| CODE | TRM3200 | |||||||||
| TITLE | Digital Presence and Web Strategy in Tourism | |||||||||
| UM LEVEL | 03 - Years 2, 3, 4 in Modular Undergraduate Course | |||||||||
| EQF/MQF LEVEL | Not Applicable | |||||||||
| ECTS CREDITS | 4 | |||||||||
| DEPARTMENT | Tourism Management | |||||||||
| DESCRIPTION | This study-unit examines the technological trajectory of the World Wide Web and its transformative impact on the Tourism. Rather than viewing the internet as a static tool, the course adopts a historical "Problem vs. Solution" framework. Students will analyse how Web 1.0 emerged to solve information accessibility (the Brochure Era), how Web 2.0 disrupted the industry by solving the trust gap through social interaction (the User-Generated Content Era), and how we are now transitioning to Web 3.0 to solve issues regarding data ownership and automation (the Intelligent Web Era). The unit places a strong emphasis on future-looking technologies. Specifically, it explores how Artificial Intelligence (AI) and Autonomous Agents are shifting the industry from "search-based" planning to "action-based" booking. Study-unit Aims: The aim of this study-unit is to provide students with a strategic understanding of the internet's evolution. It aims to equip future tourism managers with the ability to distinguish between hype and utility, allowing them to leverage AI and emerging web standards to solve complex industry frictions such as personalisation, over-tourism, and digital preservation. Learning Outcomes: 1. Knowledge & Understanding By the end of the study-unit the student will be able to: - Identify the specific limitations of previous web generations and how they necessitated the shift to the current era; - Discuss the shift from keyword-based search (SEO) to semantic understanding and Generative AI (LLMs) in the context of travel planning; - Evaluate how Virtual Reality (VR) and Augmented Reality (AR) amongst others are creating pre-travel experiences and aiding in Heritage interpretation. 2. Skills By the end of the study-unit the student will be able to: - Analyse a current friction in the tourism industry (e.g., fragmented loyalty programs) and propose a solution using current or emerging web technologies; - Critically assess new technologies to determine if they offer genuine utility to the tourism sector or are merely marketing trends; - Develop strategic roadmaps for heritage sites or tourism businesses to adopt AI Agents and automation. 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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