Web strategy in community destinations (online)

Specialization
Instructor Luisa Mich and Federica Buffa
Modality Online
Duration 12 hours
ECTS 2
Period Second semester
Dates 25/03/2022 at 17:00-19:00
01/04/2022 at 17:00-19:00
08/04/2022 at 17:00-19:00
14/04/2022 at 17:00-19:00
29/04/2022 at 17:00-19:00
13/05/2022 at 17:00-19:00


Course objectives

The aim of the course is to illustrate a framework to analyse and plan web strategies in tourism destinations.
In the first part, definition of tourism destination and features of community destinations will be discussed.
Collaboration among local stakeholders is a key factor in the definition, management, and promotion of sustainable and innovative tourism products. Opportunities and challenges in the creation of stakeholder networks will be discussed.
In the second part, the course looks at the Internet and the World Wide Web in the context of the web presence strategy for stakeholders in a community destination. As a  component of the company or organization information system, web presence plays a critical role in supporting stakeholders’ business models and strategies.
The course provides an understanding of how to use web technologies and tools to support stakeholders in a community destination within an effective web presence strategy. The proposed method is domain-independent and can be applied to a wide variety of stakeholders. Therefore, after completing the course, the student will be able to apply it to plan and manage the web presence of any company or organization.

Content summary

First part (3 hours – Federica Buffa)

  • Community destinations: definitions and characteristics
  • Collaborations, relationships, and networks

Second part (9 hours – Luisa Mich)

  • The Web building blocks and standards
  • A method to plan a web presence strategy
  • Web presence modelling
  • Website quality evaluation
  • Web reputation monitoring.

Teaching methods

The course follows a project-based learning approach. It includes case studies exercises and a group project. The project simulates a feasibility study for a real company. Results of the group projects will be discussed with an external expert.
This is an online course.

Each class is structured as follows:

  • A warm-up activity
  • Lecture
  • Group work
  • Questions and closing remarks.

Texts

Buffa F., Beritelli P., Martini U. (2019). “Project networks and the reputation network in a community destination. Proof of the missing link”. Journal of Destination Marketing & Management, vol. 11, pp. 251-259. https://doi.org/10.1016/j.jdmm.2018.05.001

Mich L., Kiyavitskaya N. (2011) Mapping the Web Presences of Tourism Destinations: An Analysis of the European Countries. In: Law R., Fuchs M., Ricci F. (eds) Information and Communication Technologies in Tourism 2011. Springer, Vienna. https://doi.org/10.1007/978-3-7091-0503-0_31

Other references and materials will be provided in class and on the Moodle webpages of the course.

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