Strategic Tourism Marketing

Course Leader: Dr Naci Polat | Gülçin Polat

Home Institution: Pamukkale University, Denizli, Turkey | Pamukkale University, Honaz Vocational School, Honaz-Denizli, Turkey

Course pre-requisites: None.

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 transportation (Especially in aviation sector) and visitor attractions.

Instructional Method
Attendance: Students are expected to attend classes regularly. The absence rate should not be more than 25% as regulated by the university. Those students with above 25% absence will not be accepted to take the exams.

Participation: Students are expected to participate in the discussions.

Case Studies: There will be case studies related to each topic covered in the course and the students are supposed to do them in the classroom in groups. Participation to the discussions during the case study sessions has important contribution in grading. Please keep in mind that when a case study is missed, there is no make-up for it.

Short Essay Assignments: There will be three short essay assignments throughout the course which will be completed individually by each student. One of those assignments will be bonus.

Required Course Materials
Holloway, J. C.; Plant R. V. Marketing for Tourism (4nd ed.). Prentice Hall/Financial Times. (2004)

Kotler, P.; Bowen, J. and Makens, J. Marketing for Hospitality and Tourism (5th ed.). Prentice Hall New Jersey. (2011)

Short-essay assignments: 30%

Final examination: 30%

Quiz: 15%

In-class participation: 10%

Case studies: 15% (every 2 days)