Tourism Development Course Syllabus, Spring 2020 - ENG (K. Giakoumis)

TOURISM DEVELOPMENT
COURSE SYLLABUS
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Academic Year: 2019-2020

Academic Staff: Assoc. Prof. Konstantinos GIAKOUMIS, Ph.D.
Contact Details
E-Mail: konstantinos_giakoumis@universitetipolis.edu.al
SKYPE: kgiakoumis
Cell.: 0692070592
Year / Course / program Hrs. Lessons Seminars ECTS

Semester
Y2 / S2 Professional Master’s in 36 24 12 6
LUD & SPG
Detailed Syllabus of the subject
General The course centres on tourism planning as a process and set of techniques
Course utilized for sustainable tourism development, capitalizing primarily on
Description environmental and cultural heritage assets. Its aim is thus to equip students
with the necessary knowledge, skills, competences and confidence to critically
understand how professional research and planning in tourism assets
potential can lead to tourism development. The course surveys the history of
travel and tourism, travel and tourism as business industries, the natural,
cultural, social, economic and political environment of tourism development,
as well as public and private sector policies and roles as parameters or
constraints of tourism development.
The course further targets to equip students of Landscape and Urban Design
and Spatial Planning with GIS Application with the necessary knowledge, skills
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Rr. Bylis 12, Autostrada Tiranë-Durrës, Km 5 Kashar, Tiranë, Shqipëri, Tel: +355 (4) 2407420 / 2407421, Fax: +355 (4) 2407422, Cel: +355 (0) 694088111
www.universitetipolis.edu.al; info@universitetipolis.edu.al
NUIS K62308008S
and competences to develop, with limited guidance, research-and-practice-
informed tourism development plans and a micro or macro level. We are
adhering to the concepts and principles of sustainable tourism and shall try, to
the extent this is possible in corona-virus times, to apply them in new tourism
development projects based in Albania.
Course 1. Knowledge Base: By the end of the course students are expected to:
Objectives 2.1. Demonstrate ability to critically reflect and discuss such
concepts as tourism planning, tourism development, cultural heritage
tourism and tourism public policy.
2. Cognitive / Intellectual Skills: By the end of the course students are

expected to be able to:
2.2. Demonstrate critical ability in analysing and debating tourism
planning and development issues and documents.
2.3. Apply theoretical methodological approaches to practical
tourism development problems/challenges with independence of
mind and initiative using knowledge and skills acquired in other
courses of their study programme;
2.4. Employ research strategies in the tourism development
planning process;
2.5. Be critically aware of ethical issues in sustainable tourism
development.
2.6. Synthesize data and evaluate with a critical mind government
and industry roles and responsibilities in tourism development.
2.7. Apply appropriate methodological tools to approach new,
unknown design problems or challenges with critical awareness.
3. Key / Transferrable Skills: By the end of the course students are expected
to have demonstrated:
3.1. An ability to work within an appropriate ethos and to access
and use a range of tourism development learning resources and
research materials.
3.2. An ability to evaluate own strengths and weaknesses within
criteria set by others.
3.3. An ability to collect and manage information from a range of
sources undertaking tourism devbelopment research tasks with self-
direction and originality.
3.4. An ability to take responsibility of own independent learning.
3.5. The appropriate skills of communicating effectively matters of
professional interest, informed by research.
Program The principal matters this course shall raise are:
Content • Issues and problems related to tourism development.
• The evolution and development of tourism industry and policy.
• Concepts, processes and procedures of tourism planning at the levels
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of a state, destination and development sites.
• Tourism planning and development in Albania and other settings.
Session 1- Introduction, syllabus presentation, history of travel and tourism

(27.03.2020). Seminar: Learning Assessment Tasks.
Readings: Lickorish & Jenkins 1997, Chapters 1-2; Cook, Hsu &
Taylor 2018, Chapter 1.
Topics
Session 2- Factors Influencing Travel & Tourism (28.03.2020). Seminar:
Tourism Development Case-Study.
Readings: Lickorish & Jenkins 1997, Chapter 4; Cook, Hsu &
Taylor 2018, Chapter 4.
Session 3- Amenities & Transport (28.03.2020). Seminar: Tourism

