Place Branding, Management, and Marketing in Tourism

Recommended Prerequisites

Theoretical knowledge about the research process, data analysis in Social Sciences. Knowledge of the English language equivalent to level B1 in written comprehension skills, to read recommended and/or relevant bibliography in this curricular unit.

Teaching Methods

The theoretical and expository approach will serve only to establish a framework of reference. Portuguese and foreign case studies will enable students to deepen existing knowledge, acquire a multifaceted perspective on marketing, branding, and management strategies for tourist destinations, and develop comparative and critical analysis skills. The analysis of different materials, namely scientific papers and reports will allow students to develop research, reflection, and discussion skills.

Learning Outcomes

Goals of the course unit:

G1. Know the diversity of tourism destinations, current issues, challenges and organizational structures for destination management and place branding strategies;

G2. Recognize the consumer as the central element of tourist destination marketing strategies;

G3. Understand the importance of marketing in the development of tourist destinations;

G4. Analyze the critical elements of place branding and understand its importance for the positioning and competitiveness of destinations.

Skills to develop:

S1. Problematization of the various critical factors that impact the image of tourist destinations today;

S2. Critical analysis of national and international branding, rebranding and branding refresh strategies;

S3. Understanding the multidimensionality of the tourist experience and its relevance for the integration of local communities and tourist loyalty;

S4. Assessment of destination image management strategies in risk and disaster situations.

Work Placement(s)

No

Syllabus

1. Management of tourist destinations

1.1. Tourism destinations: current issues and challenges

1.2. Organizational structures

2. Tourism Marketing

2.1. New consumer trends in the tourist market

2.2 Marketing in the development of tourist destinations

2.3. Risks and tourism activity.

3. Place branding

3.1. The life cycle of tourist destinations

3.2. Place brands and urban regeneration

3.3. Organization of events and image of destinations

3.4. Challenges of the tourism system: quality, sustainability and innovation.

Assessment Methods

Assessment
Synthesis work: 20.0%
Laboratory work or Field work: 20.0%
Resolution Problems: 20.0%
Research work: 40.0%

Bibliography

Dolnicar, S. (2022). Market segmentation for e-tourism. In Handbook of e-Tourism (pp. 849-863). Springer International Publishing.

Kotler, P.; Kartajaya, H.; Setiawan, I. (2021). Marketing 5.0: Technology for Humanity. John Wiley & Sons Inc.

Perez, W. (2022). Tourism destination management. States Academic Press.

Morrison, A. (2023). Marketing and managing tourism destinations. Routledge.

Seabra, C., & Korstanje, M. E. (Eds.) (2023). Safety and Tourism. Emerald Publishing Limited.

Viol, M., Todd, L., Theodoraki, E., & Anastasiadou, C. (2018). The role of iconic-historic commemorative events in event tourism: Insights from the 20th and 25th anniversaries of the fall of the Berlin Wall. Tourism Management, 69(2018) 246-262.

Xu, X., Kirillova, K., & Lehto, X. (2022). Travel and life: A developmental perspective on tourism consumption over the life course. Tourism Management, 89(2022) 104447.