Destination Мarketing

Master 2020/2021

Type: Compulsory course (Experience Economy: Hospitality Management and Tourism)

Area of studies: Management

Delivered by: Department of Strategic and International Management

When: 2 year, 1, 2 module

Mode of studies: offline

Instructors: Полякова Татьяна Викторовна, Преображенская Елена Сергеевна, Полякова Татьяна Викторовна, Преображенская Елена Сергеевна, Ivan Mitin

Master’s programme: Experience Economy: Hospitality and Tourism Management

Language: English

ECTS credits: 6

Contact hours: 48

Full Syllabus

Abstract

The course consists of the three parts: Theories of destination (part 1) , Destination marketing: theoretical aspects and practical cases (part 2), Destination marketing communications and brand strategies (part 3) The course is focused on the destination and provides approaches to destination management and destination marketing; tourist supply, destination resources and attractions; destination images as formed through place perception and imagination; tourist motivation and the negotiated and contested residents’ and tourists’ place images and identities; and competitive destination principles. The course will introduce main theoretical approaches to the process destination marketing and branding, will reveal the basic principles of forming of destination marketing brand strategies, give an idea of the main destination marketing communications and how to use them. Students will learn current trends and challenges in destination marketing such as sustainable tourism, overtourism and the impact of the COVID-19 crisis. Theoretical knowledge will be developed by group discussions based on foreign and Russian cases of destination marketing. The curriculum is focused on the theoretical framework and practicalities of the Russian and international experience. Skills and knowledge acquired during the course will broaden students' understanding of the market "street realities" and help them find their way within the tourism industry. The curriculum is practice oriented and contemplates participation of a speaker with practical knowledge. The course provides for both lectures as well as discussion sessions in the form of seminars.

Learning Objectives

The content of this course should enhance students’ understanding of the dynamic nature of the tourism including main theories and concepts of destination marketing and management.

Expected Learning Outcomes

Students are able to develop research, problem-solving and decision-making skills in management and marketing in tourism industries
Students understand the notion of destination and the process of destination construction through the notions and examples of tourist identities, motivation and experience, and place perception, images and attractions
Students understand the definitions of destination marketing, place marketing and place branding in application to destinations, can identify the distinction between destination marketing and destination management
Students know the main concepts, goals and elements of the destination marketing, are aware of the main destination marketing research challenges
Students understand the role of DMOs in destination marketing
Students know and operate the main approaches, theories and concepts related to the destination marketing brand strategies
Students understand and operate the main channels of integrated destination marketing communications and how to use them

Course Contents

Part 1. Theories of destination
Theme 1. Defining destination Tourism destination: the main concepts, definitions of the notions of destination, destination management & destination marketing. Theme 2. Destination resources Tourist supply and the classification of destination resources. The notion of tourist attraction and the connections of attractions and destinations. Theme 3. Destination images Destination as a place socially constructed by stakeholders. Space and place in cultural geography. Space perception and imagination. Regional geography as a theoretical framework of symbolic construction of destination narratives. Theme 4. Destination demand Tourist motivation: theories and approaches. Residents’ and tourists’ place images & identities. Destination development as stakeholders’ identities’ negotiations process. Theme 5. Destination research Readings in destination research: theoretical frameworks, case-studies, research methods and project techniques.
Part 2. Destination marketing: theoretical aspects and practical cases
Theme 1. Theoretical approaches to destination marketing and branding. Definitions of destination marketing. Place marketing and place branding in application to destinations. The distinction between destination marketing and destination management. The main concepts, goals and elements of the destination marketing. Destination marketing research challenges. Destination competitiveness models. DMOs and their role in destination marketing. Managing stakeholders at destinations. -4 hours Theme 2. The process of destination marketing and branding. The ATLAS framework for marketing and branding destinations. Discussing the article on the ATLAS framework. The case of Manchester: watching the video and discussion. Theme 3. Overtourism: trends in destination marketing. The phenomenon of overtourism. Discussing the case of Barcelona (video). Theme 4. Challenges and changes in destination marketing after the COVID-19 crisis. Changes in consumer behavior. Safety and wellbeing regulations challenges for destinations. Digital marketing and promotion for destinations during and after the COVID crisis. Theme 5. From destination marketing to destination branding in Russia: main aspects and challenges. Challenges of place marketing and place branding in Russia. Russian cases of place branding. Discussing the tourism logo (brand) of Russia
Part 3. Destination marketing communications and brand strategies
Theme 1. Destination marketing brand strategies Destination brand strategy: key concepts and steps of development. Destination brand message and factors of destination competitivity. Case-studies of destination brands strategies: countries, regions, cities, towns, locations. Theme 2. Marketing mix in destination marketing Goal-oriented destination marketing, 8P’s of destination marketing, destination life cycle Theme 3. Integrated marketing communications in tourism Marketing communication channels: PR and media relations, advertising campaigns and media planning, sales promotion, direct marketing,. Joint promotional campaigns, co-branding, cross-marketing, collaborations. Digital marketing: special projects with OTP (online travel portals), SMM (social media marketing), influencers and KOL (key opinion leaders). Case-studies. Theme 4. Content marketing and modern trends in destination marketing Content marketing and storytelling for the destination awareness. Emotions as a main tool to create remarkable destination brand. Real-time-marketing, mobile marketing, word-of-mouth marketing and viral methods of promotion destination, product placement. Video content: YouTube broadcasting and Instagram streaming, case-studies. Theme 5. Event marketing in destination development Role of event marketing in the destination development. B2B and B2C events. Festivals and cultural events as one of the main engine of destination development. Online and virtual event marketing during and after the COVID time. Destination festivals case-studies.