Development Case-Study.
Readings: Cook, Hsu & Taylor 2018, Chapters 6-10.
Session 4- Types of Travel & Tourism (28.03.2020). Seminar: Tourism

Readings: Boniface at al. 2009, Chapters 1-5.
Session 5- Travel & Tourism Destinations (29.03.2020). Seminar: Albania:

Tourism Strategy 2019-2023 Report.
Readings: Boniface at al. 2009, Chapters 1-5.
Session 6- Tourism Planning Concepts and Processes (29.03.2020). Seminar:

Albania: Tourism Strategy 2019-2023 Report.
Readings: Lickorish & Jenkins 1997, Chapters 10-11; Hall 2008,
Chapter 8.
Session 7- Tourism Planning at the National State (29.03.2019). Seminar:

Albania: Tourism Strategy 2019-2023 Report.
Readings: Hall 2008, Chapters 6-7; WTTC 2015, Governing
National Tourism Policy; Strategjia Kombëtare për Zhvillimin e
Qendrueshëm të Turizmit, 2009-2013.
Session 8- Tourism Planning at the Destination Level (22.05.2020).

Readings: Hall 2008, Chapter 8; Dredge & Jenkins 2011,
Chapters 4, 6 and 8.
Session 9- Tourism Planning at the Site Level (23.05.2020). Seminar: Planning

Research Project.
Readings: Hall 2008, Chapters 9-10; Dredge & Jenkins 2011,
Chapters 4, 6 and 8.
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Session 10- Planning & Management Frameworks for the Design of New
Cultural Heritage Tourism Destinations (23.05.2020). Seminar: Planning
Research Project.
Readings: Du Cros and McKercher 2015, Chapter 14; Howard
2003, Chapter 5; Šćitaroci et al. 2019, Chapters 11, 14.
Session 11- Marketing and Promotion: Advertising Tourism (23.05.2020).

Seminar: Planning Research Project.
Taylor 2018, Chapters 2-5; cf. Collins et at al. 2015, Chapters 7-
8; Sharpley 2009, Chapter 6.
Session 12- Marketing and Promotion: Tourism Promotional Campaigns

(24.05.2020). Seminar: Tourism Development Case-Study.
Taylor 2018, Chapters 2-5; cf. Collins et at al. 2015, Chapters 7-
8; Sharpley 2009, Chapter 6.
Session 13- Experience Creation (24.05.2020). Seminar: Tourism

Readings: Du Cros and McKercher 2015, Chapter 15.
Session 14- Inventing Traditions (24.05.2020) Seminar: Tourism Development

Case-Study.
Readings: Hobsbawm and Terence 2000.
Session 15- Issues, Benefits & Risks of How Tourism Works: Experiencing
Tangible & Intangible Heritage / Repetition (24.05.2020).
Readings: Du Cros and McKercher 2015, Chapter 3; Howard
2003, Chapter 8.
BRIEF Tourism development, tourism policy, cultural heritage tourism.
Program-
Content
Keywords
Assignments Learning / Assessment Task 1: Tourism Development Case-Study (15%)
Dead-Line: May 20, 2020.
Aim: The purpose of this exercise is to provide an opportunity for students to

develop critical and in-depth understanding of at least one case study in
tourism planning and development. It also develops student skills in
information gathering, critical appraisal and processing for the purpose of
presenting this knowledge to an audience with critical consciousness.
Description: This exercise shall focus on tourism planning and development

