Introduction to Hospitality and Tourism Management PDF

INTRODUCTION TO HOSPITALITY AND NOM DETOURISM L’ASSIGNATURA / NOMBRE DE LA MANAGEMENT ASIGNATURA / NAME OF THE COURSE GRUP / GRUPO / GROUP Lesson 5. Tourism Management PROFESSORAT / PROFESORADO/ PROFESSORS IRENE MARTÍN GRAU DE BACHELOR’S DE...

INTRODUCTION TO HOSPITALITY AND NOM DETOURISM L’ASSIGNATURA / NOMBRE DE LA MANAGEMENT ASIGNATURA / NAME OF THE COURSE GRUP / GRUPO / GROUP Lesson 5. Tourism Management PROFESSORAT / PROFESORADO/ PROFESSORS IRENE MARTÍN GRAU DE BACHELOR’S DEGREE TURISME / GRADO DE IN TOURISM TURISMO / BACHELOR’S DEGREE IN TOURISM Barcelona, 23rd October RECAP Last week... Tourism & Territory (by Toni Quinlan) LET’S START… Introduction to Tourism Management Lesson 0. 18.09. Presentation Lesson 1. 25.09. Introduction to the Tourist Phenomenon Lesson 2. 02.10. The phenomenon of contemporary tourism Lesson 3. 09.10. Tourist Market + Agents Lesson 4. 16.10. Tourism and Territory (Prof. Toni Quinlan) Lesson 5. 23.10. Tourism Management Lesson 6. 30.10. The business ecosystem of tourist companies Lesson 7. 06.11. Intermediation companies Lesson 8. 13.11. Tourist Transport companies Lesson 9. 20.11. Tourist Information Services and promotion Lesson 10. 27.11. V CETT Smart Tourism Congress Barcelona Lesson 11. 04.12. Exam recap Lesson 12. 08.01. Activity development Lesson 13. 15.01. Activity presentation WHAT ARE WE GOING TO DO TODAY? Today... Tourism Management: the role of DMOs and Technology Activity time 5.1. Tourism Management "Tourism management refers to the process of making strategic and operational decisions aimed at optimizing the development and promotion of tourist destinations, with a focus on economic, sociocultural, and environmental sustainability. It involves coordination between various stakeholders, such as governments, businesses, and local communities, to ensure a satisfactory visitor experience while maximizing benefits for the host community" Buhalis (2000) Tourism Management – Key Points Coordinated management of all the elements that set up a tourist destination. It avoids overlapping functions and duplication of efforts about promotion, visitor services, training, business support and identifying management gaps where competitiveness and sustainability are not being addressed. The organizations in charge of the tourism management of a destination are known as: Destination Management Organization (DMO). They have evolved from more marketing and promotion- oriented organizations to broader management. 5.2. Destination Management Organization (DMO) What is a Destination Management Organization (DMO)? The UN Tourism defines DMOs as organizations responsible for the management and/or marketing of destinations and generally falling into one of the following categories: 1. National Tourism Authorities or Organizations: responsible for management and marketing of tourism at a national level. 2. Regional, provincial or state DMO: responsible for the management and/or marketing of tourism in a geographic region defined for that purpose, sometimes but not always an administrative or local government region such as a county, state or province. 3. Local DMO: responsible for the management and/or marketing of tourism based on a smaller geographic area or city/town. Destination Marketing Organization vs Destination Management Organization... Destination Marketing Organization: is responsible for promoting a specific location to potential visitors and encouraging them to visit. Destination Management Organization: a focus on managing and enhancing the visitor experience once they have arrived at the destination. They play a crucial role in sustainable tourism by balancing the needs of tourists with the preservation of the natural environment and local culture. In recent years...growing movement to rename Destination Marketing Organizations as Destination Management Organizations. BRAINSTORMING WHAT AREW THE MAIN FUNCTIONS OF DMOs? Main functions of DMOs... Strategic planning Market intelligence (data analysis, market research...) Formulation (or participation in the formulation process) and implementation of the destination's tourism policy. Products and tourism business development Digitalization and innovation Crisis Management Training Promotion, Marketing, Brand Creation Investment financing and promotion Activity – Look for DMOs In groups of 3-4 people... 1. Choose one DMO (from the destination you prefer) 2. Complete the following information and present it: Analysis Answer DMO Name National, Regional or Scale Local? Public, Private or Public- Funding Private Functions What they do? Strategies Some examples 5.3. New Tourism Management Models New Models: pros and cons PUBLIC MANAGEMENT Pros: Greater management control and alignment with global objectives. ​ Greater integration of non-commercial interests. Cons: Less flexibility in decision-making. Less involvement of the private sector. Higher costs for the administration. New Models: pros and cons PUBLIC-PRIVATE MANAGEMENT Pros: Generation of synergies and participatory agreements. Increased interest and participation of the private sector. Cons: Loss of control by the administration. Possible prevalence of interests not in line with other policy areas. New Models: pros and cons PRIVATE MANAGEMENT Pros: Cost reduction for the administration. Engagement of the private sector. Cons: Commercial interests may take precedence over other interests. Imbalance of power among private sector actors. 5.4.1. New Tourism Management in the Digital Era Tourism Management in the Digital Era BRAINSTORMING WHAT W IS A SMART DESTINATION?  Tourism Management in the Digital Era – Smart Destinations Lopez de Avila (2015): An innovative tourist destination built on an infrastructure of state-of-the-art technology, which guarantees the sustainable development of tourist areas, facilitates the visitor’s interaction with and integration into his or her surroundings, increases the quality of the experience at the destination, and improves residents’ quality of life. Xiang, Tussyadiah, & Buhalis (2015): A destination is said to be smart when it makes intensive use of the technological infrastructure to enhance the tourism experience of visitors by personalizing and making them aware of both local and tourism services and products available to them at the destination. Gretzel et al. (2015): The smart destination as integral part of the smart tourism ecosystem wherein technology breeds new business models, interaction paradigms and even new species of tourism businesses. Tourism Management in the Digital Era – Smart Destinations A further step in the management of tourist destinations is the Smart Destination concept, which is based on five pillars: 1. GOVERNANCE: partnerships that go beyond traditional organisational boundaries and include community and non- governmental actors in decision-making and management. 2. INNOVATION: introduction of a new or improved component that brings benefits to tourism management. 3. TECHNOLOGY 4. ACCESSIBILITY 5. SUSTAINABILITY Tourism Management in the Digital Era – Smart Destinations Tourism Management in the Digital Era – The role of Technology Beyond Smart Tourist Destinations, technology is applied transversally to tourism businesses... Data-driven decisions Marketing Operations: cloud to storage files... Tourism Management in the Digital Era BRAINSTORMING HOW CAN TECHNOLOGY W ENHANCE TOURISM MANAGEMENT? Tourism Management in the Digital Era – The role of Technology Some technologies applied: AI AR IOT Blockchain VR THANK YOU!