Tourism Marketing

Recommended Prerequisites

NA

Teaching Methods

The subject is organized around theoretical and practical classes. Theoretical classes allow the transmission of essential knowledge, based on expository methods using marketing tools. The practical classes aim to deepen the knowledge acquired, allowing the analysis of practical cases and the realization of work. The work will lead to the collection and processing of data in order to generate information critical to the development of marketing strategies. Students are invited to create a complete marketing plan for new tourism products.

Learning Outcomes

Goals of the course:

A.1. To provide students with general marketing knowledge for a competitive position in the tourism market;

A2. To know the segmentation and targeting processes and raise awareness about the importance of these tools in the strategic planning of tourism, leisure and heritage organisations;

A3. To develop the skills of analysis and constructive criticism around marketing decisions.

Skills to develop:

B1. Development of the ability to apply theoretical knowledge in a practical context;

B2. Design of specific marketing plans for activities around tourism, leisure and heritage;

B3. Analysis of tourist services (national and international) with a special focus on S.W.O.T. extrapolating this analysis to tourism marketing strategies;

B4. Articulation of a correct application of the marketing-mix of services (Price, Product, Promotion, Placement, People, Process and Physical Evidence).

Work Placement(s)

No

Syllabus

1. Introduction to Tourism Marketing

2. Characteristics and specificities of tourism products

3. Information Systems and Tourism Marketing

   3.1 Data analysis and study of the Tourist Market

4. The Tourism Marketing Environment

   4.1. Analysis of the environment

   4.2. The size and structure of the tourism market

   4.3. Competition Analysis

5. The behavior of tourist consumers

6. Market segmentation, target and positioning of the tourism product

7. Tourism Marketing management

   7.1. Development of the Tourism Marketing strategy

   7.2. Positioning management

   7.3. The expanded marketing-mix

     7.3.1. Product

     7.3.2. Price

     7.3.3. Placement

     7.3.4. Promotion

     7.3.5. Process

     7.3.6. People

     7.3.7. Physical Evidence

8. Service quality management and consumer satisfaction

9. New trends in Tourism Marketing

10. Marketing of tourism destinations

Head Lecturer(s)

Cláudia Patrícia de Almeida Seabra Moreira

Assessment Methods

Assessment
Frequency: 50.0%
Project: 50.0%

Bibliography

Cooper, C., & Hall, M. (2018). Contemporary tourism: An international approach. (4th Ed). Goodfellow.

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

Kotler, P., Bowen, J., Makens, J., & Baloglu, S. (2020). Marketing for hospitality and tourism. London: Prentice Hall.

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

Morrison, A. M., &  Coca-Stefaniak,  J. A. (Eds.) (2021). Routledge handbook of tourism cities. Routledge.

Rather, R. A. (2020). Customer experience and engagement in tourism destinations: The experiential marketing perspective. Journal of Travel & Tourism Marketing, 37(1), 15-32.

São disponibilizados aos alunos relatórios e estudos atualizados do UNWTO, WTTC, Euromonitor e European Travel Commission | Up-to-date reports and studies from UNWTO, WTTC, Euromonitor and European Travel Commission are made available to students.