Course: Marketing of Services in Tourism

« Back
Course title Marketing of Services in Tourism
Course code KMO/MSCR
Organizational form of instruction Lecture + Lesson
Level of course Bachelor
Year of study not specified
Semester Winter and summer
Number of ECTS credits 4
Language of instruction Czech
Status of course Compulsory-optional
Form of instruction Face-to-face
Work placements This is not an internship
Recommended optional programme components None
  • Tlučhoř Jan, Ing. Ph.D.
  • Janeček Petr, Ing.
Learning outcomes
The aim of this course is to: enrich basic marketing knowledge with specifics of tourism companies and destinations; identify, characterize and summarize specifics of services and services marketing; describe use of marketing tools in activities of tourism companies, firms and institutions directly related to tourism; to describe various approaches to marketing mix and show examples of companies and destinations from the field of tourism; to explain marketing specifics of various tourism companies; to practice those specifics on real examples from tourism businesses and destinations.
Student is able to: - identify specific attributes of services and services marketing - apply marketing tools, skills and processes in activities of tourism companies, destinations and other entities active in this branch - explicate the specifics of marketing management of various types of tourism companies - distinguish various approaches to the marketing mix and propose a content of its particular tools - give information on creation of strategic documents in the field of tourism - analyse available sources of information as an enrichment of acquired theoretical knowledge - apply gained knowledge, methods and procedures to particular tasks when working individually - understand relations among theoretical knowledge and real cases using particular examples - discuss particular practical examples, analyse texts - present appropriately results of individual work
Knowledge of basic tourism terms; basic relations in tourism; micro- and macroeconomic indicators, coherence, structures and connections; basics of marketing. Ability to use ČSN 690 and 690-2 norms (quotations) according to standards of Faculty of Economics (University of West Bohemia).

Course content
- introduction to the marketing of tourism services - specifics of services marketing and tourism marketing - tourism and services, services definition, importance of services and their typology - examples - supply and demand on the services market, customer decision-making - marketing research in the field of services and tourism - marketing strategies of tourism companies - creation and implementation - marketing mix in tourism companies - different approaches - role of human factor in services - implementation of marketing tools - practical examples - marketing specifics of tourism companies and destinations - importance of rules, codex, certifications and branch standards Materials for each topic are during the semester available on Courseware, or in LMS Unifor. There are, if need be, specified further links for study sources. Verifying of students´ knowledge is based on those materials.

Learning activities and teaching methods
Interactive lecture, Lecture supplemented with a discussion, E-learning, Discussion, Multimedia supported teaching, Students' portfolio, One-to-One tutorial, Task-based study method, Individual study, Self-study of literature, Textual studies, Lecture, Practicum
  • Contact hours - 39 hours per semester
  • Preparation for an examination (30-60) - 30 hours per semester
  • Presentation preparation (report) (1-10) - 5 hours per semester
  • Undergraduate study programme term essay (20-40) - 30 hours per semester
Assessment methods and criteria
Written exam, Portfolio

