Future leaders in the tourism industry should have an understanding of the different approaches for tourism marketing in order to develop a sound background in the field. This course will address the forces that drive change in the tourism marketplace; and how marketing managers can most effectively position their services, destination and products, through a systems approach, in order to capture today’s traveler. This course will introduce basic concepts and skills in tourism marketing examined through problems and characteristics specific to the tourism industry. Marketing planning and promotional techniques available to resorts, hotels, restaurants, destinations, airlines, cruise companies, and natural resource-based tourism organizations like ski areas, backcountry outfitters and rafting companies will be explored. The class will also include an engaging field trip to visit a local tourism promoter at one of our stops along the voyage!
Field ClassCountry: China
Date: January 31, 2019
This class will have the opportunity to learn about the tourism promotional techniques Disney used to adapt to the local culture and the challenges that may arise. We will also learn about the significant role of experience into their culinary scene and the promotion of the park itself. After meeting with a promotional expert, we will engage in the theme park experience and apply what we just learned to our own observations. Learning Objectives:
- Participate with the theme park experience to understand the ways that Disney adapts this operation to the local culture, versus importing centralized practices.
- Learn about the significant role of experience within Disney’s promotional approach.
- Identify the tourism promotional techniques Shanghai Disneyland incorporates into their business.
- Understand the global operational challenges for marketing across the different Disney tourism experiences abroad.
- Observe the culinary tourism promotion strategies specifically geared to the food and drink experiences.