Information and Communication in Tourism

Recommended Prerequisites

Not applicable.

Teaching Methods

In the theoretical classes, students acquire the necessary knowledge to build communication strategies adapted to the new reality of the tourism market. In the theoretical-practical they learn, through case studies and development of a final project with presentations, to apply the theoretical contents to practical contexts: creation of online / offline strategies for tourist communication. Agents and interest groups will be invited to enable closer contact with reality and discussion of ideas, allowing the development of personal communication skills.

Learning Outcomes

Goals of the course unit:

1. To understand that the consumer is, not only the centre of the tourist decision-making process, but also the main influence on other consumers;

2. To identify the importance of communication and new technologies at all stages of tourist purchases;

3. To recognize the new profile of the tourist offer which is influenced by a growing disintegration of sales through the numerous online distribution channels;

Skills to be acquired by students:

1. To analyse the new profile of the tourist market simultaneously as producer, actor and information and communication content viewer;

2. To recognize communication as a fundamental competitiveness factor within the global tourist market.

3. To draw up a communication policy for any tourist product or service that will be part of a competitiveness strategy within a globalised market.

4. To develop the personal information skills in several contexts.

Work Placement(s)

No

Syllabus

Module I

1.The Communication Process

2.Different forms of organizations' communication

3. Personal communication techniques

Module II

1.Introduction to Integrated Marketing Promotion

2.The role of Commucation and Promotion in the organization's Marketing strategy and image

3. Promotion and marketing-mix

4. Development of Integrated Marketing Promotion programs

5.Monitoring, evaluation and control of pronotion programs

Module III

1.Information and Promotion Technologies in Tourism

2. Trends in the evolution of promotion in Tourism

3. Buying travel online and the Sharing Economy

4. Social networks in the field of Tourism.

Head Lecturer(s)

Cláudia Patrícia de Almeida Seabra Moreira

Assessment Methods

Assessment
Frequency: 30.0%
Resolution Problems: 30.0%
Project: 40.0%

Bibliography

Abrantes, J., Seabra, C., Lages, C., & Jayawardhena, C. (2013). Drivers of in-group and out-of-group electronic word-of-mouth (EWOM). European Journal Marketing, 47(7), 1067-1088.

Buhalis, D. (2019). Technology in tourism-from information communication technologies to eTourism and smart tourism towards ambient intelligence tourism: a perspective article. Tourism Review, 75(1), 267-272.

Cooper, C., & Hall, M. (2018). Contemporary tourism: An international approach. Goodfellow.

Dionísio, P., Baynast, A., Rodrigues, J., & Brochand, B. (2010). Publicitor: Marketing 360º. Publicações D.Quixote.

Kotler, P., Setiawan, I., & Kartajaya, H. (2017). Marketing 4.0: Mudança do tradicional para o digital. Actual Editora.

Ribeiro, H., Amaro, S., Seabra, C., & Abrantes, J. L. (2014). Travel content creation: The influence of innovativeness, involvement and use of social media. Journal of Hospitality and Tourism Technology, 5(3), 245-260.