Course syllabus DES - Destination Management (FBE - WS 2013/2014)

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Course code: DES
Course title in language of instruction: Destinační management
Course title in Czech: Destination Management
Course title in English: Destination Management
Mode of completion and number of credits: Exam (4 credits)
(1 ECTS credit = 28 hours of workload)
Mode of delivery/Timetabled classes: full-time, 2/0 (hours of lectures per week / hours of seminars per week)
Language of instruction: Czech
Level of course: bachelor
Semester: WS 2013/2014
Name of lecturer: doc. Ing. Ida Rašovská, Ph.D. (examiner, lecturer, supervisor)
Prerequisites: Tourism
Aims of the course:
In the framework of this subject problems of destination management will be solved. The objective of the subject is to make students familiar with the principles of creating and managing market-oriented destinations by means of suitable marketing tools. The subject of destination management will be useful for students who already have advanced knowledge in the issues of tourism, marketing and management. Case studies will be elaborated by students in particular destinations.
Course contents:
1.Characterizing tourism destination (district, tourist region, microregion...) (allowance 2/0)
2.Definition, importance and objectives of destination management (allowance 2/0)
3.The subjects of destination management (allowance 2/0)
a.The rights and competences of local authorities on the level of a village, microregion, district, state
b.The role of destination agency
c.TIC: tourist information centre

4.Models of destination management (allowance 2/0)
a.Destination Management Company

5.The importance of partnership and cooperation in tourism (allowance 2/0)
6.Strategic cooperation in tourism (allowance 2/0)
a.Strategic alliances

7.Marketing management of tourist destination (allowance 4/0)
a.Evaluating the potential of tourism in the region
b.Analysing the components of primary tourism offer
c.Analysing the components of secondary tourism offer
d.Analysing the external environment of the destination
e.Analysing competitive destinations
f.Analysing visitors

8.The factors of the management of destinations (allowance 6/0)
a.The creation of a destination product

9.Evaluating the quality of a tourist destination (allowance 2/0)
a.Factors that influence the quality of a destination

10.Marketing of towns and villages (allowance 2/0)
a.The choice of the destination vision and mission
b.The goals of the destination

11.The examples of good practice in destination management (allowance 2/0)
Learning outcomes and competences:
Generic competences:
-ability to analyse and synthesize
-ability to apply knowledge
-ability to create new ideas (creativity)
-skilled at utilizing and processing information
-work in team

Specific competences:
-Ability to understand business in tourism and its principals and applications
-Student gains basic orientation in destination management issues
-Student learns how to analyse the importance and potential of cultural and historical sights for tourism development
-The ability to be well informed in the issues concerning strategic destination management.
-The knowledge of theoretical bases for creating a destination product, the ability to create a product for target segment.

Type of course unit: required
Year of study: Not applicable - the subject could be chosen at anytime during the course of the programme.
Work placement: There is no compulsory work placement in the course unit.
Recommended study modules: -
Learning activities and study load (hours of study load):
Type of teaching methodDaily attendance
Direct teaching
     lecture28 h
     consultation10 h
     preparation for exam32 h
     preparation for regular assessment10 h
     writing of seminar paper32 h
Total112 h
Assessment methods:
The condition for getting the credit is reaching minimum 17 points out of 30 for elaborating and presenting the seminar work. The seminar work is consulted with the lecturer during the term. The credit can be revised by re-elaborating the seminar work.
The final examination is written (open questions) and then oral. It is passed successfully when reaching minimum 17 points out of 30. The total mark in this subject is based on the total sum of points (minimum 34, maximum 60). The mark can be improved by oral re-examination.
Recommended reading:
TypeAuthorTitlePublished inPublisherYearISBN
RQVAJČNEROVÁ, I.Destinační managementV BrněMendelova zemědělská a lesnická univerzita2009978-80-7375-333-7
RQPALATKOVÁ, M.Marketingová strategie destinace cestovního ruchu: jak získat více příjmů z cestovního ruchuPrahaGrada200680-247-1014-5
RQRYGLOVÁ, K. -- BURIAN, M. -- VAJČNEROVÁ, I.Cestovní ruch - podnikatelské principy a příležitosti v praxiPrahaGrada2011978-80-247-4039-3
REKIRÁĹOVÁ, A.Marketing destinace cestovního ruchuPrahaEkopres200380-86119-56-4
REVAŠTÍKOVÁ, M.Marketing služeb: efektivně a moderněPrahaGrada2008978-80-247-2721-9


Last modification made by Ing. Marcel Ševela, Ph.D. on 08/21/2013.

Type of output: