Tourism Marketing

Not applicable

The content of the subject will be conveyed through a framework of oral presentations, based on relevant texts and illustrative case studies. Searching for suggested bibliographical references and dealing with terms and concepts related to tourism marketing will be stimulated in classes and project works, which will allow students to undertake studies of academic and scientific nature with practical tenor.
Theoretical and practical classes will be implemented, using graphs and key-words to enhance relevant concepts.
Assessment is divided into two models. Regarding continuous assessment, there are two written tests (a worksheet (20%) and a test (40%)) and the development of a group project (30%). Attendance, participation and effort are also considered in the final mark (10%). In this model students must have more than 6 as final mark in the test (in a scale of 0-20). Final assessment results from the mark of an exam (100%).

– Identifying the marketing planning objectives and contextualizing the main steps in terms of methodology;
– Recognizing the various tourism promotion policies undertaken by some central, regional and local public institutions of national tourism;
– Identifying the various tourism promotion policies undertaken by some private institutions;
– Providing students with specific training to enable them to acquire skills in the area of Tourism Marketing;
– Developing students’ capacity of self-motivation, self-achievement and autonomy in the accomplishment of tasks they are responsible for, particularly in terms of research, analysis and use of knowledge;
– Preparing students for future practical situations, namely the development of studies and projects in tourism marketing.

1. The concept of Marketing
1.1 Definitions
2. Tourism Marketing
2.1 Definitions
2.2 Features of tourism marketing
2.3 Planning of tourism marketing
3. The Market
3.1 Introduction
3.2 Types of Market
3.3 Research
3.4 Segmentation
4. Digital Marketing: its importance in Tourism Industry
4.1 New technologies in marketing
4.2 Communicating through digital marketing
5. The variables of Marketing-mix
5.1 The Product
5.1.1 Definitions
5.1.2 Characteristics of tourism products
5.1.3 The life cycle of the product
5.1.4 Acting on the product
5.2 The price
5.2.1 Introduction
5.2.2 The structure of costs
5.2.2 The differentiation of price in tourism
5.3 The Place
5.3.1 Introduction
5.3.2 The distribution channels
5.4 The promotion
5.4.1 Introduction
5.4.2 Marketing communications mix
5.4.3 The stages of market communication development
5.5 Marketing-mix strategies
6. Features of Tourism Destination Marketing

• - Frequency - 60.0%
• - Individual and/or Group Work - 30.0%
• - Attendance and Participation - 10.0%

• - Exam - 100.0%

NAO

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

JACKSON, N. (2013). Promoting and Marketing Events – Theory and Practice. New York: Routledge.

KASTENHOLZ, E. (2006). O Marketing de Destinos Turísticos-o seu significado e potencial, ilustrado para um Destino Rural. Revista Turismo&Desenvolvimento, 6, 31-44.

KOTLER, P., BOWEN, J., MAKENS, J., & BALOGLU, S. (2017). Marketing for Hospitality and tourism (7th Ed.). Pearson.

KOTLER, P., KELLER, K., BRADY, M., GOODMAN, M., & HANSEN, T. (2009). Marketing Management. England: Pearson Education Limited.

MIDDLETON, V., FYALL, A., MORGAN, M. & RANCHHOD, A. (2009). Marketing in Travel and Tourism (4th ed.). Oxford: Butterworth-Heinemann.

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

RITA, P. & ANTUNES, J. (2014). A Importância do Marketing no Desenvolvimento de Destinos e Produtos Turísticos. In C. Costa, F. Brandão, R. Costa & Z. Breda (Eds.), Turismo nos Países Lusófonos: Conhecimento, Estratégia e Territórios (pp. 187-204). Lisboa, Escolar Editora.

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.