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Tourism Marketing

Code 12216
Year 1
Semester S1
ECTS Credits 4
Workload TP(12H)
Scientific area Marketing e Estratégia
Entry requirements NA
Learning outcomes - To stimulate students' understanding of tourism as an international social, economic, geographic and cultural phenomenon, whose marketing needs to be adapted to the specificity of the product and the market;
- Stimulate the understanding of the role of tourism in today's consumer markets, its role in the economy and society;
- Stimulate the understanding of the specificity of Marketing in the tourist context, considering unique tourist services and the destination providing a "global tourist product", as well as the particularity of the tourist experience sought and lived;
- Sensitize students about the main theoretical discussions in the area (the most important concepts about marketing and consumer behavior in the field of tourism);
- To sensitize students about particular methodological approaches that can be used in empirical studies aiming at a better understanding of the phenomena, from a marketing perspective;
- To encourage students to identify research gaps
Syllabus 1. the phenomenon of tourism, its definition and nature as a relevant human, social, cultural and economic reality;
2. tourism as a field of study, with various scientific angles and interdisciplinary approaches;
3. the role of tourism in the economy and society - statistical data on tourism and its evolution, tourism impacts;
4. the specificity of tourism consumption and corresponding research on consumer behaviour in tourism (e.g. push versus pull motivations, traveller's career, destination image formation, tourist loyalty, seasonality, spatial behaviour in tourism, the 'global tourism experience', the 'before-durantee - after-trip' cycle of experience)
5. the specificity of the tourism product as a complex service, place and experience and implications for the marketing of destinations
6. innovative approaches to tourism research and further discussion on specific topics chosen, worked on and presented by students
Main Bibliography Crouch, G. and Ritchie, B., 1999, “Tourism, Competitiveness, and Societal Prosperity”, Journal of Business Research, 44 (3), pp. 137-152
Kastenholz, E. 2004. “Management of Demand as a Tool in Sustainable Tourist Destination Development”, Journal of Sustainable Tourism, Vol. 12, No. 5, pp. 388-408.
Novelli, M., Schmitz, B. e Spencer, T. 2006 ‘Networks, clusters and innovation in tourism: A UK experience’ Tourism Management, 27: 1141-1152
Ritchie, J. R. B., & Hudson, S. (2009). Understanding and Meeting the Challenges of Consumer/Tourist Experience Research. International Journal of Tourism Research, 11(2), 111-126.
Teaching Methodologies and Assessment Criteria Students will analyze specific topics through literature review in relevant scientific journals in tourism, leisure and marketing, extending the review to other relevant fields, depending on the topic. The review will be presented as a written work, as well as presented orally and discussed in class.
Language Portuguese. Tutorial support is available in English.
Last updated on: 2021-09-15

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