Assessment Elements

Homework
Ghomework is the cumulative grade for the participation in all the activities during lectures and seminars. It sums up the results for all three parts of the course with equal weight according to the following calculation: GHomework = (GHomeworkPart1 + GHomeworkPart2 + GHomeworkPart3):3 The grade includes the tasks covering all the themes of each part. One task per each part of the course is given as an example, however the number and the essence of the tasks may vary.
Exam
The exam is held ONLINE! The exam grade for course (GExam) is a blocking element of the grading system. The final grade is rounded up by the arithmetic rules unless the GExam is unsatisfactory. In the latter case the final grade is equivalent to the GExam. During examinations, every student must do his/her own work, except in the case of team projects arranged for and approved by the course instructor. Talking or discussing is not permitted during the examinations, nor may you compare papers, copy from others, or collaborate in any way. Any collaborative behavior during the examinations will result in failure of the exam, and may lead to failure of the course and University disciplinary action.

Interim Assessment

Interim assessment (2 module)
0.4 * Exam + 0.6 * Homework

Bibliography

Recommended Core Bibliography

Kozak, N., & Kozak, M. (2016). Destination Marketing : An International Perspective. Abingdon, Oxon: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1086671
Mihalis Kavaratzis, Gary Warnaby, & Gregory J. Ashworth. (2015). Rethinking Place Branding : Comprehensive Brand Development for Cities and Regions. Springer.
Philip Kotler, John T. Bowen, & James Makens. (2013). Marketing for Hospitality and Tourism: Pearson New International Edition : UEL. Harlow, United Kingdom: Pearson. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1418160
Pizam, A., & Wang, Y. (2011). Destination Marketing and Management : Theories and Applications. Cambridge: CAB International. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=390671
The Routledge Handbook of Tourism Research / ed. by Cathy H. C. Hsu and William C. Gartner. Routledge, 2012. https://ebookcentral.proquest.com/lib/hselibrary-ebooks/detail.action?docID=1016061
Vanhove N. The Economics of Tourism Destinations. Elsevier, 2011. – URL: https://proxylibrary.hse.ru:2054/book/9780080969961/the-economics-of-tourism-destinations.

Recommended Additional Bibliography

Gursoy, D., & Chi, C. G. (2018). The Routledge Handbook of Destination Marketing. Abingdon, Oxon: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1776952
Kozak, M. (2013). Aspects of Tourist Behavior. [N.p.]: Cambridge Scholars Publishing. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=632093
Norman, A. (2013). Journeys and Destinations : Studies in Travel, Identity, and Meaning. Newcastle upon Tyne: Cambridge Scholars Publishing. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=632059
Pike, S. (2004). Destination Marketing Organisations. Routledge.
Pike, S. (2016). Destination Marketing : Essentials (Vol. Second edition). London: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1124419
Pike, S., & Page, S. J. (2014). Destination Marketing Organizations and destination marketing: A narrative analysis of the literature. Tourism Management, C, 202.
Singgih SANTOSO. (2019). Examining Relationships between Destination Image, Tourist Motivation, Satisfaction, and Visit Intention in Yogyakarta. Expert Journal of Business and Management, (1), 82. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsdoj&AN=edsdoj.01d6bed07eda402693dd58119cca1ac6
Towards effective place brand management: branding European cities and regions. (2010). Elgar. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsnar&AN=edsnar.oai.pure.rug.nl.publications.1c01ae55.8eca.476f.a1bd.c2b54e172ee3

Course Syllabus