TOURISM MARKETING
Academic Year 2025/2026 - Teacher:
ANDREA SANTI D'AGOSTINO
Expected Learning Outcomes
1) Knowledge and
understanding: Students will acquire fundamental knowledge of tourism
marketing, including market characteristics, tourist behavior, service
marketing, and destination management.
2) Applying knowledge and
understanding: Students will be able to analyze tourism contexts, apply
segmentation and positioning tools, and design basic tourism marketing
strategies.
3) Making judgements: Students
will develop critical thinking skills to evaluate marketing strategies and
interpret data in the tourism sector.
4) Communication skills:
Students will communicate effectively using appropriate technical language and
present analyses both orally and in writing.
5)
Learning skills: Students will develop autonomous learning skills and the
ability to update their knowledge on emerging tourism trends.Course Structure
Face-to-face and interactive activities.
Required Prerequisites
No prerequisites required
Attendance of Lessons
Attendance is not compulsory
Detailed Course Content
Fundamentals of tourism marketing; Tourist behavior; Segmentation,
targeting, and positioning; Destination management and territorial marketing;
Digital tourism and communication
Textbook Information
Philip Kotler, John T. Bowen, James C. Makens, Seyhmus
Baloglu (contributore per la 7ª ed.) (2017). Marketing for Hospitality and
Tourism, Global Edition (7th Edition). Pearson Education (pages 344)
Steven Pike (2004). Destination Marketing Organisations: Bridging
Theory And Practice. Routledge (pages 252)
Please remember that in compliance with art 171
L22.04.1941, n. 633 and its amendments, it is illegal to copy entire books or
journals, only 15% of their content can be copied.
For further information on sanctions and regulations
concerning photocopying please refer to the regulations on copyright (Linee
Guida sulla Gestione dei Diritti d’Autore) provided by AIDRO - Associazione
Italiana per i Diritti di Riproduzione delle opere dell’ingegno (the Italian
Association on Copyright).
All the books listed in the programs can be consulted in the Library.
