Objectives and competences
Course objectives are:
• to explain theoretical starting points and guidelines for the development of tourism destinations;
• present and compare global green tourism destination management and marketing models;
• clarify approaches to planning, implementation and evaluation of the green tourism destination management;
• clarify the approaches to branding and marketing of a green destination, and tools for strategic and operational marketing (classical and digital);
• to present the importance of involving the local community and stakeholders in the destination management;
• to present the steps of creating attractive destination tourism products - in-depth experiences;
• clarify the criteria for evaluating the green and socially responsible destination operating as well as related stakeholders;
• present the multiplicative effects of an integrated management model - planning, implementation, monitoring and evaluation for successful operation and visibility of the destination.
Competences:
Students:
• evaluate and integrate existing knowledge on planning, implementation and evaluation of management and marketing of a green destination in cases of global best practices.
• perform the function of the destination manager and use the marketing tools for strategic and operational marketing to choose suitable approaches for attracting tourists to a destination with custom-designed experiences.
• are qualified to assess the offer of Slovenian green destinations and use the tools for managing the destination and visit, as well as analysing the challenges and using them systematically in planning the future of the green destination.
Content (Syllabus outline)
The basic topics of this course are:
Introduction to destination management and marketing concepts and roles
• The concepts of destination management and marketing
• Destination and destination management (DMO) planning
• Destination marketing planning
• Destination management research
• Destination product development
• Destination partnership and team building
• Destination community and stakeholder’s relationships and involvement
• Destination leadership, coordination and governance
• Visitor management
Destination communications and promotions
• Destination branding
• Destination integrated marketing communications
• Digital marketing and ICTs
Destination markets
• Consumer behaviour, segmentation and market trends
• Domestic leisure and VFR travel markets
• International pleasure and leisure travel markets
• Business travel and business event markets
The future of destination management and marketing
• The future of destination management and marketing
Benchmark analysis
• Comparative analysis of the studied destination with selected competitive destinations according to certain criteria.
Learning and teaching methods
• Discussions about the latest examples from practice on a particular topic (from a concrete example of presenting trends and challenges)
• AV presentations
• Discussions
• Brain storming
• Presentation of students' individual / group papers
Intended learning outcomes - knowledge and understanding
Knowledge and understanding:
Student:
• analyses the theoretical starting points of development, management and marketing of green destinations.
• distinguishes between the global good practices of green tourist destinations and can integrate their approaches into Slovene destinations
• uses strategic and operational elements of destination management and green marketing.
• identify and use the tools for strategic planning, implementation, monitoring and evaluation of the effectiveness of destination management and marketing.
• analyses the stakeholders of the destination and use the strategic approach of early inclusion in the so-called integral management and marketing of the destinations.
• uses the studying techniques of the destination internal and external environment, formulate a vision, objectives, measures and monitor them in the further development of the destination using appropriate tools for integrative management and marketing.
• communicates in the group in the design of the benchmark analysis of the selected destination.
• presents a benchmark analysis, argues the results and represents the interests of stakeholders involved.
Readings
Osnovna literatura / Essential sources:
Morrison, M. Alastair (2019). Marketing and managing tourism destinations. 2nd Ed. New York: Routledge.
Priporočena dodatna literatura / Recommended additional literature:
Juvan, Emil (2010). Destinacijski management. Portorož: Turistica, Fakulteta za turistične študije.
Knežević Cvelbar, Ljubica (2013). Destinacijski management, Ljubljana: MGRT.
Lebe, S. Sibila et al. (2012). Leksikon turizma: destinacije, gastronomija, hotelirstvo, agencije, organizatorji, prevozniki. Maribor: Multidisciplinarni institut Maribor.
UNWTO. A Practical Guide to Tourism Destination Management, dosegljivo na: http://marketintelligence.unwto.org/content/guide-destination-management (19.5.2019).
Prerequisits
There are no special conditions, but the subject is based on prior knowledge of tourism activities
Additional information on implementation and assessment method (written or oral exam, coursework, project):
written exam; 50%
project work from seminar coursework; 20%
seminar and field work with defence of research work. 30%
Written exam can be substituted by two written colloquia; students with positive grade from exercises may write the exam; subject is passed with positive grade from written exam.
