Heritage Tourism and Management - Concepts, Planning and Marketing

Home/ Heritage Tourism and Management - Concepts, Planning and Marketing
Course TypeCourse CodeNo. Of Credits
Foundation CoreHRM2AM103/HRM2CP1034

Semester and Year offered: Semester I, 2021-22

Course Code: HRM2AM103for MAHM&HRM2CP103for MCPHM

Course Coordinator: Dr. Shalini Awasthi

Email of Course Coordinator: sawasthi[at]aud[dot]ac[dot]in

Prerequisites: None

Aim: The course is an introduction and familiarization into the concept of the tourism phenomena and tourism system. Once understood, the tourism resources are capitalized, with marketing strategies, and created into heritage tourism products.

Course Outcome: Upon completion of the course, the student will be able to:

  • Understand the tourism phenomenon and its evolution and growth.
  • Acquire the understanding of tourism as a system.
  • Will acquire the ability to perceive tourism resources within the built and natural context
  • Have conceptual appreciationof tourism marketing and branding.

Brief Description of the Modules:

Module I: A general introduction into Tourism Phenomenon and Tourism System

Tourism is universally recognized as the single most important source of revenue generation globally. This module will introduce the students to the concepts of travel, tourism and leisure, and their historical development over the centuries till the present times, along with the forms of tourism.

Reading List:

  • A.K. Bhatia. 1997 International Tourism: Fundamentals and Practice. Sterling Pub. Pvt. Ltd.
  • Abram Simone.1997 .Tourists & Tourism. Berg, Oxford.
  • Chris Cooper. 1998. Tourism Principles & Practice. Addition Wesley Longmen. ChrisHolloway. 2012. Business of Tourism. Addition Wesley Longman.

Module II:Emerging trends in tourism and New thrust areas

The adverse impacts of mass tourism generated a growing concern for alternative and sustainable forms tourism, variously termed ‘soft tourism’, ‘responsible tourism’. This module looks into the theoretical debate into the emerging trends in tourism.

Reading List:

  • Tej Vir Singh. 1991 .Tourism Environment: Nature, Culture & Economy. Inter Plan India
  • Micheal C. Hall & Alan.A, Lew. 1998 .Sustainable Tourism: A Geographical Perspective. Addition Wesley Longman.
  • G.S. Batra.1996 .Tourism in the 21st Century. Anmol Pub. Ltd.
  • Doughlas G. Pearce. 1999. Contemporary Issues in Tourism Development.Routledge.

Module III: Communication, Management and Motivation for Tourism.

The business of tourism is built on communicating the message. This message has to be coordinated with the understanding of the motivation of what drives a potential tourist to make the choice, based on his individual psychoanalytical perceptions, which is introduced in this module, along with some basic principles of management applicable to tourism.

Reading List:

  • Bijender, K. Punia. 1994. Tourism Management: Problem & Perspectives. Ashish Pub. House
  • ChrisHolloway. 2012. Business of Tourism. Addition Wesley Longman.
  • Tim Edensor. 1998.Tourist at Taj. Routledge.
  • Myrah Shackley. 1998. Visitor Management Butterworth.

Module IV: Business Tourism Industry

Tourism is undoubtedly the biggest revenue generating industry world over. The module here seeks to look into the similarities of the leisure tourism industry and the business tourism industry, and, to highlight what distinguishes the business tourism industry from the leisure tourism industry.

Reading List:

  • ChrisHolloway. 2012. Business of Tourism. Addition Wesley Longman.
  • Donald. E Lundberg. 1990. The tourism Business. Van Nostrand Reinhold

Module V: Tourism Marketing

The success of any tourism story is contingent on an equally if not a more successful marketing strategy. The module here introduces the principles of marketing in the tourism industry, along with market segmentation. And, attempts to deliberate upon what is heritage tourism marketing.

Reading List:

  • P. Kotler. 1992. Marketing Management. Prentice Hall India.
  • V.T.C. Middleton. 1998. Marketing in Travel & Tourism. Heinemann
  • Note: The Reading List will be supplemented by titles during lectures, and, study material provided from time to time as additional material.

Details with Weightage for Evaluation:

  • Class Test: (in -class) Combination of Subjective and Multiple-Choice Questions/ Take away assignments:20%
  • Assignment/Essay/ Term Paper/ Project Work etc.: 25%
  • Presentation: 15%
  • Semester End Evaluation (Combination of Subjective and Multiple-Choice Questions): 40%