Tourism Destination Marketing
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Course informations
| Study program level |
Graduate |
| Study program |
Management |
| Study program direction |
Destination management |
| Course year |
1. |
| Course semester |
II |
| Course status |
Core |
| ECTS |
6 |
| Lectures (h) |
30 |
| Excercises (h) |
- |
| Seminars (h) |
30 |
Course objectives
- Establish practical and theoretical knowledge in the field of destination marketing
- Understand market trends and their impact on the main elements of the marketing sphere
- Apply knowledge on practical examples
Course outcomes
- Identify the marketing opportunities provided by the environment with an emphasis on the e-environment of the tourism destination
- Conduct a macro and micro environment analysis of tourism destinations
- Create a marketing plan for a given tourism destination
- Recommend the e-marketing strategy of the given tourism destination
- Conduct a qualitative analysis of a destination’s web sites
Course content
Conditions for developing a tourism destination. Tourism destination and marketing implications. Choice of tourism destination in the context of tourist behavior as a consumer. Marketing destination management process. Tracking the marketing destination of a tourism destination. Specialties of a destination’s tourism product. Market cycle of tourism products and development of new products in the destination. The tourism product of the destination market - changes in tourism offer and demand. Market research and segmentation of the tourism product of the destination market. Communicating a tourism destination with the market. Marketing activities in the function of tourism destination product placement. Marketing in attracting potential customers to the destination. Marketing of special events in a tourism destination. Marketing of tourism destinations in the function of adopting and applying the conception of the development of the future. E-marketing of tourism destinations: the importance of the web in tourism, e-tourism promotion, online booking systems, destination tourism centers, qualitative analysis of destinations.
