MPR_PRCR Projects in tourism

Faculty of Economics and Administration
Spring 2021
Extent and Intensity
2/1/0. 10 credit(s). Type of Completion: zk (examination).
Ing. Martin Šauer, Ph.D. (lecturer)
Ing. Markéta Novotná, Ph.D. (lecturer)
Ing. Markéta Novotná, Ph.D. (seminar tutor)
Ing. Martin Šauer, Ph.D. (seminar tutor)
Guaranteed by
Ing. Martin Šauer, Ph.D.
Department of Regional Economics and Administration - Faculty of Economics and Administration
Supplier department: Department of Regional Economics and Administration - Faculty of Economics and Administration
No special prerequisities are assigned for the subject.
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives
The objective of this subject is to deepen the knowledge and skills in the field of tourism product development. Through the project, students learn to design a tourism product based on current trends and innovations in the tourism sector. Emphasis is placed on integrating the concepts of an experience and shared economy and on the use of information technologies for collecting data about the destination's visitors. Design of tourism product can take both commercial and non-commercial (nonprofit, public) form of the projects.
Learning outcomes
At the end of the course students should be able to:
- understand the principles of an experience and shared economy,
- explain the specifics of tourism product design,
- understand the decision process and the buying behaviour of visitors to the destination,
- use and apply available customer data,
- use selected Design Service tools in tourism.
  • I. Conceptual introduction
  • - Tourism projects (typology, specifics, feasibility studies)
  • - Experience and Collaborative Economy
  • - Decision process and buyer behaviour models
  • - E-tourism and behaviour of visitors
  • - Creation of a tourism product (service/destination value chain, collaboration, smart destinations)
  • II. Data and information on tourism destination
  • - Big data in tourism
  • - Geodata and their use in designing tourism product
  • - Analysis and monitoring of the web and social networks
  • - Marketing information system
  • III. Product designing tools
  • - Storytelling as an instrument of experience-oriented tourism product
  • - Service Design in Tourism
  • - Co-creation value and tourism destination
    required literature
  • ŠAUER, Martin, Jiří VYSTOUPIL, Andrea HOLEŠINSKÁ, Monika PALATKOVÁ, Martina PÁSKOVÁ, Josef ZELENKA, Dana FIALOVÁ, Jiří VÁGNER, Petr HALÁMEK, Ondřej REPÍK and Ondřej PETR. Cestovní ruch. Učební text (Tourism. Learning text.). 1. vyd. Brno: Masarykova univerzita, 2015. 477 pp. info
  • Design science in tourism : foundations of destination management. Edited by Zheng Xiang - Daniel R. Fesenmaier. Switzerland: springer, 2017. xiv, 272. ISBN 9783319427713. info
  • FROCHOT, Isabelle and Wided BATAT. Marketing and designing the tourist experience. Oxford: (G) Goodfellow, 2013. viii, 218. ISBN 9781908999467. info
    recommended literature
  • Handbook of tourist behavior : theory & practice. Edited by Metin Kozak - Alain Decrop. 1st ed. New York: Routledge, 2009. xviii,267. ISBN 9780415993609. info
  • Analytics in smart tourism design : concepts and methods. Edited by Zheng Xiang - Daniel R. Fesenmaier. Switzerland: springer, 2017. xvi, 307. ISBN 9783319442624. info
  • STICKDORN, Mark and Jakob SCHNEIDER. This is Service Design Thinking: Basics - Tools - Cases. 5. vyd. Amsterdam: BIS Publishers, 2012. ISBN 978-90-6369-279-7. info
Teaching methods
Lessons take form of lectures (first half of periods) and seminars (second half of periods). The output is a tourism project and subsequent group discussion. Seminar and lectures preparation consist in reading selected papers and studies.
Assessment methods
The evaluation consists of verifying the student's practical skills (based on the presentation of the project - i.e. the ability of argumentation, 60 % of grade), and testing his theoretical knowledge (written test 40 % of grade).
Language of instruction
The course is also listed under the following terms Spring 2020.
  • Enrolment Statistics (Spring 2021, recent)
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