WEB AND SOCIAL MEDIA FOR TOURISM
WEB E SOCIAL MEDIA PER IL TURISMO
| A.Y. | Credits |
|---|---|
| 2024/2025 | 8 |
| Lecturer | Office hours for students | |
|---|---|---|
| Ilaria Curina | Wednesday and Thursday, by appointment via email |
| Teaching in foreign languages |
|---|
|
Course with optional materials in a foreign language
English
This course is entirely taught in Italian. Study materials can be provided in the foreign language and the final exam can be taken in the foreign language. |
Assigned to the Degree Course
| Date | Time | Classroom / Location |
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| Date | Time | Classroom / Location |
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Learning Objectives
The course aims to provide knowledge on the web and social media, which represent the most important marketing tools that have emerged in recent years with the advent of the Internet. The analysis of these tools will be specifically developed in the tourism sector. To reach this objective, after an introduction to the new tourism trends in the digital age, the course will focus on digital and social planning activities, with particular attention to the four areas of digital tourism marketing (analysis and measurement of performance of tourist websites, tourism social media marketing, online reputation management, revenue management levers).
Program
- Introduction to digital marketing: tourism and tourists in the digital age
- Digital and social planning in the tourism sector
- The four areas of tourism digital marketing: presence, visibility, reputation, and revenue management
- Presence: analysis of performing websites for hospitality structures
- Visibility: tourist social media marketing
- Reputation: reputation management in the digital age
- Revenue management: revenue and its levers, price management, tourism product, electronic distribution, and web promotions
Learning Achievements (Dublin Descriptors)
- Knowledge and Understanding: Students will acquire knowledge of the fundamental concepts of digital tourism marketing, which are necessary to manage all aspects related to implementing a correct digital and social strategy. In particular, students should be able to understand the needs of tourism companies in terms of web and social communication while proposing suitable communication solutions for the different business realities investigated. This objective will be pursued through lectures and group work.
- Applied Knowledge and Understanding: Students will acquire methodological tools and the necessary skills to carry out web and social projects in the tourism sector. Additionally, they will be able to appropriately apply the acquired knowledge to analyze, understand, and solve specific situations in managing tourism communication policies from both a web and social perspective. These objectives will be pursued through testimonials from entrepreneurs and professionals, case study analyses and discussions, and group work.
- Autonomy of Judgment: Students can independently develop digital and social strategic plans for different types of tourism companies and create connections between the various acquired knowledge with great flexibility. This objective will be pursued through in-depth seminars and case studies.
- Communication Skills: Students can communicate the acquired competencies using specific languages in line with the topics covered during the course. This objective will be pursued through presentation simulations.
- Learning Skills: Students must develop good learning abilities essential for mastering the topics covered during the course, laying the theoretical and methodological foundations necessary to continue successfully in their academic journey and entering the workforce. This objective will be pursued through lectures, testimonials, business case analyses and discussions, group work, in-depth seminars, and the production of written reports.
Teaching Material
The teaching material prepared by the lecturer in addition to recommended textbooks (such as for instance slides, lecture notes, exercises, bibliography) and communications from the lecturer specific to the course can be found inside the Moodle platform › blended.uniurb.it
Supporting Activities
The course includes sessions with industry experts, allowing for the analysis of case studies related to the themes concerning the four digital tourism marketing areas.
Teaching, Attendance, Course Books and Assessment
- Teaching
The course involves the use of different teaching methods:
- Lectures;
- Presentation of case studies/seminars;
- Group discussions.
- Innovative teaching methods
The course will include exercises and possible case study simulations focusing on digital planning in the tourism sector. The necessary materials will be uploaded to the university's Moodle platform.
- Course books
The teaching material made available by the teacher can be found, together with other support activities, within the Moodle platform ›blended.uniurb.it
Slides and materials provided by the teacher.
Further reading:
Travaglini, A., Baggio, R., e Santinato M. (2021). Digital marketing turistico e strategie di revenue management per il settore ricettivo. Edizioni LSWR.
- Assessment
The expected learning outcomes will be assessed through a written exam (consisting of both multiple-choice questions and open-ended questions). The time available to complete the test is 1 hour.
The evaluation criteria are the following: the level of mastery of knowledge; the degree of completeness of the answer, along with its contextualization within the general program of the course, and the degree of adequacy of the explanation.
Specifically, the attending students must demonstrate the acquisition of (i) full knowledge of the concepts (corresponding to 50% of the overall assessment); (ii) an adequate degree of completeness and articulation of the answers (corresponding to 30% of the overall assessment); (iii) an adequate explanation of the answers by applying the concepts acquired during the course (corresponding to 20% of the overall evaluation).
The vote is expressed in thirtieths and the exam is passed with a grade of at least 18/30.
- Disability and Specific Learning Disorders (SLD)
Students who have registered their disability certification or SLD certification with the Inclusion and Right to Study Office can request to use conceptual maps (for keywords) during exams.
To this end, it is necessary to send the maps, two weeks before the exam date, to the course instructor, who will verify their compliance with the university guidelines and may request modifications.
Additional Information for Non-Attending Students
- Attendance
Non-attending students are invited to consult the teaching material uploaded to Moodle (slides discussed in class, seminars, and other possible material) through which it will be possible to further deepen the volumes indicated in the "Course books" section.
- Course books
To allow non-attending students to compensate with independent study for what is covered during the lessons, the following materials related to the same program content are indicated to promote their complete understanding:
The teaching material made available by the teacher can be found, together with other support activities, within the Moodle platform ›blended.uniurb.it
Course books:
Travaglini, A., Baggio, R., e Santinato M. (2021). Digital marketing turistico e strategie di revenue management per il settore ricettivo. Edizioni LSWR.
- Assessment
For non-attending students, the same guidelines apply as for attending students.
- Disability and Specific Learning Disorders (SLD)
Students who have registered their disability certification or SLD certification with the Inclusion and Right to Study Office can request to use conceptual maps (for keywords) during exams.
To this end, it is necessary to send the maps, two weeks before the exam date, to the course instructor, who will verify their compliance with the university guidelines and may request modifications.
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