Emerging Markets in Tourism and Keys to Competitive Success

Universidad de Barcelona

Course Description

  • Course Name

    Emerging Markets in Tourism and Keys to Competitive Success

  • Host University

    Universidad de Barcelona

  • Location

    Barcelona, Spain

  • Area of Study

    Business, Hospitality and Tourism Management

  • Language Level

    Taught In English

    Hours & Credits

  • Contact Hours

  • Recommended U.S. Semester Credits
  • Recommended U.S. Quarter Units
  • Overview

    Course Description

    The tourism sector is constantly evolving, just like society in general. Tourism professionals must be aware of new trends in demand and be able to anticipate in order to offer products and services adapted to customers' needs and demands.
    In this course, we attempt to analyze trends in order to adapt our offer to the needs of this emerging demand and to identify new business opportunities.


    • Have initiative and entrepreneurial spirit.
    • Customer orientation
    • Have business vision


    • Analyze and evaluate tourism potential when designing products, services, and projects.
    • Identify and manage the internal aspects, functions and operational processes of tourism business units.
    • Understand and apply the political, legal and institutional framework that regulates tourism companies and activities.
    • Plan, organize, manage and monitor different types of tourism organizations.





    • Understand cultural factors of emerging countries and their influence on business relationships and establishing commercial tourism relationships.
    • Guide business strategies towards the internationalization of tourism products and services.
    • Identify business opportunities in emerging countries and understand the keys to success in these markets.
    • Use the tools available to understand the behavior of tourists from emerging countries.
    • Determine competitive variables for the tourism business in emerging countries.
    • Understand the risks involved in undertaking business projects in new emerging countries.
    • Identify new needs to be covered in the tourism demand and respond by defining products and services that meet those needs (elderly, accessible tourism, etc.).


    The learning strategies employed are mainly aimed at the student developing the abilities associated with the skills identified. Below we specify the teaching-learning methodologies which will be applied to achieve the skills to be gained, as well as specifying how they will be developed:
    - Theory: master classes, lectures, group projects.
    - Theoretical-practical: application activities, problem-based learning, problem solving, practical exercises, research.
    - Presentations: presentations of results. This will allow the student to receive feedback on how to improve his or her oral communication techniques and become accustomed to using information technology.oducts and services that meet those needs (elderly, accessible tourism, etc.).


    The tools used to evaluate the course are those which allow us to assess the course's contents in both a theoretical and practical way; such as objective tests, development tests, individual projects, group projects, in-class activities, oral presentations using IT, virtual forums, portfolios, practical cases, problem solving, etc.








Course Disclaimer

Courses and course hours of instruction are subject to change.