Student gains the credit by achieving determined amount of points. These points are obtained by fulfilling various activities during lessons which reflect the content of lectures and current situation. Activities may vary from oral to written form including presentations of outcomes. Activities are rated. To get the credit, at least 70 % of maximum possible points must be acquired. Students are informed about the system of collecting points during the first lesson. Regular deadline for submitting the last activity is the last day of instruction in the semester. In case of not reaching the 70% level of available points for activities, the student will receive special activities, only one remake of a activity is possible, deadline for submitting the remade activity is the end of the third week of examination period of the semester. The final examination form is written and at least 70 % of possible points must be collected. Classification of student's knowledge: - unsatisfactory: 0-69 % of possible written test points - good: 70-79 % of possible written test points - very good: 80-89 % of possible written test points - excellent: 90-100 % of possible written test points
Recommended literature
  • Cimler, Petr. Příklady aplikací marketingu. V Plzni : Západočeská univerzita, 2006. ISBN 80-7043-505-4.
  • Goeldner, Charles R.; Ritchie, J. R. Brent. Tourism principles, practices, philosophies. 11th ed. Hoboken : John Wiley & Sons, 2009. ISBN 978-0-470-38213-4.
  • Gúčik, Marian. Marketing cestovného ruchu. Banská Bystrica : DALI-BB, 2011. ISBN 978-80-89090-85-3.
  • Horner, Susan; Swarbrooke, John. Cestovní ruch, ubytování a stravování, využití volného času. null. Praha : Grada, 2003. ISBN 80-247-0202-9.
  • Jakubíková, Dagmar. Marketing v cestovním ruchu: Jak uspět v domácí i světové konkurenci. Praha: Grada, 2012. ISBN 978-80-247-4209-0.
  • Jakubíková, Dagmar. Marketing v cestovním ruchu. 1. vyd. Praha : Grada, 2009. ISBN 978-80-247-3247-3.
  • Jakubíková, Dagmar. Marketingové aplikace. 1. vyd. Plzeň : Západočeská univerzita, 1997.
  • Kotler, Philip; Haider, Donald H.; Rein, Irving. Marketing Places : Attracting Investment, Industry, and Tourism ti Cities, States, and Nations. 3. vydání. New York : Free Press, 1993. ISBN 0-02-917596-8.
  • Kotler, Philip; Keller, Kevin Lane. Marketing management. 1. vyd. Praha : Grada, 2007. ISBN 978-80-247-1359-5.
  • Kotler, Philip; Keller, Kevin Lane. Marketing management. 12th ed. Upper Saddle River : Pearson Prentice Hall, 2006. ISBN 0-13-145757-8.
  • Kozak, M.; Gnoth, Juergen,; Andreu, Luisa. Advances in tourism destination marketing : managing networks. First issued in paperback. 2014. ISBN 978-1-138-88062-7.
  • Lacina, Karel. Management a marketing cestovního ruchu. Vyd. 1. Praha : Vysoká škola finanční a správní, 2010. ISBN 978-80-7408-035-7.
  • Morrison, Alastair M. Marketing pohostinství a cestovního ruchu. 1. vydání. Praha : Victoria Publishing, 1995. ISBN 80-85605-90-2.
  • Morrison, M. Alastair. Marketing and Managing Tourism Destinations. London, New York: Routledge, 2012. ISBN 978-041567250-4.
  • Oh, Haemoon. Handbook of hospitality marketing management. Amsterdam : Elsevier, 2008. ISBN 978-0-0804-5080-3.
  • Palatková, Monika. Marketingový management destinací : strategický a taktický marketing destinace turismu, systém marketingového řízení destinace a jeho financování, řízení kvality v destinaci a informační systém destinace. 1. vyd. Praha : Grada, 2011. ISBN 978-80-247-3749-2.
  • Pike, Steven. Destination Marketing: An Integrated Marketing Communication Approach. Butterworth- Heinemann, 2008. ISBN 978-0-75068649-5.
  • Rogers, Tony; Rogers, Tony. Marketing destinations and venues for conferences, conventions and business events. 1st ed. Amsterdam : Elsevier, 2006. ISBN 0-7506-6700-1.
  • Seitz, Erwin; Rossmann, Dominik. Fallstudien zum Tourismus-Marketing : Marketingerfolg trainieren. 2., vollständig überarbeitete Aufl. München : Franz Vahlen, 2007. ISBN 978-3800633951.
  • Vaštíková, Miroslava. Marketing služeb : efektivně a moderně. 1. vyd. Praha : Grada, 2008. ISBN 978-80-247-2721-9.
  • Zelenka, Josef. Marketing cestovního ruchu. Vyd. 1. Praha : Univerzita Jana Amose Komenského, 2010. ISBN 978-80-86723-95-2.

Study plans that include the course
Faculty Study plan (Version) Branch of study Category Recommended year of study Recommended semester
Faculty of Economics Retail Management (2015) Economy 3 Summer
Faculty of Economics Retail Management (1) Economy 3 Summer