DESTINATION MANAGEMENT AND DIGITAL MARKETING LAB

Attività formativa monodisciplinare

Scheda dell'insegnamento - Syllabus

Anno accademico di espletamento:

2020/2021

Anno accademico di offerta:

2020/2021

Anno di offerta:

2020

Studenti immatricolati:

2020/2021

Tipologia di insegnamento:

A scelta dello studente

Tipo di attività:

Opzionale

Corso di afferenza:

Corso di Laurea Magistrale in INNOVATION MANAGEMENT FOR SUSTAINABLE TOURISM

Sede:

OLBIA

Settore disciplinare:

ECONOMIA E GESTIONE DELLE IMPRESE (SECS-P/08)

Lingua:

Inglese

Crediti:

Anno di corso:

Docenti:

DEL CHIAPPA Giacomo

Ore di attivita' frontale:

Prerequisiti:

No specific prerequisites exist.

Codice AF:

A002721

Metodi di valutazione

Modalita' di verifica dell'apprendimento:

Each student (attending classes or not) will be evaluated based on:
1) a written exam lasting 2 hours. The exam will consist of three theoretical open-ended to test the students’ understanding and application of main theories and concepts learned from the class.
1) a written report (possibly developed in team) of max. 30 pages (all included: text, tables, bibliographic sources) developed around a specific task assigned by the teacher at the beginning of the teaching module. The report will be empirically oriented. To develop the report, students might use primary data and/or secondary data.
Each theoretical question can obtain an evaluation ranging from 0 to 8 points. Hence, the maximum score that the student might achieve in the written exam will be up to 24/30. The written report can obtain an evaluation ranging from 0 to 6 points. The student will have passed the exam when the overall evaluation (written exam plus report) will be at least 18/30.

Periodo didattico

Secondo Semestre

Obiettivi formativi

The main educational goal of this LAB is to allow students to critically absorb theory and principles of destination management and digital marketing by encouraging them to actively engage individually and/or in teams in live projects (learning by doing/practicing), aimed at planning and implementing destination-based marketing and management projects, also relying on the use of digital and technology-based marketing strategies (digital storytelling, wearables-based destination experience design, robotization of destination experience, planning and implementing strategic intersection between technologies and stakeholders and tourists behaviors, etc.).
At the end of the teaching module the student will have acquired:

- knowledge and comprehension: understanding the main terms, concepts and characteristics of a tourist destination and its evolutionary dynamics, with attention to the issues of governance, branding and the role of ICTs and technologies 4.0 in shaping a destination experience.
- ability to apply knowledge and understanding: ability to apply the theoretical principles to guide destination marketing and management activities such as those related to destination planning, destination branding, community-based tourism development, and digitalization of destination experience.
- critical thinking: ability to apply the acquired knowledge to consciously interpret and evaluate the main problems related to destination marketing and management and to identify possible solutions (problem solving).
- communication skills: students will be invited to verbally interact (I.E student-teacher and peer-to-peer) to critically discuss about the course contents and to present/discuss a report or a business game specifically developed, individually or in team, around a particular topic identified with the teacher.
- learning skills: the course offers offer students the possibility to learn theoretical principles of destination and digital marketing while learning on how to use/implement them in practice.

Contenuti

Relying on the collaboration with public and/or private organizations somehow involved in destination management and marketing activities, this teaching module will be launched by presenting and discussing a destination-based project work/business game (e.g. planning and implementing a destination-based digital storytelling marketing, planning a destination-based thematic experience, planning and conducting a destination-based marketing research, digitalizing a destination-based tourism experience, etc.). During the lectures, the students will be provided with the principles of destination management and marketing that they need to develop their live projects. Particular attention will be given to business games aimed at planning and finding solutions to achieve higher tourism sustainability standards, relying on the triple bottom line approach (economic, environmental and socio-cultural environment) and adopting the triple-based destination sustainability perspectives (destination-based, community-based and visitor management based).

