| CODE | TRM2101 | |||||||||
| TITLE | Digital Tourism and Smart Technologies | |||||||||
| UM LEVEL | 02 - Years 2, 3 in Modular Undergraduate Course | |||||||||
| EQF/MQF LEVEL | Not Applicable | |||||||||
| ECTS CREDITS | 4 | |||||||||
| DEPARTMENT | Tourism Management | |||||||||
| DESCRIPTION | This study-unit provides the operational foundation of the modern digital tourism industry. Replacing traditional "e-Tourism" concepts, this course explores the Smart Technologies that currently power global travel operations. Students will map the contemporary digital ecosystem and examine the critical infrastructure of Global Distribution Systems (GDS) and the business models of Online Travel Agencies (OTAs). The unit integrates Artificial Intelligence as a practical operational tool rather than a theoretical concept. Students will study how hospitality and aviation sectors utilise Dynamic Pricing algorithms to maximise yield, how Personalisation Engines tailor the user experience in real-time, and how Chatbots and Virtual Assistants are reshaping customer service and operational efficiency. Study-unit Aims: The aim of this study-unit is to equip students with the "digital literacy" required for operational roles in the tourism sector. It aims to provide understanding on the backend systems that drive bookings and revenue, while providing practical knowledge of digital marketing strategies (SEO, Social Media, EEAT) and the application of current AI tools for customer engagement and service automation. Learning Outcomes: 1. Knowledge & Understanding By the end of the study-unit the student will be able to: - Explain the relationship and data flow between Suppliers, GDS, OTAs, and Metasearch engines; - Understand the mechanics of Dynamic Pricing (Yield Management) and how algorithms adjust rates based on real-time supply and demand; - Differentiate between standard automation and AI-driven tools, specifically focusing on the role of Chatbots and Personalisation Engines in customer service; - Comprehend the role of IoT (Internet of Things) and sensors in managing visitor flows and enhancing the "in-destination" experience. 2. Skills By the end of the study-unit the student will be able to: - Analyse a tourism business's online footprint, identifying gaps in their distribution strategy or user experience (UX); - Formulate basic strategies for Search Engine Optimisation (SEO) and Social Media marketing specifically for travel brands and EEAT strategies; - Assess the effectiveness of current digital tools (e.g., specific booking engines or chatbot providers) for small vs. large tourism enterprises. Main Text/s and any supplementary readings: View reading list |
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| STUDY-UNIT TYPE | Lecture | |||||||||
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2026/7. It may be subject to change in subsequent years. |
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