Tourism Management Lesson 5

Introduction to Hospitality and Tourism Management

• The course is a Bachelor's Degree in Tourism.
• The lesson is titled Tourism Management.
• The presenter is Irene Martín.
• The date and location are Barcelona, October 23rd.

Recap of Last Week's Lesson

• The previous week's lesson was about Tourism & Territory, presented by Toni Quinlan.

Introduction to Tourism Management

• Lesson 0: Presentation (18.09).
• Lesson 1: Introduction to Tourist Phenomenon (25.09).
• Lesson 2: Phenomenon of contemporary tourism (02.10).
• Lesson 3: Tourist Market + Agents (09.10).
• Lesson 4: Tourism and Territory (16.10).
• Lesson 5: Tourism Management (23.10) – Current lesson.
• Lesson 6: Business ecosystem of tourist companies (30.10).
• Lesson 7: Intermediation companies (06.11).
• Lesson 8: Tourist transport companies (13.11).
• Lesson 9: Tourist Information Services and promotion (20.11).
• Lesson 10: V CETT Smart Tourism Congress Barcelona (27.11).
• Lesson 11: Exam recap (04.12).
• Lesson 12: Activity development (08.01).
• Lesson 13: Activity presentation (15.01).

What Are We Going to Do Today?

• Tourism Management: the role of DMOs and Technology
• Activity time

5.1. Tourism Management

• Tourism management is the process of making strategic and operational decisions to optimize tourism promotion of destinations. This involves balancing economic, sociocultural, and environmental sustainability, coordinating various stakeholders (governments, businesses, and communities) to ensure a satisfying visitor experience while maximizing benefits for host communities.

Tourism Management - Key Points

• Tourism management involves the coordinated management of all elements of a tourist destination.
• It avoids overlapping functions and duplication of efforts regarding promotion, visitor services, training, business support, and identifying management gaps regarding competitiveness and sustainability.
• Destination Management Organizations (DMOs) manage the tourism management of a destination.
• DMOs have evolved from being more focused on marketing and promotion to broader destination management.

5.2. Destination Management Organization (DMO)

• DMOs are organizations responsible for managing and/or marketing destinations.

• They are categorized as: National Tourism Authorities/Organizations, Regional/Provincial/State DMOs, and Local DMOs.

  • National DMOs are responsible for national-level tourism management and marketing.
  • Regional, provincial or state DMOs manage and market at a regional level.
  • Local DMOs are responsible for smaller geographic areas or cities/towns.

• Distinction between Destination Marketing Organization (DMO) and Destination Management Organization (DMO), with the latter focusing on visitor experience management once arriving. There's emphasis on integrating the visitor experience with sustainability.

Main functions of DMOs:

• Strategic planning
• Market intelligence (data analysis, market research)
• Formulation and implementation of destination's tourism policy
• Development of tourism products and businesses
• Digitalization and innovation
• Crisis management
• Training
• Promotion, marketing, brand creation
• Investment financing and promotion

Activity - Look for DMOS

• Students work in groups of 3-4 to analyze a chosen DMO, completing details for: DMO name, scale (national, regional, or local), funding, functions (what they do), and strategies (examples).

5.3. New Tourism Management Models

• Different models of tourism management exist: public, public-private, and private.
  • Public management: pros include greater control and alignment with global objectives and integration of non-commercial interests, but cons include less flexibility in decision-making, reduced private sector involvement, and higher administration costs.
  • Public-private management: pros include synergies and participatory agreements, increasing private sector interest, but cons include reduced governmental control and prevalence of policy-misaligned private sector interests.
  • Private Management: pros include cost reduction and private sector engagement, but cons include commercial interest dominance and an imbalance of power among private sector actors.

5.4.1. New Tourism Management in the Digital Era

• The concept of "Smart Destinations" is integrated within digital era tourism management.

• Smart Destinations are innovative, technologically advanced destinations that improve local quality of life through visitor experience and integration. Technology within the infrastructure enhances visitor interaction and integration into the area.

• This concept emphasizes governance, innovation, technology, accessibility, and sustainability.

• Four additional key aspects of Smart Destination:

  • Governance
  • Innovation
  • Technology
  • Accessibility
  • Sustainability

Tourism Management in the Digital Era

• Data-driven decisions, marketing, and operations are now leveraged by technologies like cloud storage.
• Different technologies applied include AI, AR, IOT, Blockchain, VR.

Further Discussion Points

• Brainstorming sessions about how technology can enhance tourism management.
• What constitutes a "Smart Destination"? Student discussion requested.

Join Irene Martín on October 23rd in Barcelona for a lesson focused on Tourism Management. This course is part of a Bachelor's Degree in Tourism, covering key topics that shape the industry today. Build your understanding of contemporary tourism and its market dynamics through engaging discussions and insights.