Emerging Tourism Markets

Department

Master's Program Entrepreneurship & Tourism

Course unit code

TOU-MMT-3-ITO-ETM-ILV

Number of ECTS credits allocated

Name of lecturer(s)

Haselwanter Stefanie, BA MA, FH-Prof. Dr. Manske-Wang Wei, Bayer Jannes, MA, Dr. Müller Sabine

Mode of delivery

face-to-face

Recommended optional program components

none

Recommended or required reading

Barbini, F.M., & Presutti, M. (2014). Transforming a peripheral area in an emerging tourism destination. Tourism Geographies, 16(2), 190-206.

Burns, P.M., & Novelli, M. (2008) (eds.). Tourism development: Growth, myths, and inequalities. CABI.

Chow, I., & Murphy, P. (2008). Travel activity preferences of Chinese outbound tourists for overseas destinations. Journal of Hospitality & Leisure Marketing, 16(1-2), 61-80.

Das, J., & Dirienzo, C. (2010). Tourism competitiveness and corruption: A cross-country analysis. Tourism Economics, 16(3), 477-492.

Dhiman, M.C. (2017) (ed.). Opportunities and challenges for tourism and hospitality in the BRIC nations. IGI Global.

Kragelund, P., & Carmody, P. (2016). The BRICS' impacts on local economic development in the Global South: The cases of a tourism town and two mining provinces in Zambia. Area Development and Policy, 1(2), 218-237.

Li, X. (2016) (ed.). Chinese Outbound Tourism 2.0. AAP.

Li, X., Lai, C., Harrill, R., Kline, S., & Wang, L. (2011). When east meets west: An exploratory study on Chinese outbound tourists' travel expectations. Tourism Management, 32, 741-749.

McCartney, G. (2008). Does one culture all think the same? An investigation of destination image perceptions from several origins. Tourism Review, 63(4), 13-26.

Morrison, A.M. (2013). Marketing and managing tourism destinations. Routledge.

Mowforth, M. and Munt, I. (2016). Tourism and sustainability: Development, globalisation and new tourism in the third world. 4th edition. Routledge.

Sparks, B. and Pan, G.W. (2009). Chinese outbound tourists: Understanding their attitudes, constraints and use of information sources. Tourism Management, 30, 483-494.

Tretheway, M. and Mak, D. (2006). Emerging tourism markets: Ageing and developing economies. Journal of Air Transport Management, 12, 21-27.

Wong, E., Mistilis, N., & Dwyer, L. (2011). A model of Asean collaboration in tourism. Annals of Tourism Research, 38(3), 882-899

Yeoman, I., Tan, R. L. Y., Mars, M. and Wouters, M. (2012). 2050 - Tomorrow‘s tourism. Channel View Publications.Teaching materials (slides, handouts, etc.) provided on Sakai

Assessment methods and criteria

Project work

Level of course unit

Master

Year of study

Fall 2025

Semester when the course unit is delivered

Language of instruction

English

Learning outcomes of the course unit

This course introduces students to emerging tourism markets and destinations to generate an in-depth understanding of their characteristics, trends and challenges. A special focus is put on identifying nations, which experience economic growth, such as the BRICS countries & ASEAN, and discussing the role they play in shaping the tourism markets of today and tomorrow.

Students will:
- Develop an understanding of current trends and changes in international tourism markets and destinations.
- Analyze the importance of socio-cultural factors within this context and identify potential challenges for emerging tourism markets and destinations.
- Critically discuss ways of how the tourism industry and its different stakeholders deal with the challenges identified.
- Identify and critique industry responses to the changing characteristics of tourists.

Course contents

- Development and marketing of new source and target markets in tourism
- Analysis of worldwide travel behavior and growth markets
- Comparison of international figures/data/facts of tourist destinations and marketing of destinations in a global world

Planned learning activities and teaching methods

The course comprises an interactive mix of lectures, discussions and individual or group work.

Work placement(s)

none

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