eTourism: Communication Perspectives

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eTourism: Communication Perspectives

An introduction course to a fascinating travel into the eTourism world, which crosses both space and time, and is always closely connected with communication. In fact, we are embarking to create a great study experience, which explores how Information and Communication Technologies (ICTs) do matter for tourism – both for our personal experience, and for the tourism industry at large. In other words, we will together explore eTourism by using tools and models of the Communication Sciences.



Key concepts and theories covered include: Online Communication Model (OCM); Roman Jakobson's Communication Model; Quality of online contents; User Generated Content (UGC); Web 2.0; Reputation in online Media; Intercultural communication and localisation; eLearning; Argumentation; World Heritage Sites.



Who is this course for?



We expect the following publics to be attracted by the course in order to update their skills and knowledge on a very hot topic:




  • Students, in particular within tourism and hospitality programs

  • Academia and researchers

  • Destination managers

  • People active in the industry

  • Policy makers



What do I need to know?



No prerequisite knowledge necessary to understand the concepts and experiences shared in the course.



What will I learn?



By the end of the course, learners:




  • Know current eTourism applications, technologies and practices

  • Know what is communication, and its major components, ICTs and their
    relevance to the tourism field

  • Know what kinds of online training courses can be used within tourism
    and hospitality

  • Know how to map different communication activities within the tourism
    sector

  • Know how to run a usability test and how to make usages analysis of a
    website or mobile app

  • Know how to plan, run and evaluate eTourism related activities,
    especially when it comes to the analysis of online reputation of a
    tourism destination

  • Are aware of the crucial role played by communication and ICTs within
    the tourism and hospitality sectors



Course structure



Chapter 1. Communication: an introduction to its nature and history



Instructor: Prof. Lorenzo Cantoni


Theoretical part:


The etymology of communication and its major components


Case study:


UNESCO World Heritage Sites and eTourism



Chapter 2. The Online Communication Model (OCM) and the quality of online contents



Instructor: Prof. Lorenzo Cantoni


Theoretical part:


The Online Communication Model


Case study:


Analysis of the content quality in online communication



Chapter 3. Usability analysis and web analytics



Instructor: Prof. Lorenzo Cantoni


Theoretical part:


Usability and usages analysis of tourism websites, mobile apps and other online communication tools


Case study:


Strategies to assess usability



Chapter 4. Localisation of online content



Instructor: Prof. Lorenzo Cantoni


Assistant: Emanuele Mele


Theoretical part:


Cultural translation / localization of messages for people with different cultural backgrounds and experiences


Case study:


Localized website for domestic and international visitors. Case of Quito (Ecuador)



Chapter 5. B2B activities and eLearning within the hospitality and tourism domain



Instructor: Dr. Nadzeya Kalbaska


Theoretical part:


The notion of eLearning and its use in the hospitality and tourism field


Case study:


eLearning courses about Destination Management Organizations. Case of “Ticino Switzerland Travel Specialist” online course



Chapter 6. User Generated Contents (UGCs) & Web 2.0



Instructors: Dr. Silvia de Ascaniis; Dr. Elena Marchiori


Theoretical part:


Communication opportunities given by UGCs and Web 2.0


Case study:


Hotels’ communication strategies to respond to online reviews



Chapter 7. Reputation in online media



Instructor: Dr. Elena Marchiori


Theoretical part:


The definition of the reputation construct and its relevance in the online domain


Case study:


How to analyze the online reputation of a tourist destination



Chapter 8. Argumentation in online travel reviews



Instructor: Dr. Silvia de Ascaniis


Assistant: Jingjing Lin


Theoretical part:


Definition of argumentation


Case study:


Argumentative analysis of Online Travel Reviews of a Chinese National Park



Suggested readings



You are welcome to visit the following websites before the course starts:





Highlights in the second edition




  • Video subtitles in English, Simplified Chinese, Spanish and Italian

  • Chinese translation is provided by Eduinfinity Translation Group (教育无边界字幕组)

  • Italian translation is provided by Fondazione ITS del Turismo e dell’ Ospitalità - IATH

  • Spanish translation is provided by CETT Barcelona

  • Monthly Google Hangouts with the instructors and assistants

  • Updated additional materials



Social communities



Join our Facebook Group: https://www.facebook.com/groups/472859206207898/



Please, if you tweet about this MOOC, use the following hashtag: #eTourismMOOC. Hereafter the relevant accounts:




  • Prof. Lorenzo Cantoni: @lorenzocantoni

  • Nadzeya Kalbaska: @nadzenka

  • Silvia De Ascaniis: @SilviaDeAscanis

  • Elena Marchiori: @elena_

  • Emanuele Mele: @EmanueleMele2

  • Jingjing Lin: @linjingjing

  • UNESCO Chair USI: @UNESCO_USI

  • eLab USI: @eLab_USI


Categories:
Starts : 2016-10-03

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