Marketing of Tourism Services (4cr)

Evaluation scale

0 - 5

Objective

The primary focus of this Marketing course is on the subjects of Destination Marketing and the utilisation of Artificial Intelligence (AI) in the context of tourism marketing.
By completing the course, you will acquire a theoretical understanding of destination marketing, enabling you to identify different types of tourism destinations and their respective life cycle stages. You will be able to define the roles of Destination Management Organisations (DMOs) within a destination and distinguish between destination image and destination branding, as well as explain how both can be influenced through appropriate marketing tools. You will also gain insight into the distinctive characteristics of destination marketing. In addition, you will learn how AI is transforming tourism marketing, supported by practical examples.

Accomplishment methods

You have contact teaching according to the timetable.

Content

Destination marketing: theory and practice
Consumer markets and consumer behaviour
Personas in marketing
AI in tourism marketing

Assessment criteria, satisfactory (1)

The student demonstrates a basic understanding of destination marketing theory and can identify different types of tourism destinations and their life cycle stages. They can list the roles of DMOs, distinguish between destination image and branding at a general level, and name some marketing tools used to influence them. The student shows a limited understanding of consumer behaviour and personas, with only partial ability to apply these concepts to tourism marketing. They can describe at least one example of AI use in tourism marketing but provide little depth or analysis.

Assessment criteria, good (3)

The student demonstrates a clear and accurate understanding of destination marketing theory, destination types, and life cycle stages, and can explain the roles of DMOs with relevant examples. They can differentiate in detail between destination image and branding, and suggest appropriate marketing tools for influencing both. The student shows a sound understanding of consumer markets, consumer behaviour, and personas, and can apply these concepts in tourism marketing scenarios. They can explain several ways AI is applied in tourism marketing, using practical examples and showing some analytical skills.

Assessment criteria, excellent (5)

The student demonstrates an in-depth and comprehensive understanding of destination marketing theory, with the ability to analyse complex tourism destinations and their life cycle stages. They can critically evaluate the roles of DMOs, propose tailored strategies for managing destination image and branding, and justify the choice of marketing tools. The student integrates advanced understanding of consumer behaviour and personas into well-structured, practical marketing plans. They can analyse and critically assess the transformative impact of AI on tourism marketing, providing innovative, evidence-based examples and demonstrating the ability to connect theory to cutting-edge practice.