To introduce students to the basic characteristics of modern tourism and develop skills in recognizing and defining the elements that make up tourism as a system. Through the course, students will be introduced to understanding the importance and role of tourism in the economic system and its developmental advantages and disadvantages. Through project assignments, the goal is to motivate students to systematically research tourism and marketing applications in the tourism sector in order to be able to propose new tourism products, taking into account the attractors of tourist destinations and changes in tourist behavior.
1. Tourism market – principles, characteristics and subjects. Contemporary trends in global tourism trends. Tourism emitting and receptive markets of Europe. Tourist destination – concept and characteristics. Tourist demand – assumptions of formation, types and basic characteristics. Tourist supply – assumptions of formation and basic characteristics. Classification of tourist attractive resources. Tourist receptive capacities. Economic, sociological, cultural, spatial and ecological impacts of tourist traffic on tourist receptive space. Temporal and spatial concentration in tourism.
2. Understanding the marketing process in tourism and hospitality. The role of marketing in strategic planning. Development of marketing opportunities and strategies in tourism.
3. Development of the marketing mix in tourism and hospitality. Product management, brand decisions, building tourist loyalty through quality. Internal marketing.
4. Determining product prices in the hospitality and tourism industry. Distribution channels in the tourism market, travel agents, tour operators, specialists, hotel representatives, consortia, the internet, etc. Communication with the target market. Advertising, public relations, sales promotion, personal selling.
5. Electronic marketing in tourism and hospitality. Destination marketing. Marketing plan.
Application and control of marketing efforts - organizing the application, evaluation and control of marketing activities. Models of marketing organization in tourism catering companies.
1. Compare the possibilities and importance of specific types of tourism
2. Propose marketing strategies for a tourist destination taking into account attractive, communicative and receptive factors
3. Think critically about changes in tourist behavior
