This course focuses on the digital marketing plans and communication activities, organizations in the tourism industry (hospitality, transportation, entertainment companies and destination brand organizations) have to develop to satisfy the new generation tourists’ needs and requirements.
The course will cover the impact of digital technologies on the tourism industry and its businesses, considering also the changes in tourists’ needs and ways to consume the tourism experiences. A digital marketing plan will provide the main guidelines to develop alternatives digital strategies, according to different touristic businesses, with particular focus on hospitality (hotels, B&B, and apartments). Accordingly, the course will revise the main digital marketing activities hospitality managers have to develop: offerings, channel distribution, pricing and communication. Specific cases on hospitality businesses will help the students to strengthen their theoretical knowledge.