Digital Concepts in Tourism Management (in English)

  • Credits: 6
  • Ending: Examination
  • Range: 2P + 2C
  • Semester: winter
  • Year: 1
  • Faculty of Commerce

Teachers

Included in study programs

Tourism Management

Teaching results

Students will acquire knowledge of:
- digital management concepts and models in the conditions of specific practice;
- about the application of management in the companies of actors who operate on the tourism offer market in practice from the aspect of: destination, product, integrated, marketing personnel, behavioral management and quality management in under the conditions of tourism businesses and in businesses that provide services related to tourism;
- perform benchmarking.
Based on the above knowledge, students will acquire skills and abilities:
- systematically use professional knowledge and experience from specific companies based on their good practice;
- develop the skills of cooperation and mutual communication in a team during decision-making processes;
- improve critical thinking when evaluating the current situation;
- use your soft skills, which represent communication and presentation skills in Slovak and a foreign language.
Completing the course will create the prerequisites for acquiring the student's competence:
- analytical evaluation of processes;
- benchmarking on the market tourism;
- decision-making in specific management processes.

Indicative content

The subject will deal with the application of digital concepts in tourism management. Through case studies, hands-on exercises and meetings with digital technology experts, students will learn about modern tools and approaches that are transforming the tourism industry. The main emphasis will be on the implementation of digital platforms and technologies in areas such as accommodation and catering facilities, travel agencies and agencies, tourist information offices and other entities providing services in the tourism industry. The subject will focus on the use of online reservation systems, digital marketing and advertising on social networks, big data and analytics for a better understanding of customer preferences, the application of virtual and augmented reality to improve the customer experience and process automation, including the use of artificial intelligence.
Attention will also be paid to digital solutions in the organization of congresses, fairs, exhibitions or events, as well as modern technologies in spas, theme parks, museums and galleries. The subject will also include a discussion of security and data protection in the digital environment. The goal is to equip students with practical skills and a theoretical foundation that will enable them to effectively use digital tools to improve management and services in the tourism industry.

Support literature

GRETZEL, U., SIGALA, M., XIANG, Z., & KOO, C. (2020). E-tourism: Critical Perspectives on Digital Transformation in Tourism. Springer.
MARIANI, M. M., & BAGGIO, R. (2021). Big Data and Analytics in Tourism and Hospitality: Opportunities and Risks.
STANKOV, U., FILIMONAU, V., & SLIVAR, I. (2022). Digital Sustainability Communication in Tourism.
IVANOV, S., & WEBSTER, C. (2020). Robots, Artificial Intelligence, and Service Automation in Travel, Tourism, and Hospitality. Emerald Publishing.
XIANG, Z., FESENMAIER, D. R., & WERTHNER, H. (2021). Handbook of e-Tourism. Springer.

Syllabus

1. Digital technologies in tourism management. 2. Destination management and marketing organizations in a digital environment. 3. Digital campaigns and projects in tourism. 4. Sustainability and environmental technologies in hotels. 5. Digitization in gastronomy. 6. Travel agencies and digital PR strategies – building relations with the public through digital communication and loyalty programs. 7. Cooperation through digital platforms – optimization of processes between travel offices and agencies to eliminate conflict situations. 8. Tourist information offices and B2C digital channels – efficient information transfer using mobile applications, web platforms and chatbots. 9. Congress centers and fairgrounds in the digital age. 10. Spas and digital packages – personalized packages for customers and their accompanying persons through online platforms. 11. Galleries and museums without barriers with the support of digital technologies. 12. Theme parks and innovative ICT solutions. 13. Production companies in digital tourism – promotion and sale of own production through digital platforms and social media.

Requirements to complete the course

Semester work, team work, written exam
Seminars = 40 %, of which:
• Activity at seminars in teams - 15 %
• Case studies - 25 %
Exam:
• Final written exam - 60 %

Student workload

Workload: 156 hours
• Attendance at lectures - 26 hours
• Attendance at seminars - 26 hours
• Preparation for seminars - 26 hours
• Processing and presentation of case studies - 26 hours
• Preparation for the exam - 52 hours

Language whose command is required to complete the course

English

Date of approval: 11.03.2025

Date of the latest change: 01.04.2025