Tourism Marketing
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Course informations
| Study program level |
Undergraduate |
| Study program |
Management |
| Study program direction |
Management of rural tourism |
| Course year |
2. |
| Course semester |
III |
| Course status |
Core |
| ECTS |
6 |
| Lectures (h) |
30 |
| Excercises (h) |
- |
| Seminars (h) |
22 |
Course objectives
- introduce to the students marketing in tourism as a modern market concept
- know how to properly apply market research results
- be able to create a marketing plan for an economic entity in tourism
Course outcomes
Name of the learning outcomes set: Methodology and models of researching the domestic market
Level: 6
- Identify and evaluate the potential of the domestic tourism market.
- Evaluate the methods of interviewing guests and consumers on the domestic tourism market.
- Validate guest behavior and how to make a purchase decision.
- Evaluate market trends in rural tourism on the domestic market.
- Evaluate the social, cultural, economic and environmental impacts on the movement of tourists on the domestic market.
Name of the learning outcomes set: Methodology and models of researching the foreign market
Level: 6
- Identify and evaluate the potential of the foreign tourism market.
- Evaluate the methods of interviewing guests and consumers on the foreign tourism market.
- Validate guest behavior and how to make a purchase decision.
- Evaluate market trends in rural tourism on the foreign market.
- Evaluate the social, cultural, economic and environmental impacts on the movement of tourists on the foreign market.
Name of the learning outcomes set: Valorizing the results of tourism market research
Level: 6
- Rank information about the competition and choose a model of competition analysis.
- To anticipate trends in the tourism and hotel industry in general and in rural tourism, and to valorize research results in order to improve business.
Name of the learning outcomes set: Introduction to the basics of marketing in tourism
Level: 6
- Evaluate the development of a marketing mix in tourism.
- Support the creation of a value brand as a trademark in the image creation function.
- Evaluate the development of new products that support the development of the brand.
Name of the learning outcomes set: Building client loyalty in tourism
Level: 6
- Valorize the impact of marketing tools, business strategy and information technology in order to understand the needs and wishes of the clients.
- Support the development of custom products for key clients to develop long-term relationships with them.
- To justify the development of a loyalty program in tourism.
Name of the learning outcomes set: Creating a strategic marketing plan
Level: 6
- Confirm strategic planning and processes involved in defining a corporate mission and setting goals.
- To justify the methodology of making marketing plans in tourism.
- Identify and valorize parts of a plan in accordance with a realistic market environment.
- Valorize the marketing concept 7 P and its constituent parts.
Course content
Significance and characteristics of marketing in tourism. Tourism and hospitality products market. Marketing research in tourism. Methodology and models of domestic and foreign tourism market research. Marketing program of tourist-caterers in rural tourism. Marketing communication. Marketing planning in tourism. Behavior of tourist consumers. Managing relationships with consumers and achieving loyalty.