The main topics to be discussed during the teaching to support students in their live projects are as following:

Tourism destination: definition and basic principles
Destination stakeholders
Destination branding
Destination governance
Tourism sustainability and buttom-up branding
The advent of smart tourism destinations
Sustainable tourism and Information technology
Technology-enabled visitor experiences
Post-COVID destination marketing and tourism digitalization
E-privacy and cyber-security issues in technology advancement in tourism

Bibliografia consigliata

Benckendorff, P. J., Xiang, Z. & Sheldon Pauline J. (2019). Tourism Information technology (3rd edition). Cabi: Wallingford (capp. 2, 10, 11, 12).
Del Chiappa, G. e Bregoli, I. (2012). Destination branding development: linking together supply-side and demand-side perspectives (pp. 51-61). In Tsiotsou, R. H. and Goldsmith, R. E. (Eds). Strategic Marketing in Tourism Services. Emerald.
Presenza, A., Micera, R., Splendiani, S. e Del Chiappa, G. (2014). Stakeholder e-involvement and participatory tourism planning: analysis of an Italian case-study, International Journal of Knowledge-Based Development, 5(3), 311-328.
Baggio, R., Micera, R., Del Chiappa, G. Smart tourism destinations: a critical reflection, Journal of Hospitality and Tourism Technology.
Jacobsen, J. K. S., & Munar, A. M. (2012). Tourist information search and destination choice in a digital age. Tourism management perspectives, 1, 39-47.
Lund, N. F., Cohen, S. A., & Scarles, C. (2018). The power of social media storytelling in destination branding. Journal of Destination Marketing & Management, 8, 271-280.
Chen, N., Dwyer, L., & Firth, T. (2014). Effect of dimensions of place attachment on residents’ word-of-mouth behavior. Tourism Geographies, 16(5), 826-843.
Stokłosa, Ł., Marchiori, E., & Cantoni, L. (2019). Understanding the web maturity of Polish DMOs. Journal of destination marketing & management, 11, 192-199.
Cao, K., & Yang, Z. (2016). A study of e-commerce adoption by tourism websites in China. Journal of Destination Marketing & Management, 5(3), 283-289.
Lee, M., Hong, J. H., Chung, S., & Back, K. J. (2020). Exploring the Roles of DMO’s Social Media Efforts and Information Richness on Customer Engagement: Empirical Analysis on Facebook Event Pages. Journal of Travel Research, 1-20.
Uşaklı, A., Koç, B., & Sönmez, S. (2017). How'social'are destinations? Examining European DMO social media usage. Journal of destination marketing & management, 6(2), 136-149.
Kim, M. J., Lee, C. K., & Jung, T. (2020). Exploring consumer behavior in virtual reality tourism using an extended stimulus-organism-response model. Journal of Travel Research, 59(1), 69-89.
Marasco, A., Buonincontri, P., van Niekerk, M., Orlowski, M., & Okumus, F. (2018). Exploring the role of next-generation virtual technologies in destination marketing. Journal of Destination Marketing & Management, 9, 138-148.
Park, S., & Stangl, B. (2020). Augmented reality experiences and sensation seeking. Tourism Management, 77, 104023.
Tussyadiah, I. P., Wang, D., Jung, T. H., & tom Dieck, M. C. (2018). Virtual reality, presence, and attitude change: Empirical evidence from tourism. Tourism Management, 66, 140-154.
O’Connor P. (2020) Data Privacy and the Travel Sector. In: Xiang Z., Fuchs M., Gretzel U., Höpken W. (eds) Handbook of e-Tourism. Springer, Cham. https://doi.org/10.1007/978-3-030-05324-6_98-2
Paraskevas A. (2020) Cybersecurity in Travel and Tourism: A Risk-Based Approach. In: Xiang Z., Fuchs M., Gretzel U., Höpken W. (eds) Handbook of e-Tourism. Springer, Cham. https://doi.org/10.1007/978-3-030-05324-6_100-1

Modalità di erogazione

Convenzionale

Metodi didattici

36 hours (face-to-face and online teaching)

Traditional, interactive lessons and guest lectures. All the activities will be delivered by using, where useful, slides and multimedia materials.
All the materials (slides, papers and supplementary readings, informative materials, etc.) will be available also for students who will not constantly attend classes at the Learning Platform: https://edisea.uniss.it/

Contatti/Altre informazioni

For any information on how and when to have the possibility to meet the Professor, please visit the following website: www.edisea.uniss.it. Students can contact the professor by email (gdelchiappa@uniss.it), skype (ID: giacomo.del.chiappa) and WhatsApp (+39 393 90 26 400).

All the materials (slides, papers and supplementary readings, informative materials, etc.) will be available for students at the Learning Platform: https://edisea.uniss.it/

DESTINATION MANAGEMENT AND DIGITAL MARKETING LAB

Anno di corso: 1

Anno di corso: 2

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DESTINATION MANAGEMENT AND DIGITAL MARKETING LAB