Tourism as a Strategic Management Challenge

About

The tourism industry is increasingly recognized not merely as a service sector but as a dynamic field of strategic management. With tourism being one of the fastest-growing industries worldwide, it’s essential to not only grasp the operational side of tourism but also the strategic decision-making processes involved. This course focuses on both, theory and real-world application and aims to provide students with the opportunity to understand the tourism system and its key players, as well as to recognize their role and personal impact within the industry. Hungary, with its rich cultural heritage and growing tourism potential, provides an excellent real-world example of how strategic management can be applied to promote a destination effectively on the global stage and so help enhance its appeal to international tourists.

Course leader

Gabriele Tragschitz-Koeck is a self-employed entrepreneur with over 30 years of working experience in the field of tourism and leisure management. She has collaborated in several marketing projects, e.g. for the EXPO 2020 in Dubai, UAE and for the F1 Grand Prix in Abu Dhabi, UAE. She is senior professor at a Tourism School and College in Vienna, Austria and is lecturing at different universities in Austria as well as in international programs in Malta, Dubai (UAE), Jeddah (Saudi Arabia), Baku (Azerbaijan) and Tashkent (Uzbekistan). Holding a Master’s degree in Tourism and Hospitality Management she has published several books on Marketing and CRM in the tourism industry.

Target group

BA and MA students, recent graduates

Course aim

Upon completion of this course, students can:
- understand current issues and trends in the global tourism industry
- analyze the human and environmental impact of tourism towards sustainable travel
- develop skills to create and discuss the importance of marketing planning in tourism
- discuss critically the future of tourism in Hungary

Fee info