The curricular unit aims to train professionals specialized in luxury tourism. It covers topics such as personalized service, luxury operations management, strategic marketing, innovation, and sustainability in exclusive services. Students are prepared to lead hotels, resorts, gourmet restaurants, and luxury events, focusing on excellence and the creation of unique experiences. This course is essential for the degree, given the growing global demand for luxury tourism and the need for professionals capable of meeting the demands of this highly competitive and expanding market.
Semestral
1. Concept of luxury and business model
2. Main definitions and approaches to the concept of luxury
3. Limits between Premium, Fashion, Art, Religion and Luxury
4. Specificities of the luxury business model: Why traditional marketing and branding concepts cannot be applied to luxury?
5. Understanding the luxury consumer around the world
6. Who are today's luxury consumers and customers?
7. How do the luxury markets in the countries of China, India, Russia differ from Western markets?
8. Development and management of luxury brands and products
9. Building consistency of service and luxury brand in hospitality
10. Communication and distribution of luxury hospitality services: Rarity vs. Exclusivity versus Selectivity
Among the various objectives, it is intended to imply luxury as a competitive inspiration and as strategic differentiation, to discuss trends and challenges of the subsector and to prepare students with competence for a management approach to luxury in the national and international context.
Mandatory
The teaching activity involves solving a real case study related to luxury services in tourism. It includes three analysis and discussion sessions, followed by a final session for the presentation of the case solution. The analysis sessions are conducted in small student groups, with the professor acting as a moderator to facilitate debate among the students. At the end of each session, an individual assignment is given to each student. On the final day, students present the conclusion of the case study in groups of two to four members.
Português
Não
Chevalier, M., & Mazzalovo, G. (2012). Luxury Brand Management – A world of privilege. Wiley.
Gardetti, M., & Muthu, S. (2018). Sustainable luxury, entrepreneurship, and innovation. Springer.
Kapferer, Jean-Noe¿l, & Bastien, V. (2012). The luxury strategy – Break the rules of Marketing to build luxury brands.Kogan Page.
Kapferer, Jean-Noe¿l (2015). On Luxury – How luxury brands can grow yet remain rare. Kogan Page.
Puczko, M. (2014). Helth, Tourism and Hospitality:Spas, Welness and medical travel. Mandarim Oriental.
Sagolj, S. (2017). Development of a Marketing Concept for a Luxory Tourism Service. Hochschule RheinMain, Wiesbaden Business School, International Management.
Swarbrooke, J. (2018). The meaning of luxury in hospitality, events and tourism. England: Goodfellow Publishers, Limited.
Wittig, M., Sommerrock, F., Beil, O., & Albers, M. (2014). Rethinking Luxury. Roland Berger Strategy Consultants Publishing.
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5
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ISMAT6029-21637
Management of Luxury Tourism and Hospitality Services
