited by
Fiorella Dallari), Milan: Hoepli, 2008. (limited to chapters 5, 6, 7, 8
and 9).
2. Kotler P., Bowen J. T., Makens J. C., Baloglu S., "Tourism Marketing",
Seventh Edition, (Italian edition edited by Aurelio G. Mauri), Milan-
Turin: Pearson Italy, 2018.
3. Valdemarin S. Lucia M.G "Geography of territorial attractiveness" Pearson Italy, 2022 (excluding chapters 6 - 7 - 8 - 9)
Learning assessment procedures: The assessment of
skills will include a final oral interview that will focus on the topics
covered during the course and indicated in the program. To the students
who intend to develop the in-depth thesis will be given the
possibility to present the main results of the case study developed
during the first part of the final oral interview.