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Regular version of the site
2018/2019

Digital Cultural Tourism

Type: Minor
When: 1, 2 module
Instructors: Alexander Travin
Language: English

Course Syllabus

Abstract

This Course is embarking to create a great study experience, which explores how Information and Communication Technologies (ICTs) do matter for tourism – both for our personal experience, and for the tourism industry at large. In other words, we will together explore eTourism by using tools and models of the Communication Sciences. Key concepts and theories covered include: Online Communication Model (OCM); Roman Jakobson Communication Model; Quality of online contents; User Generated Content (UGC); Web 2.0; Reputation in online Media; Intercultural communication and localisation; eLearning; Argumentation; World Heritage Sites. The course is blended and is based on the MOOC course eTourism: Communication Perspectives. https://iversity.org/ . The MOOC is integrated in the course program.
Learning Objectives

Learning Objectives

  • Able to learn and demonstrate skills in the field, other than the major field
  • Work with information: find, define and use the information from different sources which required for solving of research and professional problems (including the system approach)
  • Able to efficiently communicate based on the goals and communication situations
Expected Learning Outcomes

Expected Learning Outcomes

  • understand current eTourism applications, technologies and practices;
  • know how to map different communication activities within the tourism sector;
  • know how to run a usability test and how to make usages analysis of a website or mobile app;
  • know how to plan, run and evaluate eTourism related activities, especially when it comes to the analysis of online reputation of a tourism destination.
Course Contents

Course Contents

  • Digital Tourism. Digital Tourism Ecosystem. Online Customer Journey in Tourism.
  • Online Destination Management.
  • Communication: an introduction to its nature and history
  • The Online Communication Model (OCM) and the quality of online contents
    The Online Communication Model, analysis of the content quality in online communication.
  • Usability analysis and web analytics
    Usability and usages analysis of tourism websites, mobile apps and other online communication tools, strategies to assess usability.
  • Localisation of online content
    Cultural translation / localization of messages for people with different cultural backgrounds and experiences, localized website for domestic and international visitors. Case of Quito (Ecuador).
  • B2B activities and eLearning within the hospitality and tourism domain
    The notion of eLearning and its use in the hospitality and tourism field, eLearning courses about Destination Management Organizations. Case of “Ticino Switzerland Travel Specialist” online course.
  • User Generated Contents (UGCs) & Web 2.0
    Communication opportunities given by UGCs and Web 2.0, hotels’ communication strategies to respond to online reviews.
  • Communication opportunities given by UGCs and Web 2.0, hotels’ communication strategies to respond to online reviews.
    The definition of the reputation construct and its relevance in the online domain, how to analyze the online reputation of a tourist destination.
  • The definition of the reputation construct and its relevance in the online domain, how to analyze the online reputation of a tourist destination.
    Definition of argumentation, argumentative analysis of Online Travel Reviews of a Chinese National Park.
Assessment Elements

Assessment Elements

  • non-blocking Homework
  • non-blocking Class work
  • non-blocking Exam
Interim Assessment

Interim Assessment

  • Interim assessment (2 module)
    0.24 * Class work + 0.4 * Exam + 0.36 * Homework
Bibliography

Bibliography

Recommended Core Bibliography

  • Cantoni, L., & Danowski, J. A. (2015). Communication and Technology. Berlin: De Gruyter Mouton. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1055774

Recommended Additional Bibliography

  • Boes, K., Buhalis, D., & Inversini, A. (2016). Smart tourism destinations: ecosystems for tourism destination competitiveness. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.16C1EC00
  • Femenia-Serra, F. (2018). Smart Tourism Destinations and Higher Tourism Education in Spain. Are We Ready for This New Management Approach? Spain, Europe: Springer, Cham. https://doi.org/10.1007/978-3-319-72923-7_33