The workshop methodology aims to support participants in how to expand their own personal skills and knowledge. This aim will be accomplished by providing robust and well-designed case studies, integrating sample educational demos, presenting and discussing real life scenarios, performing group assignments and demonstrating web enabled tools and recourses. There will be also presentations using PowerPoint slides, videos and various other multimedia tools. Furthermore, workshop participants will be guided in a very concise and condensed way, both on the strategic side as on the practical classroom management side. Participants will be asked to bring their own materials into the seminar and will be encouraged to interact with the lecturers and other participants. This workshop will follow a very pragmatic approach that will enable the active participant interaction.
This seminar targets primarily for the private sector owners/managers and destination marketers. The seminar will demonstrate to participants how ICT can be utilised for strengthening the organisation and to maximise the sales to tourists through technological solutions and social media.
Marketing and sales professionals from both the destination management organisations and also from tourism and hospitality business will benefit from the seminar as they will understand how to use eTourism for achieving competitive advantage, profitability and competitiveness.
Strategic Tourism Marketing is critical for the competitiveness of tourism and hospitality organisations. This is particularly the case for destinations in Cyprus that suffer from transportation accessibility and high power dependency on tour operators and agents who control their transportation and distribution channels.
Strategic tourism management and marketing is of absolute importance during this period of crisis in Cyprus. Information Communication and Technologies (ICTs) provide a range of proactive and reactive tactical tools to support strategic tourism marketing for tourism destinations, travel trade and hospitality organisations. Social media in particular have changed the rules of engagement with consumers and made them co-creators and co-promoters of the tourism product.
This seminar elaborates on the engagement of agile strategic management and marketing techniques in a time of crisis. This expert seminar will enable participants to formulate innovative strategies that fully exploit ICT and social media to support hospitality and tourism managers attract more travellers, engage in active cocreation and enhance competitiveness and profitability.
The above-mentioned strategies will focus on promoting Cyprus as a tourism themed destination. For example the seminar will cover specialized themed areas of development such as Cultural, Medical, Gastronomic, Religious, Archaeological, Rural, and Wellness.
The seminar contains the latest research and management techniques to maximize the benefits of ICTs for strategic management and marketing as a key catalyst towards maximizing tourism sustainable competitiveness and profitability for hospitality and tourism organizations.
Tourism and hospitality organisations need to work in clusters to differentiate their products and services and serve holistically their target markets. Social media in particular will be explored as a methodology for co creation and engagement with tourists before during and after their visit. Social media and engagement techniques for interactivity will be elaborated whilst looking into how emerging technologies and applications will support organisations to take advantage of emergent marketing techniques such as
During the seminar there will be demonstrations on how to use strategic tourism management and marketing, explore the external environment, develop and manage internal resources and reengineer all business processes in order to take advantage of the new realities. Methods to explore crisis management and business recovery will also be identified and discussed. Case studies from around the world will be discussed to demonstrate cutting edge marketing and promotion. These will include:
Conclusively, this authoritative and comprehensive seminar delivers methodologies that enable participants to appreciate the emerging trends in tourism marketing towards attracting more customers, increasing sales, improving experiences, adding value and empowering cocreation. The seminar will demonstrate how hospitality and tourism organizations can use ICTs intelligently for wealth creation and how each they can develop ICT enabled partnerships towards maximizing their collective competitiveness and profitability. As a result, strategic management and marketing opportunities emerge to take advantage of the full range of ICT and social media capabilities in order to enable organisations to attract more and higher spending customers and turn them into long term ambassadors.
8:00 − 8:30 / Arrival and registration
8:30 − 9:30 / Seminar overview and introduction
9:30 − 11:00 / Strategic Tourism Marketing and management in tourism
11:00 − 11:15 / Break
11:15 − 13:15 / The disruptive role of ICT in integrating the entire tourism industry and economy
Case Study: Disruptive Technology in Action- ‘Cabbies and Bookworms Go to War with Uber and Amazon’ Research the parallels and anti-parallels of the hotel industry ‘going to war’ with Airbnb (and similar shared economy lodging businesses). Prepare merits of the case. Can we arrive at a consensus?
