Tourist Destinations Marketing

Not applicable

Within the scope of this course, it is considered important to frame the content in an oral presentation approach, based on illustrative case studies. Students will be encouraged to consult reference works in the bibliography and to apply concepts related to Tourism Marketing in group work, which will enable them to develop academic and scientific studies with a practical component. Group work will be carried out in class, in which students will be able to analyse and prepare the presentation of case studies. Theoretical and practical classes will be taught, using graphics and keywords to frame the most relevant content, exemplifying the concepts and situations analysed. As far as assessment is concerned, two models are proposed (see the relevant field). 

Stimulate critical thinking in relation to the basic concepts of tourism marketing; – Emphasise the importance of applying appropriate marketing strategies and techniques to specific contexts in the tourism industry; – Encourage students’ critical perspective in researching and applying marketing strategies in different case studies; – Evaluate the effectiveness of marketing techniques in tourist destinations and recognise the importance of applying concepts and methods that can be adapted to these areas with a view to the success of companies operating in the sector; – Develop in students a capacity for self-motivation, self-realisation and autonomy in carrying out the tasks they are assigned, particularly in terms of research, analysis and use of knowledge; – Prepare students for future practical situations in the preparation of studies and projects in the area of Tourism Marketing.

1 General principles of Marketing 1.1 Basic concepts and new approaches to Marketing; 2 Tourism Marketing and the characteristics of services 2.1 Characteristics of services in Tourism; 2.2 Characteristics of Tourism Marketing and its evolution; 3 The Marketing environment 3.1 Market analysis in Tourism Marketing; 3.2 The “Business to Consumer” process – analysis of consumer behaviour; 3.3 Market segmentation, targeting and positioning; 3. 4 Strategic Marketing Planning; 4. Digital Marketing and Social Networks in the Tourism Industry 4.1 New technologies in Marketing as strategic tools; 4.2 Communication through digital marketing as a way of increasing companies’ competitiveness; 5. Marketing-mix variables 5.1 Product 5.2 Price 5.3 Distribution 5.4 Market Communication 6. Characteristics of Tourism Destination Marketing 6.1 Competitiveness of tourist destinations and the role of DMOS.

• - practical work - 50.0%
• - written test - 50.0%

• - Group work - 50.0%
• - Presence in sessions with activities - 10.0%
• - Individual work - 40.0%

NAO

Gronröos, C. (2007). Service Management and Marketing: Customer Management in Service Competition (3rd Ed.). West Sussex, England: John Wiley & Sons Ltd.

Kastenholz, E. (2004). «Management of Demand» as a Tool in Sustainable Tourist Destination Development. Journal of Sustainable Tourism, 12, 5, 388-408.

Kotler, P., Keller, K., Brady, M., Goodman, M., & Hansen, T. (2009). Marketing Management. Pearson Education Limited, England.

Pike, S., & Page, S. (2014). Destination Marketing Organizations and destination marketing: A narrative analysis of the literature. Tourism Management, 41, 202-227.

Sarmento, E., Abranja, N. & CArvalho, R. (2022). Plano de Marketing e Marketing digital na hotelaria e turismo. Lidel – edições técnicas-

Xiang, Z., Magnini, V., & Fesenmaier, D. (2015). Information technology and consumer behavior in travel and tourism: Insights from travel planning using the internet. Journal of Retailing and Consumer Services, 22, 244-249.