Communication Strategy For Tourism 2020/2021

The aims of the lessons are to introduce, define and discuss strategic communication in tourism and hospitality settings and to assist students in the investigation and analysis of such communication.

The lessons first presents and discusses definitions of strategic communication, highlighting key differences between strategic communication and communication in general. After, the lessons introduces a series of central actors who strategically communicate about tourism, places and destinations and it points to key differences between strategies, core values and communications of destination marketing/management organizations and other tourism actors. Hereafter, the lessons introduces different methods for the analysis of strategic communication such as rhetorical analysis, semiotics, content analysis, discourse analysis, narrative analysis.

A key theme throughout the lessons is the challenge of differentiating tourism services against competitors, offering similar features and benefits, in the minds of target consumers who are spoiled by choice

REFERENCE TEXTS

Lecture notes and teacher care 

Steven Pike, Tourism Marketing for Small Businesses, Goodfellow Publisher Ltd, 2018