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Lecturer(s)
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Pilík Michal, doc. Ing. Ph.D.
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Kwarteng Michael Adu, doc. Ing. Ph.D.
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Course content
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The concept of tourism marketing and its role in the experience economy. The fundamentals of buyer behaviour are an integral part of tourism marketing. The contribution of research to the formulation of tourism marketing decisions. Social, ethical and economic aspects of tourism. Relevant tourism marketing strategies. Sustainable tourism, regional planning and geodesign. Environmental management of international tourism development.
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Learning activities and teaching methods
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unspecified
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| learning outcomes |
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| Knowledge |
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| Students will gain a basic understanding of the concepts and principles of marketing applied to tourism and understand its role within the experience economy. |
| Students will gain a basic understanding of the concepts and principles of marketing applied to tourism and understand its role within the experience economy. |
| Gain an understanding of the basic principles of buyer and consumer behaviour in the context of tourism and their influence on marketing decision-making. |
| Gain an understanding of the basic principles of buyer and consumer behaviour in the context of tourism and their influence on marketing decision-making. |
| They will understand the importance of research for the formulation of marketing strategies and decisions in the field of tourism and become familiar with relevant research methods. |
| They will understand the importance of research for the formulation of marketing strategies and decisions in the field of tourism and become familiar with relevant research methods. |
| They will gain knowledge of social, ethical and economic issues related to tourism and be able to analyse their impact on marketing strategies. |
| They will gain knowledge of social, ethical and economic issues related to tourism and be able to analyse their impact on marketing strategies. |
| They will understand the principles of sustainable tourism and regional planning and be able to apply them in marketing strategies with an emphasis on environmental principles. |
| They will understand the principles of sustainable tourism and regional planning and be able to apply them in marketing strategies with an emphasis on environmental principles. |
| Skills |
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| Students will be able to analyse complex problems and situations in tourism marketing and critically evaluate different approaches and strategies. |
| Students will be able to analyse complex problems and situations in tourism marketing and critically evaluate different approaches and strategies. |
| They will acquire skills in presenting and communicating their ideas, opinions and analyses, both written and oral, including the ability to present research results. |
| They will acquire skills in presenting and communicating their ideas, opinions and analyses, both written and oral, including the ability to present research results. |
| They will be able to apply theoretical concepts and knowledge of tourism marketing to specific cases and situations in practice and formulate practical solutions. |
| They will be able to apply theoretical concepts and knowledge of tourism marketing to specific cases and situations in practice and formulate practical solutions. |
| They will be able to understand and communicate effectively with people from different cultural backgrounds. |
| They will be able to understand and communicate effectively with people from different cultural backgrounds. |
| Gain skills in problem identification and decision making in a dynamic tourism environment, with an emphasis on ethical principles and sustainability. |
| Gain skills in problem identification and decision making in a dynamic tourism environment, with an emphasis on ethical principles and sustainability. |
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Recommended literature
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EDGELL, D. L. Managing sustainable tourism: a legacy for the future. London: Routledge, 2020. ISBN 978-0-367-33138-2.
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KIM, S., WANG, D. Future of tourism marketing.. London: Routledge/Taylor & Francis Group, 2021. ISBN 978-1-032-00834-9.
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KOTLER, P., BOWEN, J. T., MAKENS, J. C., BALOGLU, S. Marketing for hospitality and tourism.. Harlow: Pearson Education Limited, 2017. ISBN 9781292156156.
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MORRISON, A. M. Marketing and managing tourism destinations.. London: Routledge, 2024. ISBN 978-1-032-38069-8.
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MORRISON, A. M. Tourism marketing: in the age of the consumer. London: Routledge, 2022. ISBN 978-0-415-72635-1.
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ORIADE, A., ROBINSON, P. Rural tourism and enterprise: management, marketing and sustainability. Wallingford: CABI, 2017. ISBN 9781780647500.
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SMITH, J. Transforming travel: realising the potential of sustainable tourism.. Wallingford: CABI,, 2018. ISBN 9781786394194.
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