case studies from various regions of Albania and abroad. You will need to form
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teams of three to five and prepare a case-study for consideration by the whole
seminar class. This will help you and your peers develop an understanding of
the context, details and outcomes of tourism planning and development at a
site, destination, state, or interstate/regional level.
You will need to identify relevant materials for your particular case, process it
and present it to your peers. You will be given 20 minutes for your
presentation, including at least 5 minutes of discussion. The seminar
discussions should be both interesting and engaging, set clear learning
objectives and how they will be pursued. You may also engage the class in
exercises, or short problem-solving activities and the like to enhance its
interest in your topic.
Presentations should include references to, at least, the following

components:
• Background to the planning and/or development activity.
• Context (factors involved, political setting, etc.).
• Planning or development approach pursued (e.g. spatial planning,
boosterism, etc.).
• Processes (phases, etc.).
• Concepts permeating the tourism planning and/or development
activity.
• Stakeholders taking part.
• Stakeholder engagement process.
• Implementation processes.
• Critique of the process and its outcomes.
Presentations will be arranged on the same day of the final exam and will need
to be accompanied by a written executive summary at 750-1000 words.
Assessment Criteria:
1. Preparation of Background Material (5%).
• Was there evidence of in-depth background search?
• Was the quality of source materials critically assessed?
• Were good-quality visual aids used?
2. Content (5%).
• Was the presentation well-structured?
• Were all requirements effectively addressed?
• Was there evidence that the planning and/or development
process has been critically grasped?
• Was there any proof of independent thinking?
• Was the critique appropriate to the particular case?
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3. Class Involvement (5%).
• Were the instructions provided to the seminar class clear?
• Was time managed well?
• Were questions answered in an informative fashion?
• Was critical discussion fostered?
• Was learning through the seminar facilitated?
Learning / Assessment Task 2: Research & Planning for a Tourism

Development Project (15%)
Dead-Line: May 30, 2020.
Aim: This learning assessment task aims at helping you develop research skills
in the context of planning for tourism development, as well as implement what
you overall learn in this course in the frame of a real-world project, ideally
exploring a tourism development idea from Albania. In order to gather
information and produce data useful in a tourism development planning
project, you will first need to conceive a clear idea of the sort of actions
necessary to successfully complete this group activity.
Description: This exercise requires you to engage in the collection of research

data and use them for the purpose of development a tourism development
plan at the level of a destination or a site. Working in groups of three to five
persons, students will have to use them in the various stages of project
initiation and writing. The project will also entail class discussion. Groups
projects shall also be presented before the class. Each group will be given 20
minutes of time in a session to include at least 5 minutes of discussion. The
group should also hand its work in a hard copy.
1. Content of Individual Contribution (5%).
• Structure of data. Was the data organized in a reader-friendly
fashion and in accordance to the guidelines and models
provided?
• Quality of presentation. Was the written material presented in
a professional way?
• Writing style, expression, spelling. Was the writing part easily
comprehensible, with proper use of terminology.
• Sufficient details. In view of the availability of materials, was the
coverage sufficient?
• Evidence of independent and critical thinking.
• Sufficient analysis of data.
• Quality of conclusions and recommendation drawn from the
collected research data.
2. Final Group Report (10%).

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• Individual contribution to the final group report.
• Extent to which the final report reads as a single document,
rather than a collation of different texts.
• Structure and layout of the report.
• Quality of presentation.
• Comprehensiveness of language used in the materials.
Learning / Assessment Task 3: Albania: National Tourism Strategy 2019-2023

