Course Leader: Naci Polat and Gülçin Polat

Home Institution: Pamukkale University, Tourism Faculty, Denizli, Turkey

 

Course Overview

This course will inform students with an understanding of the marketing process related to travel and tourism. General concepts of marketing for travel and tourism have unique characteristics that create a variety of problems and opportunities specific to and important for tourism marketing professionals. Sustainability is especially underlined as it is used today as an effective method in terms of marketing tool of tourism. As world top tourism destinations, Turkish and Spanish tourism sector’s marketing strategies will be analysed and evaluated by different case studies.

 

Learning Outcomes

 By the end of this course students will be able to:

1. Examine and discuss the key concepts and principles of marketing as applied to destinations and the tourism experience
2. Demonstrate an evaluative understanding of current issues associated with destination marketing
3. Access, examine and assess the effectiveness of marketing strategies applied to tourism
4. Engage in tourism and marketing research and inquiry to inform strategic decision making and problem solving
5. Demonstrate skills in oral and written communication as well as critical and analytical thinking in accordance with professional contexts
6. Work independently and as a team member to collect and analyze information to guide problems solving and decision making

Course Content

Day: 1

What does Marketing mean in Travel and Tourism Services?

Objectives: Defining travel and tourism with its related sectors. In addition, introducing and discussing special characteristics of service sector.

Day: 2

Travel and Tourism Marketing

Objectives: Approaches related with its special characteristics.

Day: 3

Consumer Behaviour: Motivations and etc. - ASSIGNMENT 1

Objectives: Implications of marketing on behaviour of customers (Discussion)

Day: 4

Market Segmentation

Objectives: Understanding of market segmentation for travel and tourism.

Day: 5

Product and Marketing Mix for Tourism Industry - ASSIGNMENT 2

Objectives: Discussing of touristic product and its marketing mix

Day: 6

Marketing Research - Quiz

Objectives: Tools of marketing research for market planning

Day: 8

Strategic Tourism Marketing

Objectives: Long term planning of company is introduced by the help strategic market planning

Day: 9

Strategic Marketing of Destinations and Hotels with focus on Sustainability

Objectives: The meaning, applications and approaches in the marketing of tourism destinations and hotels

Day: 10

Strategic Marketing of Transportation Means and Visitor Attractions with focus on Sustainability (Final Exam)

Objectives: The meaning and applications in the practice of marketing in