Digital Technologies in Hospitality Industry and Tourism

2021/2022

Учебный год

ENG

Обучение ведется на английском языке

5

Кредиты

Кто читает:

Департамент маркетинга

Статус:

Курс обязательный

Когда читается:

1-й курс, 3, 4 модуль

Преподаватели

Галочкин Александр Владимирович

Пустов Леонид Юрьевич

Course Syllabus

Abstract

The course is aimed at giving the deep notion of the trends and perspectives and of the application of the information technologies in the tourism and hospitality industry in Russia and other countries world; getting acquaintance with the main concepts and theories in the field; providing students the tools for business development under the digitalization of economy, i.e. automating front, mid and back office operations, e.g. supply, product management, organization of service distribution; gaining knoledge about modern business models and the ecosystem of travel companies. The course consists of the 6 parts: Online travel market overview (part 1) , Travel startups and new technologies (part 2), Hotel digital technologies (part 3), Airline digital technologies (Part 4), Tour operator digital technologies (Part 5), Online travel agency business and technologies (Part 6). The goals of mastering the discipline "Information technologies in the hospitality and tourism industry" are to form an idea of the main trends in the development of the market and the areas of application of information technologies in the tourism and hospitality industry for automating front, mid and back office operations - supplies, product management, organization of service distribution, etc. .; modern business models; the ecosystem of travel companies in Russia and in the world.

Learning Objectives

• This course should enhance students’ understanding of the online industry environment, internal context of the field, and efficient management of online travel companies, including hotels, airlines, tour operators and online travel agencies.

Expected Learning Outcomes

• Students are aware of business cases and perspectives of new technologies
• Students are aware of the current trends in the hospitality industry and know how it develops
• Students understand basics of online travel agency business in various segments
• Students understand customer loyalty systems, customer profiling and personalization, data and Intelligence.
• Students understand digital sales and distribution of airline tickets.
• Students understand inventory management, revenue management, order management, operations management of an airline.
• Students understand passenger’s digital experience in the airline industry.
• Students understand technologies for integration with travel services suppliers and development of online distribution .
• Students understand the basics of hotel’s direct sales, know what a modern hotel website should look like in terms of design, cross-platform support, and conversion.
• Students understand the basics of online distribution and channel management in a hotel.
• Students understand the context of the hospitality travel industry and are able to make their own decisions in management, sales and marketing at a modern hotel
• Students understand the main ways of driving traffic to a hotel website, primarily PPC, SEO, SMM
• Students understand the state of online travel market, business models, the ecosystem and trends in Russia and abroad
• Students understand tour operators business and technologies for sourcing, packaging and distribution of packaged tours.

Course Contents

• Online travel market overview
• Travel startups and new technologies
• Hotel digital technologies
• Airline Digital Technologies
• Tour operator digital technologies
• Online travel agency business and technologies

Assessment Elements

• Homework
  Each class topic has a relevant homework consequently 6 homework assignments denote a requisite to attain a cumulative grade score in this class.
• Exam

