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Lecturer(s)
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Červová Lenka, Ing. Ph.D.
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Course content
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Lectures (topics): 1. The concept of destination management, characteristics of tourism destinations 2. The potential of the destination for the tourism development and its activation 3. Destination planning, zoning of areas, tools for destination management 4. Partnership in destination management, the role of the public and non-profit sector in destination management 5. Financing within destination management 6. Tourism destination product 7. DMO - destination management organization (types and organizational structures of DMO, establishment and development, financing, etc.) 8. Strategic destination management (strategy creation, implementation and monitoring, strategic growth, change management) 9. Destination marketing management (typology of visitors, factors influencing selection of a destination, market research, segmentation, targeting and positioning of the destination) 10. Destination marketing management (strategic and tactical destination marketing, marketing plan, destination branding) 11. Quality of the destination and possibilities of its management 12. Destination management in the context of sustainability 13. Examples of good practice in the field of destination management in the Czech Republic 14. Examples of good practice in the field of destination management from abroad Seminars: To solve practical problems that are thematically corresponding to individual lecture topics.
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Learning activities and teaching methods
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Monological explanation (lecture, presentation,briefing), Self-study (text study, reading, problematic tasks, practical tasks, experiments, research, written assignments)
- Class attendance
- 42 hours per semester
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Learning outcomes
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The aim of the course is to explain the essence of destination management, i.e. management of a tourist destination with the aim of the the tourism development. The course acquaints students with the specifities and principles of creating market-oriented tourism destinations through appropriate marketing tools. Part of the course will be the elaboration of case studies for specific destinations.
Students obtain knowledge in given course in accordance with requirements and course programme.
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Prerequisites
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Unspecified.
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Assessment methods and criteria
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Written exam
Credit: Active attendance at seminars, presentation of a seminar work. Exam: Written exam
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Recommended literature
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HOLEŠINSKÁ, A. Destinační management aneb jak řídit turistickou destinaci. Brno, 2012.
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MORRISON, A. M. Marketing and Managing Tourism Destinations. Oxfordshire: Routledge, 2018. ISBN 978-1138897298.
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NEJDL, K. Management destinace cestovního ruchu. Praha, 2011.
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PALATKOVÁ, M. Marketingový management destinací. Praha, 2011. ISBN 978-80-247-3749-2.
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RAŠOVSKÁ, I., RYGLOVÁ, K. Management kvality služeb v cestovním ruchu.. Praha: Grada, 2017. ISBN 978-80-247-5021-7.
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