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5217400 Tourism Business, minor, 25 ECTS

Tourism is one of the biggest industries in the world, corresponding to about 10 % of the global GDP. From the business perspective tourism has many peculiarities. Destinations play a great role in the tourist information search process, and thus in tourism marketing and management. In many tourism destinations seasonality creates unique challenges for tourism business. There is increasing demand for sustainability in tourism business, requiring transformative business practices. Also, continuous change in the technological landscape in tourism business requires novel marketing and management skills and knowledge. During these Tourism Business studies you will learn sustainable business practices based on customer insights in smart tourism destinations. These studies are suitable for everyone interested in developing their understanding of the tourism business landscape in increasingly digital and sustainable marketplace.

5216709 Introduction to Tourism Studies 5 ECTS

5217401 Consumer Behavior in Tourism 5 ECTS

5217402 Digital Tourism Business 5 ECTS

5217403 Marketing and Managing Tourism Destinations 5 ECTS

5217404 Sustainable and Responsible Tourism Business 5 ECTS

5216709 Introduction to Tourism Studies 5 ECTS

Learning outcomes

The student

- can identify and understand central concepts of tourism.

- understands why tourism is a multidisciplinary field of study and what it means for tourism as a research topic.

- understand the role of tourism in modern society.

- can explain what kind of fields and disciplines tourism covers and how.

- can search for new information related to various tourism topics.

- understands tourism from other perspectives besides that of Western tourism.

Content

Tourism research, tourism industry, tourism history, tourism business, tourism geography, tourism sociology, international tourism, tourism organizations, tourism as a work, culture tourism, sustainable tourism

Study Materials

Online material

Teaching Methods - Individual study 100 hours

- Assignments 35 hours

Study Modes - Online course and materials

- Learning diary

- Information search and presentation assignments

Teachers Nelli Heiskanen

Assessment: Pass/fail

Language: English

basic knowledge in business recommended

5217401 Consumer Behavior in Tourism 5 ECTS

Learning outcomes

The student

- understands the main concepts of consumer behavior in tourism.

- understands the connection of customer insight and marketing activities in the context of tourism business.

- can utilize the customer insight information in planning and implementing tourism business activities.

- can act in a responsible manner as a tourist and promote responsible behaviour within the tourism business.

- can acquire and apply knowledge about future trends in tourism behavior

Content

Tourist motivation and determinants; decision-making; expectations, perceptions and experiences; loyalty; responsible tourist behavior; cross-cultural issues in tourism

Study Materials

- Consumer Behaviour in Tourism (Horner, S., Swarbrooke, J., & Swarbrooke, J. (2016). Consumer behaviour in tourism (Third edition.). London: Routledge.

- Articles and other online material

Teaching Methods Independent reading, online examination, individual assignments

Study Modes Online studies

Teachers Nelli Heiskanen

Assessment: 0-5, Individual examination and assignments

Language: English

basic knowledge in business recommended

5217402 Digital Tourism Business 5 ECTS

Learning outcomes

The student

- understands the basic terminology needed to operate successfully in the digital marketplace.

- understands the role and importance of the customer as the starting point of online business in tourism.

- knows how to build an online presence for a tourism business.

- can develop a marketing funnel for a business.

- can assess the current state of digital business in an organization.

- can create a plan to develop online business for a tourism company.

Content

- The big picture of the meaning of information technologies for tourism business.

- Digitalization and what it means from a business perspective.

- The role of company strategy, goals, mission, and vision and what they mean for technology adoption and use.

- Content marketing focuses on storytelling and customer emotions as well as tourists’ information search process.

- The course also includes topics such as websites and e-commerce in tourism, advertising, search engine marketing, digital business tools, mobile devices, social media, and digital marketing metrics.

Study Materials

Online materials and case studies.

Teaching Methods Independent study 133 hours

Study Modes Online studies

Teachers Johanna Heinonen

Assessment: Individual assignments 0-5

Language: English

basic knowledge in business recommended

5217403 Marketing and Managing Tourism Destinations 5 ECTS

Learning outcomes

The student

- understands the concepts of tourist destination, destination management, destination marketing and destination branding.

- can evaluate the competitiveness of a destination.

- understands the transition of tourism towards ‘smart tourism’ and can apply the knowledge to develop a destination towards smart destination.

- understands the role and the planning process of destination marketing and can evaluate marketing strategies.

- can evaluate the role and importance of stakeholders and collaboration.

- can evaluate the impacts of tourism on a destination.

Content

The concepts of tourist destination, destination competitiveness, smart tourist destination, destination marketing and destination management.

Study Materials

Teaching Methods Independent reading, individual assignments

Study Modes Online studies.

Teachers Nelli Heiskanen

Assessment: 0-5, Individual assignments.

Language: English

basic knowledge in business recommended

5217404 Sustainable and Responsible Tourism Business 5 ECTS

Learning outcomes

The student

- understands the parallel yet different concepts of sustainable and responsible tourism

- recognizes all aspects of sustainable and responsible tourism

- understands both the consumer perspective and the business approach on sustainability and responsibility

- can evaluate responsibility communication to consumers

- recognizes the current issues in sustainable and responsible tourism

- acknowledges the complex effects of his/her own travel behavior

- can evaluate sustainability standards, requirements and certifications in tourism

Content

Sustainable and responsible tourism, responsible travel behavior, economic responsibility, environmental responsibility, social responsibility, cultural responsibility, ethics in tourism, current issues in sustainable and responsible tourism, sustainability standards and certifications, sustainable travel business

Study Materials

Coghlan, A. (2019). An Introduction to Sustainable Tourism Articles and other material

Teaching Methods Independent reading, individual assignments

Study Modes Online studies

Teachers Nelli Heiskanen

Assessment: 0-5, Individual assignments

Language: English

basic knowledge in business recommended

Time: 1.9.2022-31.7.2022

Place: Online

Price: 210 €