International

Tourism Marketing(E)

level of course unit

First Cycle

Learning outcomes of course unit

Students should be able to:
1. Communicate their ideas and opinions in an accurate, concise and logical manner.
2. Present reasoned explanations for phenomena, patterns and relationships.
3. Understand the implications of, and draw inferences from data (market, referrals, feedback, social media…) and evidence.
4. Discuss and evaluate choices, and make reasoned decisions and recommendations.
5. Draw relevant conclusions by a reasoned consideration of evidence.

prerequisites and co-requisites

Accredited students of University of Applied Sciences of Kufstein and International Program

course contents

The course reflects mainly on the following themes in travel, tourism and marketing:

(1) Understand and explain the structure of the travel and tourism industry
+ Definitions of the industry such as travel, travel services, tourism services, tourist classifications (day tripper, city hopper, length of stay, leisure, sports, alpine or business and other purposes)
+ Awareness of the roles of tourist boards, travel agents, accommodation providers, tourist attractions, entertainment venues.

(2) Investigate the social, cultural, economic and environmental impact of travel and tourism
+ Types of tourism impact (economic, environmental and social/cultural issues)
+ Economic impacts, environmental impacts, social and cultural impacts

(3) Identify and describe the features which attract tourists to a particular destination
+ Features of location
+ Reasons why certain tourists might be attracted to a location
+ Influence of features on the opportunities and constraints for the development of tourism, for example mountains and hills, coasts and inland waterways, trekking, bike tourism, skiing.

(4) Explore the presentation and promotion of tourist facilities
+ Range of promotional methods and their use identified
+ Inter-relationship between travel and transport, catering and local food experiences, accommodation, attractions, leisure, recreation or business facilities

(5) Describe support facilities for travel and tourism
+ Concept of infrastructure – features of the built environment
+ Type and range of accommodation available
+ Local public transport provision

(6) Role and function of marketing and promotion
+ Identify and explain why marketing and promotion are important to travel and tourism
+ Describe the main marketing and promotion techniques used in travel and tourism
+ Identify the different market segments targeted by travel and tourism

(7) Role and function of the marketing-mix in the tourism industry
+ Identify and explain the differences between travel and tourism products and services
+ Investigate the factors that influence the selection of a location for travel and tourism facilities
+ Explore the main methods of promotion used in the travel and tourism industry
+ Identify and explore the factors that are considered when producing effective promotional materials (promotional campaign, brand identity, brand image, AIDA, ASIDAS...)
+ Basic principles of marketing and promotion

recommended or required reading

(1) Wirtz et al. (2016), Services Marketing. World Scientific Pub.

(2) Morrison (2018), Marketing and Managing Tourism Destinations. Taylor & Francis Ltd.

(3) Kotler et al. (2018), Marketing for hospitality and tourism. Pearson.

assessment methods and criteria

Written exam (60% of total marks), paper (group work investigation on a single topic in the tourism industry, max 5 standard A4 pages; 40% of total marks)

language of instruction

English

number of ECTS credits allocated

3

eLearning quota in percent

0

course-hours-per-week (chw)

2

planned learning activities and teaching methods

Lectures, guest lectures, group work, case studies

semester/trimester when the course unit is delivered

2

name of lecturer(s)

Dr.Markus Holzweber

year of study

1

recommended optional program components

none

course unit code

IP_BUS117

type of course unit

integrated lecture

mode of delivery

Compulsory

work placement(s)

none

News of the FH Kufstein

FH Kufstein Tirol lud zum abendlichen Open House

Am 22. Juni 2022 informierten sich zahlreiche Interessierte beim Tag der offenen Tür persönlich über den Campus und die 24 Studienangebote.

Learn more
Innovative und nachhaltige Ansätze im Neubau und der Sanierung

Einen interessanten Einblick in die Entwicklung des ehemaligen Kasernengeländes in Bad Aibling, sowie die Verwendung verschiedener Standards in der Materialität und Konstruktion erhielten Studierende im Rahmen einer Exkursion.

Learn more
FH Kufstein Tirol unter Top 26 im österreichischen Hochschulvergleich

Seit 2016 wird die FH Kufstein Tirol jährlich vom Rankingspezialist U-Multirank ausgezeichnet. Letztes Jahr erhielt die Fachhochschule als einzige österreichische Hochschule in der Kategorie „Student Mobility“ eine Auszeichnung.

Learn more