Tourism marketing information systems have gained popularity in recent years. To understand the proper role of tourism marketing information systems, this course will examine what tourism managers do and what information they need for decision making. Course participants will understand how decisions are made and what kinds of decision problems can be supported by a formal information system. One can then determine whether a tourism marketing information system will be a valuable tool and how it should be designed.
This course will offer a basic understanding of the different challenges tourism managers face and how marketing information systems can support them in their work. The instructor will remind the participants to the different types and levels of marketing decision making and explain the major components of a marketing information system. The course will create awareness of the often under-utilised internal sources of information available to tourism managers and understanding of the nature, merits, and limitations of analytical models within tourism marketing information systems.
After successfully completion of this course students are able:
To describe the generic characteristics of decision support systems and to appreciate the differences between various forms of management information systems
- Understand the basics of performance measurement (e.g. input-output transformation process) in a destination management context
- To understand the application areas of marketing information systems for supporting the planning of tourism destination marketing organizations, in particular:
- Measuring and monitoring seasonality
- Measuring and monitoring the diversity of the guest mix
- Market volume and market share analysis
- Forecasting tourism demand
- Be able to critically assess various analytical models available in TourMIS (www.tourmis.info)
- Be able to critically assess the value of rankings like the Travel & Tourism Competitiveness Index (TTCI)
- Understand methods for multi-objective performance measurement in a tourism destination marketing context (Data Envelopment Analysis)
- To understand a comprehensive budget allocation model for increasing the effectiveness of marketing activities of destination marketing organizations
- Be conversant with basic MIS and DSS terminology (e.g. big data, data warehouse, data mining, etc.)
Students are expected to actively contribute and prepare for each session as well as to lead discussions and engage in an academic debate. Concepts and theoretical background of the topics will be introduced along with applications in tourism marketing and management.