Class Tourism Markets and Products

The Tourism Markets and Products curricular unit offers an in-depth analysis of tourism markets and consumer behaviour, with a special focus on Portugal and external perspectives. It provides knowledge on the development of innovative and sustainable tourism products, effective marketing strategies and the guarantee of quality services. This subject enables students to understand market trends, promoting competitiveness and sustainability in the Portuguese tourism sector.  

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1. Elements of the tourism product: A components view; A benefits view; Components of the general product/Components of the specific product 2. Differentiating characteristics of tourism services: 7 Ps of services; Differentiating characteristics of services/Differentiating characteristics of tourism services 3. Consumer behaviour and motivations: Factors influencing tourists; decisions Information processing Tourists; decision-making process 4. Market segmentation in the tourism industry: Segmentation concepts applied to tourism; Criteria for defining segments; Segmentation methods 5. Case studies: Senior Tourism; Youth Tourism 6. Educational Tourism Tourism Products case studies

In addition to theoretical lessons, classes include practical activities such as thematic discussions, analyses of case studies, research activities, with the aim of interpreting, filtering information, critical thinking and creativity. The chosen methodology also aims to encourage students to participate actively in class, developing their critical skills and their ability to study independently. To support the teaching-learning process in an innovative way, methodologies such as Project-Based Learning (PBL) can be used, which involves students in solving real problems in the tourism market. Flipped classrooms allow students to study theoretical content at home and use class time for practical activities and discussions. Continuous assessment comprises: group work and a written test. The group work accounts for 40 per cent and the written test for 60 per cent of the final grade.   

Giotis, G., & Papadionysiou, E. (2022). The Role of Managerial and Technological Innovations in the Tourism Industry: A Review of the Empirical Literature. Sustainability, 14, 5182. https://doi.org/10.3390/su14095182 Streimikiene, D., Svagzdiene, B., Jasinskas, E. & Simanavicius, A. (2021). Sustainable tourism development and competitiveness: The systematic literature review. Sustainable Development. 29:259–271. https://doi.org/10.1002/sd.2133 Hall, C. M. (Ed.). (2024). The Wiley Blackwell companion to tourism. John Wiley & Sons. DOI:10.1002/9781119753797 Prayag, G. (2024). Consumer Behaviour in Tourism. The Wiley Blackwell Companion to Tourism, 32-45. https://doi.org/10.1002/9781119753797.ch3