Tourism Marketing

Tourism Marketing course is designed to provide students with the theoretical and practical skills necessary for a successful career in a number of sectors within the wider travel and tourism industry. The course will help to appreciate, develop, and manage marketing in the hospitality and travel industry sectors. The course will introduce basic concepts and skills in tourism marketing, and will address differences between tourism and other industries. Students will learn how marketing managers can position their products or destinations to capture customers. Considerable share of the course will consist of analyzing case studies and practical examples of tourism marketing. 

Tourism Marketing course is offered as the compact course - e.g. it is taught in a distance-learning mode. What follows are the instructions and guidelines for the successful fulfilment of the requirements:

1) The course will consist of the on-line interaction and assignments complemented by the intensive lecture sessions (Friday to Sunday). The lecture sessions will be held from 10AM until 5PM every day.

2) Tourism Marketing course was designed as the thematic course. The topic of this year's course is "Gamification in tourism". The students will receive their assignments and detailed instructions of what you are supposed to do in order to earn your credits.

3) In short, the requirements for passing the course will be the following: each of you will be asked to administer 5 questionnaires with tourists and residents (the questionnaires will be sent to you and the selection of the respondents will be explained later).

In addition, all students will be divided into 10 groups with 5 students in each group. Each group will select the topic of the city game for which it will jointly prepare the scenario. Two or more groups will be allowed to choose the same topic (they will have to work separately and independently). The topics of the game will be offered later. Each group will present its game scenario during ourface-to-face lecture sessions.

The students can form the groups of five with the people they know or wish to collaborate with. There will be a Google doc with the numbers of the groups and the topics and all students will get access to it. Those students who do not have any preferences will be randomly allocated to any group with the remaining capacity (once you finish your studies and start working, you will be assigned by your employers to various projects with random people a number of times without questioning whether you like you collaborators or not).

All additional information will be shared in due time. In the meantime, you can follow the Tourism Marketing course's Twitter account @JJB251.



  • Bulencea, P., & Egger, R. (2015). Gamification in Tourism: designing memorable experiences. BoD–Books on Demand (available at AppStore and Google Market)
  • Xu, F., Weber, J., & Buhalis, D. (2013). Gamification in tourism. In Information and Communication Technologies in Tourism 2014 (pp. 525-537). Springer International Publishing
  • Negruşa, A. L., Toader, V., Sofică, A., Tutunea, M. F., & Rus, R. V. (2015). Exploring Gamification Techniques and Applications for Sustainable Tourism.Sustainability, 7(8), 11160-11189
  • Sigala, M. (2015). Applying Gamification and Assessing its Effectiveness in a Tourism Context: Behavioural and Psychological Outcomes of the TripAdvisor’s Gamification Users. Asia Pacific Journal of Information Systems,25(1), 179-210
  • Strielkowski, W. (2015). Can Operation Anthropoid become Prague’s new tourist magnet? Available at: file:///C:/Users/Wadim/Downloads/Strielkowski_Project%20Anthropoid_summary.pdf
  • Corrêaa, Cynthia, and Camila Kitanoa (2015). Gamification in Tourism: Analysis of Brazil Quest Game. Available at:
  • Xu, F., Tian, F., Buhalis, D., & Weber, J. (2013). Marketing Tourism via Electronic Games: Understanding the Motivation of Tourist Players. In VS-GAMES (pp. 1-8). Available at:


Requirements: for passing the course:


Following the guidelines and studying the materials independently, administering 5 questionnaires, preparing a group presentation (a city game scenario), participation in the 3-day face-to-face sessions.