20517. Tourism Intermediaries . Group 36

Subject

Name20517 - Tourism Intermediaries
Group Grup 36 ( Campus Digital )
Academic Year 2018-19
Credits6 credits
Period First semester
Language English
Titulació -

Lecturers

LecturerOffice hours for students
Start timeEnd timeDay of the weekStart dateEnd dateLocation/Building
Jorge Emilio Velasco Merchan
09:30h10:30h Wednesday 10/09/201831/01/2019 Despacho 9 / Archiduc

Context

The primary objective of this subject is to provide students with detailed knowledge about the different ways a tourism product can be distributed, as well as the commercial relationships that are established by the different intermediaries in tourism contracting.

During this course students will analyse the different products offered in tourism, depending on the destinations' different types of segmentation (urban, holiday and mixed products), also the main components of tourism products and services (accommodation, transport, complementary offers, etc.) and the main players involved in tourism contracting (customers, travel agents, tour operators, incoming agencies, OTA's, Bedbanks, etc.).

After analysing the tourism product and its principal components, students will then analyse the different mechanisms that can be used to distribute the product (sales quotas, guaranteed sales, GDS, CRS, etc.), with special attention paid to the new distribution channels that have appeared as a result of tIT development (B2C, B2B, OTAs, bed banks, etc.).

Lastly, students will study the major commercial strategies and new areas of study that have arisen in recent years in the sector, such as Revenue Management, online marketing, the impact of the social media, etc, although it is just an overview as details are studied in another Marketing subject.

The language of instruction for this course will be English. Students taking this course will learn specific economic /tourism-related vocabulary and develop both their productive and receptive skills in English and therefore acquire further knowledge of the English language

Requirements

Marketing knowledge

Recommended

Students are recommended (not required) to have passed the subject entitled Marketing I and to be currently studying Marketing II

Skills

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Specific

  • CE-2. Building up a global vision of tourism and understanding the links between the different subsystems and disciplines that it comprises.
  • CE-4. Being able to conceptualize patterns, processes, interactions and changes in tourism, conceived as a system on a broad range of spatial scales.
  • CE-12. Applying knowledge, methods and techniques in the workplace that have been acquired during his/her undergraduate training and developing them with a high degree of responsibility, ethical commitment and capacity for integration in multidisciplinary teams.

General

  • CG-2: Knowing how to apply technical and methodological knowledge to his/her work and doing so in a professional manner, integrating the different tourism-related subject areas that he/she has studied. Possessing the necessary skills and demonstrating them by putting forward and defending arguments and solving problems in relevant subject areas.
  • CG-4: Being able to get process information, ideas, problems and solutions in any of the tourism-related subject areas to both a specialist and non-specialist public.
  • CG-5: Having developed the necessary learning skills to undertake professional tasks and postgraduate tourism studies with a high degree of independence.

Basic

You may consult the basic competencies students will have to achieve by the end of the degree at the following address: http://www.uib.eu/study/grau/Basic-Competences-In-Bachelors-Degree-Studies/

