Strategic management of tourism and cultural business (2017/2018)

Course code
Name of lecturers
Marta Maria Ugolini, Antonella Toffali
Marta Maria Ugolini
Number of ECTS credits allocated
Academic sector
Language of instruction
Semester 1 dal Oct 2, 2017 al Jan 20, 2018.

Lesson timetable

Go to lesson schedule

Learning outcomes

The course aims to introduce managerial tools and models applied to cultural organizations. The organizations considered are theatres, libraries and archives, museums and archaeological areas, festival, attractions. A module is dedicated to accommodation business and its management. The theoretical contents will be completed with professionals’ invited speeches from tourist and cultural organizations.


- The hotel business in the tourism system
- Processes of production and service provision in the hotel industry
- Hotel competitive strategies
- Basic elements of hotel management: brand, management, facilities
- Marketing policies in hotel industry
- Quality and customer satisfaction in the hotel industry
- A conceptual map for service quality
- Balancing demand and production capacity, pricing policies
- Organization and operational management of a hotel business
- Specificities of the cultural sector in Italy
- Cultural sector in its narrow sense and in a broad sense (cultural businesses)
- Baumol disease and public intervention in culture
- Evaluation of the economic impact of a cultural organization / event in the territory
- Culture as a tourist attraction factor
- Tourism and culture: synergy or antithesis
- Management of the various cultural organizations: museums, libraries, theatres, cultural festivals

Reference books
Author Title Publisher Year ISBN Note
Mauri Aurelio G. Le imprese alberghiere. Strategie e marketing (Edizione 2) Mc Graw Hill 2011 9788838672552 Printed on demand
Solima Ludovico L'impresa culturale. Processi e strumenti di gestione (Edizione 1) Carocci 2004 8843030299

Assessment methods and criteria

The exam consists of an oral test, aimed at evaluating both accurate knowledge and critical view of the course topics.
To achieve the levels of excellence, the student will have to demonstrate ability to identify links and relationships and to apply the tools to different contexts.

Erasmus Students are asked to contact Prof. Ugolini during tutorial hours at the beginning of the teaching period