Tourism and valorization of artistic and cultural heritage.
Choose your study abroad courses in Milan, Florence and Mantua.
Tourism and cultural management. The Italian system
TO CH 301 – Cr: 3; Contact hrs.: 45
The course introduces the need for identifying the cultural, touristic and natural assets found in the Italian territory, in order to gain a cognitive tool, of scientific-management and cultural value, beneficial to the development of the current framework – the Italian System. This analysis is also necessary to assess the human and material resources required for land development and for the promotion of tourism also on a local level.
Tourism marketing: the Italian “widespread museum” concept.
TO CH 302 – Cr: 3; Contact hrs.: 45
Managerial and cultural heritage marketing literature is rich in theoretical information, but still lacking in empirical research. The course provides a conceptual and empirical contribution to the studies of cultural consumers’ behavior and development of cultural heritage. This is particularly popular in our Country and if properly managed cannot only represent educational wealth for people, but it can contribute to creativity and innovation developments and ultimately, to the competitiveness of the Country. To unleash its potential, on one side, it’s necessary to activate a cultural, social and economic development process for each cultural organization as well as on a systematic level between them and stakeholders and, on the other side, it is crucial that the country develops higher consumption rates and participation to cultural activities. A potential heritage management process is provided, managed by single cultural organizations, and some hypotheses are drawn based on suggestions emerging from the demands of the market.
Tourism law. An Italy-America-Europe comparison.
TO CH 303 – Cr: 3; Contact hrs.: 45
The course aims to offer a valuable working tool to anyone, whom under any capacity, will work in tourism. The effects of the crucial Constitutional Court intervention are taken into account (it has established the unconstitutionality of almost all of the provisions of the tourism Code for the sector’s administrative organization) and to record the first judicial measures and policies outlining the new guidelines for the protection of tourists that are still part of the tourism code. The comparison between the Italian / European and American situations is important.
Social media marketing for tourism. New opportunities for small Italian businesses and globalization.
TO CH 304 – Cr: 3; Contact hrs.: 45
The Internet has radically transformed tourism, it has changed the relation between supply and demand and it has introduced a new way for tourists to relate with destinations, organizations and suppliers. It has also changed the market’s structure, facilitating disintermediation and re-intermediation, creating new business models, modifying the communication and distributions channels, and introducing a new way of doing marketing. Today the touristic demand is placed online and on the Internet: here is where tourists search for information and decide on what to do and, above all, they become promoters and advisors for other tourists. Social media marketing for tourism represents a great opportunity for destinations and businesses: today, engaging with online users is the only way to increase visibility, recognition and reputation in the market. The course examines how to build winning social strategies, how to apply effective content and viral marketing tactics, how to manage the tourism community, outlining the best suited tools and platforms to generate online conversations, stimulating brand reputation and sentiment, without forgetting to include the current topic of mobile marketing.
The role of tour guides. A comparison of the Italian and European training methods.
TO CH 305 – Cr: 3; Contact hrs.: 45
The course provides the basic elements of all disciplines involved with the professional role of tour guides. The course discusses case histories and various practical experiences that are essential preparatory tools for this profession.
Tourism business and management of the artistic and cultural heritage in Italy.
TO CH 306 – Cr: 3; Contact hrs.: 45
Cultural tourism is an important economical lever that can guarantee Italy a competitive international leadership. The course analyzes what culture and creativity mean nowadays, based on a theoretical-analytical approach of political and applied economics. It also examines the features of supply and demand of cultural tourism, the cultural and creative nature of businesses, the role of policies and strategies for the growth of cultural economy. Specifically, it investigates the roles of the State and of the Welfare State deprived of funds, associations, sponsors and other financiers of Italian culture. Special attention is also given to fundraising, as it’s a strategic priority for Italian organizations.
The ethics of tourism in Italy: peculiarities and competitive value.
TO CH 307 – Cr: 3; Contact hrs.: 45
The course answers various questions through a wider theoretical investigation, which begins with the definition of tourist and the distinction between the tourist and the traveler, in order to understand the key aspects of the moral reflection on tourism: responsibility, sustainability, equity and respect for cultural differences. The course doesn’t just offer a scenario of the ethical issues with which the tourists and the industry measure or should measure themselves, but also expresses and discusses their requirements and implications, in order to gain greater awareness of the effects tourism has on people and on the environment. This facilitates a deeper reflection on the type of tourism that should be morally correct and on the limits that should be applied on the current model. The situation in Italy.
Tourism and management of Italian art centers.
TO CH 308 – Cr: 3; Contact hrs.: 45
Italian cultural heritage represents the visible and tangible testimony of its history, and the evolution and changes that took place throughout. What distinguishes one Country from another is not just the morphological aspect of its territory but also its culture, intended as a combination of arts, costumes and social traditions. The subject of Cultural Goods is examined with the constitutional requirements for culture and art organizations. From the origin of the word “cultural good” the course develops some considerations on the actual content of this term within the articles 117 and 118 of our Constitution, attempting to draw a dividing line between the activities of ‘protection’, ‘management’ and ‘valorization’.
Land and local tourism development. From Bed and Breakfasts to “adventure tourism” in Italy.
TO CH 309 – Cr: 3; Contact hrs.: 45
How can agencies contribute to the revival of Italian tourism? The key players for this re-launch are local public administrations and the organizations that can learn how to adapt their offers to the new needs and behaviors of tourism, which is no longer standardized and undistinguished. Consumers are looking for places with strong cultural identities, while others are strongly attracted to the “adventure” factor. The course examines theoretical and methodological tools in order to launch local touristic systems or “adventure systems” through a collaborative partnership among local bodies and hospitality businesses.
Tourism sociology: foreigners in Italy.
TO CH 310 – Cr: 3; Contact hrs.: 45
The course examines the birth and spread of tourism in Italy and the social signi cance that this phenomenon has achieved throughout its development. The mythical force of the holiday destination is understood through gurative artworks, while the cultural aspects of the tourist’s life are highlighted through literary works, medical advice and sociological and cultural anthropology research. The spreading of the business of tourism highlights the various methods used to take advantage of the sea, the mountains, etc. depending on latitudes and seasons. Special attention is given to the tourists’ life experience in Italy, to the behaviors’ symbolic nature, while considering the various phases of the industrial society and the recent entry into a postindustrial society.
Sessions: FALL 2018 (August 27th – December 14th) / SPRING 2019 (January 29th – May 18th)
Locations: Milan or Florence or Mantua
- Customizable 4 courses + Italian Language (3-4 hrs. / week)
Customizable 3 courses + Italian Language (6hrs / week)
Sessions: JANUARY 2019 / JUNE 2019 / JULY 2019
Locations: Milan or Florence or Mantua
- One course
GRAND TOUR PROGRAM
Sessions: FALL 2018 (August 27th – December 14th) / SPRING 2018 (January 30th – May 19th)
Locations: Florence and Milan and Mantua
- Semester Program