Ateneo - UPO

The course analyses the tourist destination as a complex system, integrating classic territorial management models with modern communication dynamics. Starting from a structural analysis, it delves into the role of media in constructing the collective imagination and the influence of narratives on the motivations that guide travel choices.
A specific section is dedicated to the relationship between territory and media as a tool for redefining the tourist identity of places. In this context, practices for enhancing environmental resources are examined, with particular attention to parks, historical gardens, and their link with food and wine. These elements constitute complex products capable of merging local identity with the narrative dimension of contemporary travel.

Ferrario C., Dell'Era B., La destinazione turistica e l'esperienza di viaggio. Modelli e pratiche, TAB Edizioni, Roma, Isbn: 79-12-5669-327-6. Chapters II, IV.
Professors' manual currently being published
World Tourism Organization and Netflix (2021), Cultural Affinity and Screen Tourism – The Case of Internet Entertainment Services, UNWTO, Madrid, DOI: https://doi.org/10.18111/9789284422838

The course aims to provide students with the necessary tools to master the methodological concepts of mediated territorial valorisation. Students will acquire knowledge of the dynamics of media influence on travel motivations and understand the theoretical foundations for analysing the contemporary tourism market. The acquired knowledge will allow students to analyse and decode the link between filmic/literary imagination and the physical reality of the territory. Through case study analysis, students will learn to apply scientific criteria for assessing attractiveness to transform a territory into a narrative tourism product. By the end of the course, students will be able to evaluate the effectiveness of territorial enjoyment proposals, critically interpreting the link between communication tools and destinations.
Communication skills: with the acquired knowledge, students will be able to plan and formulate transmedia value propositions. They will know how to communicate a place's identity by integrating narrative and technical languages typical of the media. Particular attention will be devoted to developing operational skills in designing multi-channel digital marketing campaigns applied to tourism. Students will acquire practical tools to transform a territorial valorisation concept into a measurable digital communication plan based on funnels, ADV, social content, and performance metrics. The course provides the methodologies necessary to develop autonomous and critical learning in the field of media valorisation of a destination. The teaching method, based on the transition from theoretical analysis to the design of territorial paths, will allow students to assimilate the logic of the evolution of the contemporary tourist destination. Students will thus be able to constantly update their skills in a self-directed manner, interpreting new communication scenarios and emerging trends in media languages.
The course awards 6 ECTS credits, corresponding to a total student workload of 150 hours. Of these, 45 hours – divided into 15 hours for the first module, equivalent to 2 ECTS credits, and 30 hours for the second module, equivalent to 4 ECTS credits – are devoted to in-person teaching activities, including lectures and interactive teaching sessions; the remaining hours are dedicated to self-study, through individual study of the reference texts and materials made available on the DIR platform.

None

The course integrates traditional lectures with laboratory activities and project work. A significant portion of the hours will be dedicated to:

- analysis of real-world case studies;
- guided exercises on buyer personas, funnels, and digital campaigns;
- simulations of multi-channel campaign design;
- group work oriented toward building a digital tourism communication plan;
- guided use of digital tools and platforms for ADV and content design.

Students with physical disabilities, Learning Disabilities or Special Education Needs can request specific services and tools via the Staff Sviluppo e Coordinamento Carriere e Servizi alle Studentesse e agli Studenti, consulting the University webpage: https://www.uniupo.it/en/services/servicesstudents-physical-or-learning-disabilities Students with disabilities, learning disabilities or special education needs, once they have contacted the University Staff, can refer to the tutor in charge of the course to define the examination modalities, concerning academic aspects.

The exam (single for both modules), lasting two hours, consists of a written test divided into three parts:
- 10 multiple-choice questions to verify basic concepts (0.5 points each, up to 5 points);
- one open-ended question regarding the theoretical part of the course, aimed at assessing the understanding of the analyzed models (up to 10 points);
- one project-based question regarding the description of an assigned case study, to evaluate the ability to apply knowledge in practice (up to 15 points). This task will be based on building a digital communication strategy for the tourism promotion of a destination, facility, or event. Students must demonstrate the ability to:
• define targets and personas;
• set a value proposition and communication concept;
• create different hooks and ADV techniques for different targets;
• structure a digital funnel;
• select channels and tools;
• define KPIs for measuring results.
In the case of a 30/30 score, honors (lode) may be awarded to students who demonstrate exceptional critical processing skills, mastery of technical language, and original, in-depth argumentation in line with the expected learning outcomes.

The following topics will be covered in the two modules:

- Dynamics of choosing a destination: intrinsic motivations, attractiveness of places, and selection processes;
- Screen tourism and cultural affinity;
- Storytelling;
- Food and wine tourism;
- Roots tourism
- Garden tourism
- Promotion strategies using digital tools applied to tourism;
- Introduction to digital communication applied to tourism and destinations;
- From destination to tourism product: transforming the offer into a communicable value proposition;
- Target analysis and construction of buyer personas in the tourism sector;
- Identifying traveler pain points and motivational levers;
- Audience segmentation and positioning definition;
- Value proposition and territorial storytelling;
- Marketing funnel design for the promotion of a location, facility, or event;
- Funnel architecture: awareness, lead generation, conversion, retention;
- Creation of communication concepts and angles;
- Tone of voice and copywriting for tourism;
- Design of visual and video content for social media;
- Digital platforms for tourism promotion (Meta, Instagram, TikTok, Google);
- Introduction to ADV campaigns: objectives, formats, targeting;
- Principles of A/B testing on creativity and copy;
- Landing pages and conversion mechanics;
- Introduction to main digital marketing KPIs (CPM, CTR, CPC, CPA, ROAS, ROI);
- Basics of campaign tracking and data reading;
- National and international case studies of digital tourism promotion;
- Group project laboratory: ideation and development of a multi-channel campaign for the promotion of a destination, facility, or event;
While not a specific subject of instruction, the gender dimension could be integrated transversally throughout the course.

To achieve knowledge and skills corresponding to a minimum passing level, students are asked to demonstrate:
knowledge: knowledge of tourist valorisation processes and the analysis dynamics of the environment in which contemporary destinations operate; knowledge of the link between media and the traveller’s imagination construction processes; knowledge of the specific characteristics and development potential of certain types of thematic tourism.
skills: acquisition of fundamental notions for analysing a destination and tourist motivations; acquisition of methodological tools to evaluate the appeal of a destination based on environmental and narrative attractiveness criteria.
soft skills: ability to present course topics with clarity and argumentative effectiveness, using appropriate technical terminology.
To achieve an advanced level, students must demonstrate: a global and unified understanding of the link between media narration and tourism design; active and confident competence in using international reports and industry studies for travel trend analysis; the ability to autonomously reprocess course content. Students must also prove they can independently design a digital communication campaign for tourism promotion, defining strategy, tools, content, channels, and performance indicators, justifying their choices on a methodological and data-driven basis.