Strategic management of tourism and cultural business (2019/2020)

Course code
Name of lecturer
Marta Maria Ugolini
Marta Maria Ugolini
Number of ECTS credits allocated
Academic sector
Language of instruction
I semestre (Lingue e letterature straniere) dal Sep 30, 2019 al Jan 11, 2020.

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 the accommodation business and its management. The theoretical contents will be completed with professionals’ invited speeches from tourist and cultural organizations. At the end of the course the students will be able to identify the presence of management- and marketing-oriented behaviours within cultural organizations and accommodations businesses.


1. The features of the cultural sector
The perspective / The cultural sector. The most recent evolution / The role of technology / Cultural enterprises, cultural industries and creative enterprises / The debate on state intervention / The topic of accessibility
2. Cultural enterprises
The theoretical framework / The actors of the system / An overview
3. Culture and local development
The territorial dimension and cultural tourism / From the industrial district to the advanced cultural district / The UNESCO sites / The creative cities UNESCO / The European Capitals of Culture / The Italian Capitals of Culture
4. The toolbox for culture
Strategic planning / Cultural demand and audience development activities / Participatory planning / Institutional communication and Annual Report / Cultural project management / Performance indicators / Economic impact assessment
5. New technologies
The impacts of technology in the cultural sector / The Internet / Social media networks / The mobile devices / Virtual reality and augmented reality / The gamification / Modeling and 3D printing / The future at the present: Internet of Things, Big Data and Artificial intelligence
6. The financing of the cultural sector
The reasons for a reflection / The theme of sustainability / Management balances / Volunteering / The sources of funding

- 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

Reference books
Author Title Publisher Year ISBN Note
Mauri Aurelio G. Le imprese alberghiere. Strategie e marketing (Edizione 2) Mc Graw Hill 2011 9788838672552
Solima Ludovico Management per l'impresa culturale (Edizione 1) Carocci 2018 9788843088287

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