Starting from the assumption that the sustainable development of a tourist area depends more and more on the management of the decision-making processes that guide its offer, promotion and marketing policies, the course deals with the theme of marketing and management of tourist destinations following an interdisciplinary perspective. After framing the relevance of tourism in territorial development policies, the emerging logics of territorial marketing, models and analysis, planning and intervention tools are analyzed through which orienting the conscious evolution of a tourist region towards strategic objectives of medium-long term. By placing the interaction between private and public actors at the center of development capabilities, particular attention is paid to innovative "destination marketing" tools, such as the promotion and marketing of the offer, integration with information technologies, interaction with the cultural and creative industries, the service logic and the listening of the tourists through appropriate statistical tools and analysis of the available databases complete the set of management tools proposed.
The Destination Management course provides the survey methodology, theoretical models, national and international knowledge and best practices useful for understanding the competition between destinations. With this aim, the main changes and scenarios at a global level are first defined and subsequently the principles of destination management and marketing, as well as the related managerial tools, are developed.
The learning objectives of the course can be defined as follows:
Knowledge and understanding: the student must be able to understand the changes in the global tourism scenario and the competition between destinations, the main success models of destination management and marketing and the management and marketing tools to improve the competitiveness of destinations tourist.
At the end of the course, the student will be able to interpret the different models of destination management and marketing, understand the best practices of national and international destinations, define the possible strategic and marketing decisions useful for the competitiveness and sustainability of the destinations in the competitive scenario global.
Once the destination management and marketing models have been learned, the student will be able to understand the competitive dynamics, the critical success factors of tourist destinations as well as the effectiveness of the various management and marketing levers. Through the development of project work, students will acquire an ability to interpret tourist destinations and an aptitude for problem solving.
The student must be able to answer in a clear, binding and exhaustive manner both the questions of the written test and those of the possible oral test. Through the presentation of the project work, the student will also develop the ability to build a PowerPoint presentation and explain their analyzes in a synthetic way and explain best practices and limitations of the different case studies.
Learning skills: the student must demonstrate a good learning ability by being able to deepen their knowledge on bibliographic references relevant and relevant to the field under study. The student will also have to demonstrate that they are able to apply the knowledge gained to management problems as well as to the development of strategic choices and management models suitable for different national and international tourism contexts.