ITM Master 2. Sem.
9695 Seminar
CASE STUDY II

Wed 14:00-19:00 h, S17,
Exkursion 16./17.6.

6 SWS Course

Workload:

90 h classroom work / 270 h self-study

ECTS points: 12

Examination:

Presentations:

Intermediate Presentations (work-in-progress) 30 min. plus discussion (10% of final grade)

Final 60 min.  including discussion group presentations of the research results (30% of final grade)

Term paper: 

Written analysis (paper and electronical version), 10 pages p.P.

Deadline: 03.07.2017. (60% of final grade)

Basic work structure: Four Tourism Years, each for one member of group, comparison and general analysis together

Background: Current situation of tourism between two countries before YOT (partly based on other group results)

Descriptions of YOTs following uniform structures

Specific events analysis

Marketing strategies – how YOT is promoted

Compare YOT

Analysis of priorities in events according to categories

Inbound/Outbound tourist numbers Quantitative

Comparison of involvement of both sides/countries

If possible, investment in YOTs

Overall analysis – Pro & Con

Case Study Summer Semester 2017

Bilateral „Years of Tourism“ (YoT) as marketing instrument in international tourism

Using the example of the preparations for the EU-China Tourism Year 2018

Research tasks

a) Researching and presenting the development of the idea of YoT, comparison between selected YoTs, analysis of their effect on the bilateral tourism during and after the YoT within the framework of tourism marketing

b) ECTY 2018 researching, assessing and presenting development of ECTY2018 within the framework of EU policy on international tourism, development of recommendations

What is special about the EU-China Tourism Year 2018?

- Strong concentration on Chinese visitors to Europe - possible if China wants to attract more Europeans coming to China?

- First time not one country, but 28 countries:
How to deal with the wish of all countries to be included?
How to make sure that all countries are included but still Chinese are interested, even if main destinations are not prominently mentioned?
How can spatial and temporal dispersion be supported?

- How are decisions taken with 28 countries involved?

- How much is non-leisure tourism included in ECTY2018 activities?

Three groups:

1) Previous YoTs

2) Current YoTs 2017 (Australia, Turkey,…)

3) ECTY2018

Recommendations done together by all three groups

Timetable:

29.3.      Introduction EU-China tourism (WGA)

5.4.        no class

12.4.      Introduction YoTs

19.4.      Forming of groups, structuring and start of group work

26.4.      Qs, additional information WGA, Group reports  PACE2017

3.5.        Qs, Work programme until May 31 - Group reports

10.5.      no class

17.5.      no class

24.5.      no class

31.5.      WGA World Bridge Tourism meeting in Beijing report,
             Intermediate presentations of four groups

7.6.        Preparation excursion

14.6.      Preperation excursion

15./16.6. Excursion Brussels

21.6.      Preparation Final presentation

28.6.      Final presentation

http://www.ecty2018.org/

EuropeWebinar

  Contact: Prof. Dr. Wolfgang Georg Arlt FRGS
Bachelor and Master Program International Tourism Management
arlt@fh-westkueste.de, Office Schanzenstrasse 8, Tel. 0481 8555-513