Sustainable high-end tourism

所在平台: Coursera

课程主页: https://www.coursera.org/learn/sustainable-high-end-tourism

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课程简介

课程名称：可持续高端旅游 课程概述：欢迎参加可持续高端旅游课程。为什么要参加这个课程？高端旅游是一个在过去50年中全球迅速发展的领域和产业。全球化和可持续性的发展需要在这一高端行业中加以关注。本课程将探讨高端旅游的定义、特点及其必要性。我们将重点分析可持续性在提供高端旅游服务中的核心要素，以及客户在这些方面的看法。了解客户视角至关重要。我们还会研究客户体验这些高端产品和服务的方式，以及如何进行有效管理。管理高端旅游的关键在于为客户、员工和企业创造附加值。因此，本课程分为五个主要模块： 1. 高端旅游导论 2. 高端旅游与可持续发展的三大支柱 3. 可持续高端旅游的客户洞察 4. 可持续高端旅游体验产品与服务的营销 5. 可持续高端客户体验的运营管理 模块一：高端旅游导论 本模块探讨奢华的概念及其历史演变，奢华如何与社会变化相关联，从象征地位和权力到自我表达的手段。我们将分析奢华旅游的发展历程，从独特的“欧洲 Grand Tour”到如今奢华体验的普及化。我们也将讨论当代社会对奢华的变化认知，奢华不再仅仅是拥有稀有物品，而是体验乐趣和情感。最后，我们将探讨人际互动在奢华旅游中的作用，包括员工的选择、持续培训及个性化服务对客户满意度的影响。 模块二：高端旅游与可持续发展的三大支柱 本模块关注可持续性及其与高端旅游行业的联系。我们将回答以下问题：什么是可持续发展，如何在旅游领域中实施？可持续旅游的三大支柱是什么？针对高端旅游，可以采取哪些措施促进更加可持续的奢华旅游？我们将重点关注全球可持续发展理事会的可持续旅游标准，作为高端旅游企业可以实施的一套行动方案。 模块三：可持续高端旅游的客户洞察 随着购买力和生活水平的提高，全球奢侈旅游市场在最近几年迅速增长。可持续性也成为奢侈游客的一个重要元素。因此，对奢侈游客的客户洞察引起了酒店和旅游学术界及从业者的关注。本模块将帮助学生了解可持续高端旅游背景下客户洞察的定义、益处及类型，掌握各类客户洞察工具与方法，理解可持续高端旅游产品对客户的价值。 模块四：可持续高端旅游体验产品与服务的营销 本模块介绍可持续高端旅游的推广和营销以及其环境和经济影响。学生将了解可持续高端旅游营销的概念及其对旅游企业和运营者的吸引力，学习可持续营销组合及其在高端旅游中的应用，并探讨可持续高端旅游营销的工具和策略。我们还会简要介绍国际交流中的注意事项，以及外语在推广可持续旅游中的重要性。 模块五：可持续高端客户体验的运营管理 高端服务由于其临时性和对卓越的不懈追求而面临挑战。本模块将探讨解决这些挑战的方案，包括服务管理中的各项整合方法、服务组织中的绩效评估系统、跨国服务管理及服务(概念)策略的定义。通过视频、演示和教学大纲的学习，学生将能够应对高端旅游运营管理领域的各种挑战。

课程大纲

Name:Sustainable high-end tourism

Description:In this course we will have a look at high-end tourism and its specificities. We will have a look at the main elements in the sustainability aspect of delivering that service. We will also have a look at how a customer looks at those elements. Because the client's perspective is essential. Once we know that, we will have a look at how customers experience those products and services and how we manage them. Because lest we forget working in managing high-end tourism is all about creating that added value for the customer, for the personnel, and for those companies. Therefore, the course is structured into five main modules:
1. Introduction to high-end tourism
2. High-end tourism and the three pillars of sustainability
3. Customer insight in sustainable high-end tourism
4. Marketing sustainable high-end tourism experience products and services
5. Operational management of sustainable high-end customer experience

Name:Introduction to High-end Tourism

Description:This module is dedicated to exploring the concept of luxury, its evolution throughout history, and its connection to societal changes, from symbolizing status and power to becoming a means of self-expression. We'll delve into how luxury tourism has developed, from the exclusive Grand Tours of the past to the democratization of luxury experiences today. We’ll discuss the changing perceptions of luxury in contemporary society. Luxury is no longer solely about owning rare items but about experiencing pleasure and emotion. We'll explore how luxury experiences are reshaping the traditional concept of value creation and discuss the subjective nature of what constitutes luxury. At the end, we'll delve deeper into the role of human interaction in luxury tourism. We’ll examine how staff selection, continuous training, and personalized service contribute to customer satisfaction. We'll discuss the dynamic and personalized nature of luxury experiences co-created by customers and staff.

Name:High-end tourism and the three pillars of sustainability

Description:This module is dedicated to the study of sustainability and its connections with the high-end tourism sector. In this module we will try to give answer to the following questions: What is sustainable development and how can it be implemented in the field of tourism? What are the three main pillars of sustainable tourism? In the specific case of high-end to tourism, what actions can be done in order to have a more sustainable luxury tourism? In this case, we will pay specific attention to the Global Sustainability Council Criteria for sustainable tourism as an example of a set of actions that can potentially be implemented at any high-end tourism company.

Name:Customer Insight in Sustainable High-end Tourism

Description:The rising purchasing power and standard of living have promoted the rapid growth of the global luxury travel market over the past few years. Sustainability is also an important element which has become a relevant issue for the luxury tourists. Therefore, customer insights of luxury tourists are drawing increasing attention from hospitality and tourism academics and practitioners. During this module, the student will become acquainted with the definitions, benefits, and various types of customer insight in the context of sustainable high-end tourism. He or she will learn the fundamentals of various customer insight tools and methods related to customer insight, consumer behaviour, and trends from a sustainable high-end tourism perspective. The student will comprehend the significance of the value of the sustainable high-end tourism product for the customer. He or she will be familiar with customer-driven marketing best practices and success stories.

Name:Marketing sustainable high-end tourism experience products and services

Description:This module will introduce you to the sustainable high-end tourism promotion and marketing, as well as its environmental and economic impact. The student will learn about the sustainable high-end marketing concept and why it is appealing to tourism enterprises and operators; what is the sustainable marketing mix and how it applies to high-end tourism; also, what are the sustainable high-end tourism marketing tools and strategies that can be useful for local business development. The students will learn about international communication in the high-end tourism sector and will know the Dos and Don’ts in international communication, as well as the importance of foreign languages in promoting sustainable tourism. Finally, IT tools for more efficient marketing will be examined and the learners will be introduced briefly to the internet/online/web marketing, e-mail marketing; and social media marketing.

Name:Operational Management of sustainable high-end customer experience

Description:High-end services within the field of international services are challenging due to their temporal nature and constant search for excellence. In this module we will have a look at those challenges and finding answers to whatever the customer throws at you. Integrating the approaches within field of service management, i.e., service design etc., one can identify four important issues: performance measurements systems in service firms, managing innovation in a service environment, managing services across national boundaries and of course defining a service (concept) strategy. In this module we will have a look at each of those issues through video, presentations and a syllabus text that should make you able to tackle pitfalls within the field of operational management of high-end tourism.

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