Interim Assessment

• 2021/2022 4th module
  0.4 * Exam + 0.6 * Homework

Bibliography

Recommended Core Bibliography

• Airline marketing and management, Shaw, S., 2011
• Andreu, L., Gnoth, J., & Kozak, M. (2009). Advances in Tourism Destination Marketing : Managing Networks. London: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=289680
• Augmented Reality Smart Glasses (ARSG) visitor adoption in cultural tourism. (2019). Leisure Studies. https://doi.org/10.1080/02614367.2019.1604790
• Babiracki, P., Zimmer, K., & David-Fox, M. (2014). Cold War Crossings : International Travel and Exchange Across the Soviet Bloc, 1940s-1960s: Vol. First edition. Texas A&M University Press.
• Ban, O., & Popa, A.-L. (2015). Investigating digital divide in travel distribution: The use of Internet and new media technologies in travel agencies of Bihor, Romania. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.881F8613
• Benckendorff, P., Edward Elgar Publishing, & Zehrer, A. (2017). Handbook of Teaching and Learning in Tourism. Northampton, MA: Edward Elgar Publishing. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1463232
• Berry, S. T. (1992). Estimation of a Model of Entry in the Airline Industry. Econometrica, (4), 889. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsrep&AN=edsrep.a.ecm.emetrp.v60y1992i4p889.917
• 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
• Boyne, S., & Hall, D. (2004). Place promotion through food and tourism: Rural branding and the role of websites. Place Branding, 1(1), 80–92. https://doi.org/10.1057/palgrave.pb.5990007
• Business, Technology, and Marketing Trends Influencing the Financial Performance of The Hotel Industry [Summary]. (2019). Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.6FD78322
• Calling for user-centric VR design research in hospitality and tourism. (2019). Hospitality & Society, 9(2), 237–246. https://doi.org/10.1386/hosp.9.2.237_7
• Clavería González, Ó., Monte Moreno, E., & Torra Porras, S. (2015). Common trends in international tourism demand: Are they useful to forecast tourism predictions? https://doi.org/10.1016/j.tmp.2015.07.013
• Cross-Cultural Differences in Adopting Mobile Augmented Reality at Cultural Heritage Tourism Sites. (2018). https://doi.org/10.1108/IJCHM-02-2017-0084
• Customer service for hospitality and tourism, Hudson, S., 2013
• Destination: occupation : digital tourism and Israel’s illegal settlements in the Occupied Palestinian Territories / Amnesty International. (2019). Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edswao&AN=edswao.517289164
• From hotels to HTMLs : a complete guide to internet marketing for the lodging industry, Aggarwal, B., 2010
• Georgios Zervas, Davide Proserpio, & John W. Byers. (2014). The Rise of the Sharing Economy: Estimating the Impact of Airbnb on the Hotel Industry†. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.8EFB59E9
• Gittell, J. H. (1995). Crossfunctional coordination and control : influencing employee behavior and process outcomes through organization design in the airline industry. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsndl&AN=edsndl.oai.union.ndltd.org.MIT.oai.dspace.mit.edu.1721.1.11074
• Happ, É., & Ivancsó-Horváth, Z. (2018). Digital Tourism Is the Challenge of Future - a New Approach to Tourism. Knowledge Horizons / Orizonturi Ale Cunoasterii, 10(2), 9–16. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=asn&AN=130585859
• Hotel management and operations, , 2011
• Li, X., Wang, Y., & Yu, Y. (2015). Present and future hotel website marketing activities: Change propensity analysis ; International Journal of Hospitality Management. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.FCEE2A53
• Marketing and managing tourism destinations, Morrison, A. M., 2013
• Middleton, V. T. C., Morgan, M., & Fyall, A. (2009). Marketing in Travel and Tourism (Vol. 4th ed). Amsterdam: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=336020
• Silke Januszewski Forbes, & Mara Lederman. (2009). Adaptation and Vertical Integration in the Airline Industry. American Economic Review, (5), 1831. https://doi.org/10.1257/aer.99.5.1831
• Strategic marketing in tourism services, , 2012
• The airline business, Doganis, R., 2006
• The Cornell School of Hotel Administration on hospitality : cutting edge thinking and practice, , 2011
• The discovery of tourism economics, , 2011
• The economics of tourism destinations, Candela, G., 2012
• The tourist : a new theory of the leisure class, MacCannell, D., 1999
• Tourism distribution channels ; Travel marketing, tourism economics and the airline product : an introduction to theory and practice. (2017). Europe: Springer. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.BAC34C9
• Tourist and gastronomy, Hjalager, A., 2011
• Trends in European tourism planning and organisation, , 2013
• Сотрудники на всю жизнь : уроки лояльности от Southwest Airlines, Грабс-Уэст, Л., 2010
• Сотрудники на всю жизнь: Уроки лояльности от Southwest Airlines, Грабс-Уэст, Л., 2008

Recommended Additional Bibliography

• Advances in tourism destination marketing : managing networks, , 2010
• Advances in tourism economics : new developments, , 2009
• Business travel and tourism, Swarbrooke, J., 2001
• Consumer behavior in tourism and hospitality research, , 2017