Tourism Management (10cr)

Intro

The course looks at the tourism industry with its various providers in particular. For this purpose, the common technical terms are explained and differentiated from each other at the beginning and the special features of the tourism product are shown. By means of key figures, data and facts, the various submarkets, providers and target groups are presented, thus providing an overview of the tourism market. In order to understand the demand side, the motivation of customers, their information and decision-making processes as well as the importance of quality are explained and the significance of experiences in the conception of tourism products is elaborated. An overview of the suppliers of tourism products is presented and their interaction in the creation of a travel product is shown. After an overview of the most important destinations, the management of destinations, attractions and theme parks, events, cruises as well as the business travel market are dealt with in depth. Finally, current as well as emerging trends are highlighted as influencing factors for upcoming developments in the market.

Learning objectives

Tourism Management I
On successful completion, students will be able to
- understand and apply tourism terminology.
- explain the special features of tourism products and understand their significance for the competitive situation of different suppliers.
- describe different subsectors of the tourism market and to discuss the respective specifics.
- understand and analyze the customer side with its needs in order to be able to consider these in distribution or in the development of products.
- compare the characteristics of different suppliers and thus to achieve successful strategies as well as anticipate the impact of future market events on competitive participants.
- transfer the influence of current and future social trends on tourism and to derive the effects of tourism trends on the industry and its individual subsectors.
- identify the determining competitive forces and developments in the market and understand their interrelationships so that these findings can be applied to submarkets and specific issues and future developments can be classified and evaluated.

Tourism Management II
On successful completion, students will be able to
- assess the importance of experiences and apply techniques to create experiences.
- assess the importance of different modes of transport and identify influences on tourism from the analysis of the developments in aviation and transfer as well as discuss strategies to tourism sectors.
- understand different submarkets in tourism in their historical development until today so that they are able to evaluate, anticipate, and contextualize future developments and derive implications and necessary actions for the various competitive participants.
- evaluate the current and future competitive position of tour operators and package tours and identify future trends and success factors.
- present different distribution channels, understand the travel agency as the traditional main distribution channel, relate past success factors of this distribution channel to the development of online distribution and understand the resulting shift in the relationship between tour operators and traditional distribution.
- identify new market forces and new competitors and anticipate their impact also on upcoming market developments so that future market challenges can be identified, and students can respond to them independently.

Contents

Tourism Management I
- Features of the Tourist Product
- Terms, Definitions and the Economic Importance of the Tourism Industry
- Tourism Products from the Customer and Supplier Perspective: Travel Motivation, Information
and Decision-Making, Quality, Value Chain
- Overview of the most Important Suppliers, their Products and their Competitive Position
- Quality in Tourism, Trends

Tourism Management II
- Experience Design in Tourism
- Tourist Transport Modes and their Importance
- Low Cost, Yield Management and Business Models
- Tour Operator Industry: Market Development, Products and Strategies
- Travel Agency Sector: Market Development, Distribution Forms, Strategies
- Travel Agencies and Tour Operators in Competition

Assessment criteria - grade 1

When the implementation type of the course is CONTACT, ONLINE or BLENDED it is required that the student is present during those teaching hours that are marked in the study schedule. If you are absent more than 25 %, your grade will be lowered by one. If you are absent more than 50 %, the course is failed.