Content

Introductory Marketing knowledge

Thematic content

Unit 1 INTRODUCTION AND GENERAL FRAMEWORK

1.1 DESTINATION

1.1.1 URBAN

1.1.2 HOLIDAY

1.1.3 MIXED

1.2 HOTELS

1.3 FLIGHTS AND AIRLINE COMPANIES

1.4 TRANSFERS

1.4.1 RENT A CAR

1.4.2 COACHES/TRANSFERS

1.5 OTHER TOURISM OFFER ON DESTINATION

1.6 PLAYERS

1.6.1 THE CUSTOMER

1.6.2 TRAVEL AGENCY

1.6.3 TOUR OPERATORS

1.6.4 INCOMING

Unit 2 TOURISM DISTRIBUTION "BEFORE" THE INTERNET

2.1 TRADITIONAL VALUE CHAIN

2.2 TRADITIONAL CONTRACTING STRATEGIES

2.2.1 QUOTAS (ALLOTMENTS)

2.2.2 GUARANTEE CONTRACTS & RISK MANAGEMENT

2.3 MARKETING AND PROMOTION

2.4 APPEARANCE OF GDS AND CRS

Unit 3 THE IMPACT OF THE INTERNET ON TOURISM DISTRIBUTION

3.1 INTRODUCTION

3.2 NEW DISTRIBUTION MODELS

3.2.1 B2C

3.2.2 B2B

3.3 NEW PLAYERS

3.3.1 OTAs

3.3.2 BED BANKS

3.3.3 HOTEL WEBSITES

3.4 NEW PARADIGM IN DISTRIBUTION

3.5 NEW TENDENCIES

3.5.1 CHANNEL MANAGERS AND INTEGRATIONS

3.5.2 MOBILE

Unit 4 COMMERCIAL STRATEGIES

4.1 CONTRACTING

4.1.1 TRADITIONAL

4.1.2 ONLINE

4.1.3 MICE

4.1.4 CORPORATE

4.2 GENERAL ASPECTS OF REVENUE MANAGEMENT

4.2.1 INVENTORY AND RISK MANAGEMENT

4.2.2 OVERVIEW ON PRICING STRATEGY

Teaching methodology

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Workload

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Attended activities (4 credits, 100 hours)

TypeNameG. typeDescriptionHours
Theory classes Theoretical classes Large group (G)

Learn and understand the main contents of the course

50
Practical classes Practical Medium group (M)

Analysis of study cases and exercises

50

At the beginning of the semester the subject schedule will be available to students through the UIBdigital platform. This schedule will at least include the dates for the continuous assessment exams and assignment deadlines. Furthermore, the lecturer will inform students as to whether the subject syllabus will be carried out according to the schedule or otherwise, including Campus Extens.

Non-attended activities (2 credits, 50 hours)

TypeNameDescriptionHours
Group or individual self-study Readings

Reading the main contents of the course

25
Group or individual self-study Case studies and exercises

Solve case studies and exercises

25

Specific risks and protective measures

The learning activities of this course do not entail specific health or safety risks for the students and therefore no special protective measures are needed.

Student learning assessment

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In accordance with article 33 of the Academic Regulations, "regardless of the disciplinary procedure that may be followed against the offending student , the demonstrably fraudulent performance of any of the evaluation elements included in the teaching guides of the subjects will lead, at the discretion of the teacher, to an undervaluation in the qualification that may suppose the qualification of "suspense 0" in the annual evaluation of the subject".

Theoretical classes
Type Theory classes
Technique Objective tests ( retrievable )
Description

Learn and understand the main contents of the course

Assessment criteria

Final exam

Final grade percentage: 40% with minimum grade 4

Practical
Type Practical classes
Technique Objective tests ( non-retrievable )
Description

Analysis of study cases and exercises

Assessment criteria

Class participation

Final grade percentage: 10%

Readings
Type Group or individual self-study
Technique Objective tests ( non-retrievable )
Description

Reading the main contents of the course

Assessment criteria

Partial exam

Final grade percentage: 25%

Case studies and exercises
Type Group or individual self-study
Technique Objective tests ( non-retrievable )
Description

Solve case studies and exercises

Assessment criteria

Study cases and exercises

Final grade percentage: 25%

Resources, bibliography and additional documentation

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Basic bibliography

Buhalis, D., 2003, eTourism: information technology for strategic tourism management,Pearson (Financial
Times/Prentice Hall), London ISBN 0582357403.
Yolanda González González, Antonio J. Escobar y Salvador Romero Toro, 2013. Dirección de entidades de intermediación turística. Ed. Síntesis.

Additional bibliography

http://www.hosteltur.com
http://www.exceltur.org
http://www.hebsdigital.com/
http://www.tnooz.com/
http://www.eyefortravel.com/