Marketing of Tourist Products and Pricing

Target Audience

The course is designed to empower professionals and students who work or wish to work in the tourism production chain, including students of Tourism, Hospitality, and Management, travel agents, managers, and individuals looking to align their businesses with contemporary trends in technological innovation.

Justification

The tourism sector has particularities that require highly strategic management, especially due to characteristics such as the intangibility and perishability of services. The justification for this course lies in the urgent need to professionalize the sale of experiences, moving beyond simple commerce to focus on competitiveness and sustainability of the business. Additionally, technical and strategic pricing is essential to avoid losses and ensure that the value perceived by the tourist aligns with the quality of the experience offered.

General Objective

To understand and apply concepts, strategies, and trends in the marketing of tourism products and services, aiming to increase competitiveness and the quality of experiences offered to tourists.

Specific Objectives

• To recognize the essential elements and characteristics of tourism products and services and their implications for management;
• To analyze distribution channels, pricing methods, and marketing strategies suitable for different contexts in the sector;
• To develop innovative, sustainable, and inclusive practices for service, customer loyalty, and strengthening of tourist destinations.

Curriculum Content

[title-dropdown] Module 1 - Fundamentals of Tourism Product Marketing [/title-dropdown]

[content-dropdown] The student will learn the basic concepts of tourism products, their constitutive elements, and specific characteristics of services in the sector, such as intangibility, simultaneity, heterogeneity, and perishability. The importance of marketing and communication for selling experiences will also be addressed, as well as the stages of the marketing process, differentiating the main types of tourism products available in the market. [/content-dropdown]

[title-dropdown] Module 2 - Distribution Channels and Sales in Tourism [/title-dropdown]

[content-dropdown] The channels of commercialization, both direct and indirect, and their influence on the customer experience will be studied. The student will learn about multichannel strategies, the role of travel agencies and operators, and the functioning of online sales, OTAs, and social media as tools to expand reach and competitiveness. Practical examples will be presented to understand the integrated use of proprietary channels and digital platforms. [/content-dropdown]

[title-dropdown] Module 3 - Pricing of Tourism Products and Services [/title-dropdown]

[content-dropdown] The focus will be on the importance of setting prices strategically, avoiding losses and ensuring competitiveness. Concepts of costs, expenses, price formation, pricing methods, markup calculation, and adjustments according to seasonality will be addressed. Practical examples and simulations will be used to apply pricing strategies, such as discounts, promotional packages, and combos, in a planned and sustainable manner. [/content-dropdown]

[title-dropdown] Module 4 - Trends and Best Practices in Tourism Marketing [/title-dropdown]

[content-dropdown] The student will analyze contemporary trends, such as experience tourism, customized products, sustainable practices, inclusion, and technological innovation (AI, VR, chatbots). Strategies for partnerships and cooperation networks for collective strengthening will be discussed, as well as techniques for humanized service, customer loyalty, and post-sale. The goal is to prepare the student to create differentiated experiences aligned with the new demands of the modern tourist. [/content-dropdown]