Course Code: HTOM 5508
Academic Year: 2023-2024
This course provides an overview of the current trends within the global tourism and hospitality industry. Students will explore and examine the impacts of external macroenvironmental factors (environmental, political, legal, technological, economic, socio-cultural), as well as the impact of internal microenvironmental factors (company, customers, competitors, suppliers, marketing intermediaries, general public) when analyzing the success of a tourism destination or organization. Finally, students will apply their learning through a live case analysis, reflecting on the implications and opportunities the impacts of the micro- and macroenvironmental factors have on and influence the future of the global tourism industry, within their assigned live case (based on their selection sector interest).