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Lecturer(s)
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Novacká Ludmila, prof. JUDr. Ph.D.
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Course content
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Full-time study : Lectures: 1. Introduction to the destination management - terminology 2. Destination strategies 3. Destination management organisation (DMO) - introduction 4. Destination management organisation (DMO) in Czech Rep. and abroad 5. Basic priciples of a destination management 6. Destination marketing - basic characteristics and specifics 7. Marketing concept of a destination 8. Marketing analysis - base for asuccesful destination strategy 9. Benefits and competitive advantage of a destination, STP, marketing strategies 10. Destionation marketing mix - 4P. Destination image and brand 11. Other tools of the destination marketing mix 12. Marketing plan and controls Part-time study : 1. Introduction to the destination management - terminology 2. Destination management organisation (DMO) - development, activities, structure, financing, cooperation in a destination 3. Marketing concept of a destination, Marketing analysis, benefits and competitive advantages, STP, marketing strategies 4. Destionation marketing mix. Destination image and brand. Marketing plan and controls
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Learning activities and teaching methods
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Monologic (reading, lecture, briefing), Dialogic (discussion, interview, brainstorming)
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Learning outcomes
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The aim of the course is an explanation of specifics of the management in a destination and a preparation of students for a future work in local, regional, national or international organisations and institutions, which participate on tourism development in a destination .
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Prerequisites
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unspecified
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Assessment methods and criteria
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Seminar work
Full-time study : A) Attendance on seminary - max. one absence allowed B) Presentation of a semestral work and an essay in written form C)min. 60% correct answers by credit test for success Part-time study :¨ A) Presentation of a seminary work and an essay in written form B) min. 60% correct answers by credit test for success
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Recommended literature
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www.czechtourism.cz.
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www.mmr.cz.
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www.unwto.org.
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BIEGER, T. Management von Destinationen. München: Oldenbourg, 2008..
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HOLEŠINSKÁ, A. Destinační management aneb jak řídit turistickou destinaci. Brno: ESF MU, 2007..
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Kiráľová, A. Marketing destinace cestovního ruchu. Praha: Ekopress, 2003.
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MORRISON, A., M. Marketing pohostinství a cestovního ruchu. Praha: Victoria Publishing, a.s., 1995..
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PALATKOVÁ, M. Destinační management a vytváření produktů v cestovním ruchu. Praha: MMR, 2007..
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Palatková, M. Marketingová strategie destinace cestovního ruchu. Jak získat více příjmů z cestovního ruchu.. Praha: Grada Publishung, 2006.
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