The aim is to enable students to identify and manage the main destination marketing tools. Several case studies at a national and international level will be analysed. Within the course, a team project will be realized to develop a destination marketing plan.
Introduction to destination marketing
- Places as destinations
- Tourism and sustainable development
- Destination management and governance
- Stakeholders in tourist destination
- Destination marketing plan
- Macro-trends and implications for the tourism industry
- Demand analysis
- Supply analysis
- Marketing research: qualitative and quantitative methodologies
- Strategic planning
- Segmentation and target market
- Market positioning and differentiation
- Marketing mix tools for tourist destination
- Destination branding: destination identity, image and positioning
- Communication mix and communication plan for destinations
- Digital and social media marketing
|Pike S.||Destination Marketing||Routledge||2008||capitoli 9, 10, 15, 19|
|Martini U. (a cura di)||Management e marketing delle destinazioni turistiche territoriali. Metodi, approcci e strumenti||McGrawHill||2017||Capitoli 1, 2, 3, 4, 6, 7, 8, 10|
|Kerin R.A., Hartley S.W., Pellegrini L., Massara F. e Corsaro D.||Marketing (Edizione 4)||McGraw-Hill||2020||9788838668319||Capitoli 2, 3, 4, 9, 14, 15|
The exam consists in an oral examination with five questions.
- level of knowledge about each topic related
- ability to link different topics
- ability to apply knowledge to real cases and situations;
- appropriate use of the technical language.
Attending students will have the opportunity to work in a team to create a marketing plan for a tourist destination. The score obtained will be considered in the overall evaluation.
Lungadige Porta Vittoria, 41 37129 Verona
VAT number 01541040232
Italian Fiscal Code 93009870234
© 2021 | Verona University | Credits