Curs acadèmic 2022/23

Les destinacions turístiques són zones geogràfiques visitades pels turistes. Les millores en les tecnologies del transport, les polítiques frontereres més obertes i l'augment de les classes mitjanes han contribuït a la democratització dels viatges i, amb això, pràcticament qualsevol zona del món s'ha convertit en una destinació turística real o potencial. Atès que el turisme és una activitat econòmica i el desenvolupament del turisme pot esdevenir una important font d'ingressos per a les destinacions, tot tipus d'àrees administratives (països sobirans, regions, comarques i municipis) tenen interès potencial per desenvolupar i gestionar activitats turístiques al territori sota la seva jurisdicció, i atraure visitants i augmentar els ingressos per a les seves comunitats locals. Les organitzacions que s'encarreguen d'aquestes tasques es coneixen com a Organitzacions de Gestió de Destinacions (DMO) i la seva dimensió i complexitat són més grans, quan més gran és la zona geogràfica sota la seva jurisdicció. Aquest curs s'ocupa de les tasques de gestió dels directius de les destinacions pel que fa al desenvolupament de productes turístics, el màrqueting de destinacions i la marca de la destincació.

While in many industries and public administrations the dominant relations are intra-organizational, in the tourism industry, inter-organizational relations are particularly relevant. Therefore, the management of inter-organizational networks like tourism public-private partnerships, tourism businesses associations and clubs, tourism supply chains, clusters, inter-governmental relations, tourism community organizations and multi-stakeholder networks are given prevalence. These, and tourism governance, understood as a process of conducting coordinated activities among public, private and civic actors, are relevant topics of the subject. This need of cooperation is not restricted to traditional tourism business, but extends to all the economic sectors, the products and services of which are directly or indirectly used by tourists visiting their destination. Consequently, in this course we discuss some conceptual models and mechanisms available to the tourist product suppliers and/or destination managers, and the local communities, to try to implement effective tourism strategies by means of co-operation.

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Heritage tourism refers to travellers seeing or experiencing built heritage, living culture or contemporary arts. Therefore heritage tourism, or visiting heritage sites, encompasses a multitude of motives, resources and experiences and is different for every individual and every place visited. In this context, one way of viewing heritage tourists is their level of interest in elements of the past: from serious to causal (and even reluctant) heritage tourists. Similarly, all destinations to some extent have heritage sites that are visited by visitors, and these sites are also more or less ‘managed’, with their management focusing primarily on conservation and visitor management. Heritage tourism management is, thus, a topic of high interest in the management of tourism, and the course will give the students the skills to understand the heritage tourism site (or ‘the product’), the market(s) and marketing strategies of the site managers, the impacts of tourism on the site, and other relevant management practices concerning revenue management, visitor management, conservation, interpretation, authenticity and the politics of heritage.

The way a business relates to its customers is known as customer relations. The goal is to retain existing customers and to gain new ones by providing the best customer relations and to find better customer services than those their competitors provide. Therefore, the course focuses on managerial and regulatory practices to effectively develop customer relationships and customer service. CRM systems, quality management, and visitor management, are all strategic areas in which managers of tourism businesses and tourism destinations must be proficient.

- Revise and upgrade knowledge in the field of tourism from under graduate study level - get familiar with the concept and illustrations of tourism policy - develop of format and instruments of the tourism policy and its power - develop capabilities for shaping and practical employment of the tourism policy instruments on the cases from practice, with respect of the limitations from broader environment and - qualify students to use theoretical knowledge on practical examples.

Es tracta d'un curs especialitzat dissenyat per centrar-se en la formulació de polítiques turístiques a nivell supranacional, com ara el nivell de la UE i el nivell mundial de les Nacions Unides.

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El curs presta atenció als temes de gestió mediambiental des del punt de vista de les empreses que operen en el sector turístic. En el programa s'inclouen casos reals del sectors privat i públic.

- To introduce to students environmental issues in tourism and the basics of environmental policy in the field of tourism. - To provide background knowledge for ecological (and economic) behaviour of individual entities of the tourism industry: both at national and the enterprise level of operation. - To emphasize the economic dimension.

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