IPLUSO 4992

Tourism Marketing 

• ApresentaçãoPresentation

  Tourism marketing has the ability to leverage the various techniques used in this field to generate added value for the destination. Therefore, this discipline aims to study and evaluate strategies applied to tourism marketing to promote the integrated sustainability of destinations.
• ProgramaProgramme

  1. The service marketing process in tourism 1.1 The fundamentals of tourism marketing 1.2 The specificity of marketing applied to tourism 2. Creating opportunities and strategies for tourism marketing 2.1 The different demand markets and the behavior of their consumers 2.2 The marketing strategies focused on the customer 3. Identifying target markets and product/destination positioning 3.1 Segmentation 3.2 Targeting 3.3 Positioning 3.4 Branding 4. The development of the marketing mix in tourism 4.1 Techniques for designing products and tourist experiences 4.2 Internal marketing in organizations and tourist destinations 4.3 Pricing of tourism services and inherent advantages 4.4 The selection and adaptation of services and destinations to distribution channels 4.5 Definition and operationalization of the promotion of services and destinations 4.6 The development of direct marketing, public relations and personalized sales strategies in tourism
• ObjectivosObjectives

  - Understand and apply the main concepts and tools of Services Marketing to develop strategies and marketing plans in tourism organizations. - Acquire practical knowledge about the analysis of tourism demand markets and strategies to attract different customer segments. - Understand and apply to tourism products and destinations the different elements of the marketing mix of services. - Develop strategies and plans for Services Marketing in the tourism sector.
• BibliografiaBibliography

  Barreto, J.J.; Campo, S.; Cerdá-Mansilla, E.; Gutierrez-Tano, D. & Shapit, E. (2025).  Tourists’ fresh start mindset in destination marketing. Journal of Destination Marketing & Management 37 :101002 Inkinen, T.; Heikkonen, M.; Makkonen,T. $ Rautiainen, S. (2024). Multilayered spatial categories in tourism marketing and branding. Journal of Destination Marketing & Management 31: 10867. Koc, E. (2020). Cross-Cultural Aspects of Tourism and Hospitality: A Services Marketing and Management Perspective. Abingdon: Routledge. Morrison, A. M. (2019). Marketing and Managing Tourism Destinations.Second Edition. Routledge. ISBN978-1-138-89728-1. Moutinho, L.; Teixeira, N. & Zeferino,A. (2022). Marketing Futuroland. Lidel. Lisboa. ISBN 978-989-752-744.9.
• MetodologiaMethodology

  In this modality, the curricular unit contemplates a theoretical-practical approach, which includes: •             Lessons of expository nature of the subject; •             Interrogative lessons with discussion of case studies; •             Lessons of a demonstrative nature and practical work of students, under a Project Based Learning (PBL) logic, with guidance from the teacher. The evaluation criteria are as follows: Regarding the continuous assessment system, the following methods will be used: Participation and attendance – 10%; Intermediate Test – 30%; Individual written work – 20%; Final Exam (40%). The percentage of absences in the curricular unit cannot exceed 30% of the total hours taught as a condition to remain in continuous assessment.
• LínguaLanguage

  Português
• TipoType

  Semestral
• ECTS

  5
• NaturezaNature

  Mandatory
• EstágioInternship

  Não