ORGANIZATION AND PLANNING OF TOURISM
Lecturer: Prof. Giacomo Cavuta
Degree Course: CLEC / M (9 CFU)
Department of affiliation: DEc
Telephone number: +39 085 4537579
Email: giacomo.cavuta@unich.it
Days and hours of reception: Friday 09: 30-11: 30
Semester: I.

Objectives: The course aims to provide the theoretical and methodological tools necessary for the interpretation of tourism organization and planning processes. A first part dedicated to the study of the geography of places will allow, through the illustration of a case study, to understand what are the spatial types of tourist destinations, highlighting the main organizational models of the territorial areas. In the second part we will focus on the marketing management techniques of the tourism sector for the planning of territorial attraction strategies, identifying the characteristics, the criticalities and the role of the operators in defining the marketing programs and plans for the management of the tourism product. The continuous and progressive evolution of the hospitality sector, characterized by intense changes in the supply and consumption processes of tourism products and services, requires a broader reflection on the processes of digitization and distribution of information relating to the destination and operators in the sector. In this regard, a part is dedicated to the deepening of the role of social media, as a tool for the co-creation of continuous value in the customer-operator exchange. Finally, a focus will be dedicated to the main processes for the reconversion and rebalancing of internal marginal and / or peripheral areas with a view to developing the destination's tourism.

Course program

Part I:
Multi-purpose tourist spaces
The specialized tourist areas
The types of regional tourist spaces: foundations and definitions
Problems related to nature and man
Spaces and tourism policies

Part II:
Introduction: tourism marketing
Services in tourism marketing
The role of marketing in strategic planning
The marketing environment
Information systems and marketing research
Buying behavior in consumer markets and organizations
Segmentation, choice of target markets and positioning
Design and management of products and brands
Strategies and techniques for the definition of the price
The distribution channels
Communication and promotional mix
Direct marketing and digital marketing
Word of mouth, social media and customer reviews
Destination marketing
The Marketing Plan

Part III:
Typological classification of internal tourist spaces
Tourism in inland areas: the main indicators
The marginal and multipurpose lake tourism systems
Rural tourism in peripheral areas
Community-based tourism

Recommended textbooks:
1. Lozato-Giotart J.-P., "Geography of Tourism", (Italian edition edited by Fiorella Dallari), Milan: Hoepli, 2008. (limited to chapters 5, 6, 7, 8 and 9).
2. Kotler P., Bowen J. T., Makens J. C., Baloglu S., "Marketing del Turismo", Seventh Edition, (Italian edition edited by Aurelio G. Mauri), Milan-Turin: Pearson Italia, 2018.
3. Cavuta G., Ferrari F., "Tourism and internal areas. Experiences, Strategies, Visions", Rome: Aracne editrice, 2018, in press. (limited to the chapters indicated by the teacher in class).

Teaching methods: Lectures in the classroom, exercises and case studies, seminars. At the discretion of the student, the preparation of an in-depth essay on a case study agreed with the teacher and concerning one of the topics indicated in the program is envisaged.

Learning assessment procedures: The assessment of skills will include a final oral interview that will focus on the topics covered during the course and indicated in the program. Students who intend to develop the in-depth thesis will be given the opportunity to present the main results of the case study developed during the first part of the final oral interview.