Exercise- Read through the EAHM Digital Strategy Document and provide a critique with reference to the discussed models.
Effective web presence. Design and navigation on a budget (Conceptual)
Exercise: Select three hotel chains and with the website archive tracking tool do a comparative analysis of the evolution of their respective websites over a 10 year horizon.
13:15 − 14:30 / Lunch Break
14:30 − 16:00 / Managing global reputation and branding online and offline
16:00 − 16:15 / Break
16:15 − 17:15 / Case Study: Managing reviews and trip advisor reports
Exercise: Getting a first hand experience of what it means to work with a CMS and web-authoring tools, using any one of the suggested platforms, create a site map and develop a simple website for a boutique hotel property with a minimum of 5 pages. Populate the webpages with relevant headers and images where applicable.
8:00 − 8:30 / Arrival and registration
8:30 − 10:30 / Theory Promotion and Sales on different tourism distribution channels
With reference to the boutique hotel website you have started developing, create profiles of 3 guest personas. For each persona, map an online journey that will lead to a booking at your property. Clearly identify the digital touchpoints on this journey
10:30 − 10:45 / Break
10:45 − 12:45 / Search Engine Optimization (SEO)
Practicing skills exercise :
12:45 − 14:00 / Lunch Break
14:00 − 15:15 / Social Local Mobile (SoLoMo), Social networking and engagement with tourism stakeholders.
Activity: Walk-through and exploration of Google Adwords and Mailchimp
15:15 − 15:30 / Break
15:30 − 17:15 / Case study and practicing skills exercise: Create Memorable Experiences
Strategically the goal of the programme is to improve insight into strategic management and marketing benefits it can bring to hospitality and tourism organisations through the use of technology. The participants will be guided in a very concise and condensed way, both on the strategic marketing methodologies and the practical applications of eTourism tools. They will gain inside knowledge in eTourism capabilities and approaches as well as appreciate the proactive and reactive strategies that ICTs can empower for hospitality and tourism organizations.
There will be demonstrations of:
In addition this seminar will be highly interactive in order to explore further potential within their own context and realities.
Action learning real-life examples will be used
A number of action learning case studies and real life cases will be utilized to demonstrate how hospitality and tourism organizations have engaged with the emerging technologies for maximizing their profitability and competitiveness. This course will follow a very pragmatic approach, and discusses several examples and business cases.
Dr. Sanjay Nadkarni is a Director of Research in Emirates Academy of Hospitality Management in Dubai. He holds a Master of Science in Management, M.Sc. in Physics and Mathematics and a Ph.D. He was employed as a Programme Coordinator & Assistant Professor in Faculty of International Tourism of Macao University of Science and Technology from 2005 to 2009 and also as a consultant in Asian Development Bank in China. Furthermore he used to be a Researcher in School of Travel Industry Management in University of Hawaii in Kyrgyz Republic, in School of Development in University of Central Asia/Aga Khan Development Network in China, a director of research in Institute For Tourism Studies in Russia and a Lecturer in Information Systems in Institute For Tourism Studies (IFT) in India. Deputy Manager and Project Coordinator was at the first years of his career.
Following the workshop there will be a 4 hour on-site visit to each of the attending companies by Dr. Sanjay Mangesh. Objective of these on-site visits aims to:
This amounts to high-level consulting advice that is tailored to the specific needs of the organisation and may be discussed in full confidentiality rather than in the open forum of the workshop.
Dr. Sanjay Mangesh will subsequently write a extensive report summarising the main discussion points and including recommendations and suggestions for further consideration by the management. This report may also include recommendations regarding additional training and development actions that the company’s management should consider to further strengthen its human capital.
HRDA Subsidy and Seminar Attendance
Cancellation and Substitution Policy