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Presentation
Presentation
This curricular unit addresses the concepts, models and tools associated with the digital transformation of organisations and tourism destinations. Through the analysis of emerging technologies, organisational processes, cultural change and digital business models, students develop the skills required to diagnose needs, identify opportunities and design digital transformation strategies. The course adopts active learning methodologies, including case studies, Problem-Based Learning (PBL), practical technology exploration workshops, collaborative work and project development applied to the tourism sector. The integration of strategic reflection, organisational innovation and practical application prepares students for professional environments characterised by digitalisation, the growing adoption of artificial intelligence and the continuous need for adaptation and value creation.
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Class from course
Class from course
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Degree | Semesters | ECTS
Degree | Semesters | ECTS
Bachelor | Semestral | 5
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Year | Nature | Language
Year | Nature | Language
3 | Mandatory | Português
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Code
Code
ULHT225-22968
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Prerequisites and corequisites
Prerequisites and corequisites
Not applicable
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Professional Internship
Professional Internship
Não
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Syllabus
Syllabus
Digital transformation in tourism: fundamental concepts, drivers of change and value creation. Digitalisation, digital transformation and organisational competitiveness. Emerging technologies and their impact on tourism: artificial intelligence, automation, digital platforms, cloud computing, Internet of Things and data analytics. Data, Business Intelligence and decision-making. Digital customer experience, personalisation and omnichannel approaches. Digital business models and innovation ecosystems. Organisational culture, digital leadership and change management. Agile methodologies and people-centred innovation. Digital maturity assessment and identification of transformation opportunities. Formulation and implementation of digital transformation strategies. Ethics, sustainability and the challenges of digitalisation. Development, communication and presentation of digital transformation projects applied to organisations and tourism destinations.
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Objectives
Objectives
By the end of the curricular unit, students should be able to: Understand the fundamental concepts of digital transformation and their impact on organisations and tourism destinations. Analyse the role of technology in value creation, innovation and competitiveness. Identify emerging trends and technologies relevant to the tourism sector. Assess the digital maturity level of an organisation. Diagnose digital transformation opportunities in processes, services and business models. Apply analytical and strategic planning tools to digital transformation initiatives. Understand the challenges of change management and organisational culture. Critically evaluate the potential and limitations of artificial intelligence, automation and data analytics. Develop digital transformation proposals aligned with organisational strategic objectives. Communicate recommendations and projects in a structured and evidence-based manner.
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Teaching methodologies
Teaching methodologies
The teaching methodologies combine theoretical instruction with activities focused on active student participation. Case studies, Problem-Based Learning (PBL), digital technology exploration workshops, critical analysis of trends, collaborative activities and project-based learning are employed throughout the semester. Students are challenged to analyse organisations and tourism destinations, diagnose digital transformation needs, identify improvement opportunities and develop evidence-based solutions. Practical activities promote critical thinking, problem-solving, creativity, decision-making and the application of concepts to real-world contexts. The development of a digital transformation project throughout the semester constitutes the main experiential learning component of the course. Project presentations and discussions encourage peer learning, critical reflection and the development of communication skills.
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References
References
Buhalis, D. (2023). eTourism: ICTs for Tourism Management (4th ed.). Pearson. Kane, G. C. (2024). The Transformation Myth: Leading Your Organization Through Uncertain Times. MIT Press. OECD. (2024). OECD Tourism Trends and Policies 2024. OECD Publishing. Page, S. J. (2024). Tourism Management (7th ed.). Routledge. Rogers, D. L. (2016). The Digital Transformation Playbook: Rethink Your Business for the Digital Age. Columbia University Press. Westerman, G., Bonnet, D., & McAfee, A. (2014). Leading Digital: Turning Technology into Business Transformation. Harvard Business Review Press.
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Assessment
Assessment
Elemento
Ponderação
Participação, exercícios, atividades práticas e PBL
20%
Apresentação Intermédia 1
10%
Apresentação Intermédia 2
15%
Apresentação Intermédia 3
20%
Relatório final do projeto
10%
Teste individual
25%
Os trabalhos de grupo e atividades realizadas ao longo do semestre são avaliados com base no processo de desenvolvimento, nas apresentações e discussões realizadas ao longo do semestre e no produto final entregue. A classificação atribuída depende da demonstração efetiva de conhecimento, reflexão crítica e capacidade de argumentação evidenciadas pelos estudantes durante as atividades presenciais. A mera entrega de relatórios ou apresentações não constitui condição suficiente para obtenção de classificação elevada, sendo indispensável a participação ativa nas sessões de acompanhamento, discussão e apresentação dos trabalhos.
As apresentações intermédias constituem momentos obrigatórios de avaliação contínua. Todos os elementos do grupo devem estar presentes e participar ativamente na apresentação e discussão dos trabalhos. A avaliação destas componentes incide sobretudo na capacidade de análise, fundamentação, argumentação, resposta a questões e demonstração de domínio dos conteúdos desenvolvidos. A presença e participação ativa nas nestas apresentações é obrigatória. A ausência não justificada implica a atribuição de zero valores nesse elemento de avaliação (no caso de ausência justificada, é atribuída a média do grupo). A ausência a uma ou mais apresentações intermédias poderá inviabilizar o cumprimento dos requisitos mínimos da avaliação contínua, determinando a transição para avaliação por exame.
Nota mínima: 8 valores em todos os elementos:
- Participação, exercícios, atividades práticas e PBL (20%)
- Projeto (apresentações intermédias + relatório (55%)
- Teste (25%)
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Mobility
Mobility
No