Report (15%)
Dead-Line: April 30, 2020.
Aim: This exercise aims at having you critically appraise the nature of tourism
strategy documents, as well as the criteria which can be used to assess their
usefulness for other competent authorities. This contributes to the
development of skills necessary in tourism development planning and
implementation.
Description: Choose a municipality from Albania and imagine that you have
been appointed to the position of Chief Executive Officer (CEO) of a Regional
Tourism Organization (RTO) operated by that municipality for its region. As
CEO, you will need to report to the Municipality Council (MC) with regards to
the policies and strategic directions your RTO is suggested to pursue. The MC
is aware that, as an RTO, your organization must operate within the
framework established by the Albanian National Tourism Strategy, which has
been approved to drive tourism development in the country until 2023. The
MC has asked you to present a short report (at 1,000 to 1,500 words) on the
Albanian National Tourism Strategy 2019-2023 and, in particular, its
implications for your RTO, as an organization.
Your report should include, yet, not limited, to the following elements:
• What is the context in which the Albanian National Tourism Strategy
2019-2023 (ANTS) is framed?
• What are the principal motives of the ANTS?
• How is it structured?
• Which of its aspects are relevant to your RTO?
• What does the strategy oblige your RTO to do?
• What opportunities does the ANTS provide for your RTO?
• What are the timelines involved?
• Are there any parts of the ANTS which could have been done better or
that may conflict with the interests of your RTO?
• Outline what actions you would recommend in response to the ANTS.
In reports of the sort, laconism is indispensable. Your MC will not spend time
to go through hundreds of pages. For them the data and facts are less
important than what actions should be undertaken.
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1. Structure.
• Planning and logical sequencing.
• Appropriateness of introduction and conclusions.
• Is the paper comprehensible and easy to read?
• Does the paper use an appropriate language?
2. Content.
• Has the strategy’s context and structure been sufficiently
presented?
• Has the content of ANTS been comprehensibly summarized?
• Is there evidence of understanding of the role of an RTO to this
type of strategy?
• Has the strategy been digested into achievable activities by the
RTO?
• Is there evidence of sufficient critique of the ANTS from the
perspective of an RTO?
3. Presentation.
• Margins and headings are appropriate.
• Appropriate title page.
• Is the Table of Contents clearly set up and laid out?
• Are appropriate bibliographical citations used (after the APA
style of references)?
• Spelling, punctuation and correct terminology at a satisfactory
standard.
Methodology I maintain a constructivist approach in teaching and learning. Put simply, I
and didactics believe that students “build” knowledge and skills by associating new
materials with prior knowledge and experiences. This requires active learning
that can be achieved only when the student engages in the teaching and
learning process as active and responsible actor of learning. Class discussion,
critical introspection, focus on hands-on guided exercises with sources to build
skills and outreach activities to link what is on paper with our world are
therefore an integral part of this course.
Required Boniface, Brian & Cooper, Chris (2009), Worldwide Destinations. The
Literature Geography of Travel and Tourism, fifth edition, Oxford: Butterworth-
Heinemann.
Collins, Kerry Hayden, ed. (2015), Handbook on Tourism Development and
Management, New York: Nova Science Publishers.
Cook, Roy A., Hsu, Cathy H.S. & Taylor, Lorraine L. (2018), Tourism. The
Business of Hospitality and Travel, sixth edition, New Jersey: Pearson.
Dredge, Dianne & Jenkins, John, eds. (2011), Stories of Practice: Tourism Policy
and Planning, Farnham and Burlington: Ashgate.
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Du Cross, Hilary & McKercher, Bob (2015), Cultural Tourism, second edition,
London & New York: Routledge.
Hall, Michael C. (2008), Tourism Planning. Policies, Processes and
Relationships, second edition, Harlow: Pearson Education.
Hobsbawm, Eric & Ranger, Terence, eds. (2000), The Invention of Tradition,
Cambridge: Cambridge University Press.
Howard, Peter (2003), Heritage. Management, Interpretation, Identity,
London, New York: Continuum.
Lickorish, Leonard J. & Jankins, Carson L. (1997), An Introduction to Tourism,
Oxford: Butterworth-Heinemann.
Šćitaroci, Mladen Obad, Šćitaroci, Bojana Bojanić Obad and Mrđa, Ana
(2019), Cultural Urban Heritage: Development, Learning and Landscape
Strategies, Cham: Springer International Publishing.
Sharpley, Richard (2009), Tourism Development and the Environment: Beyond
Sustainability?, London, Sterling, V: Earthscan.
Recommended Babu, Sutheesna S., Misra, Sitikantha & Parida, Bivraj Bhusan, eds. (2008),
Literature Tourism Development Revisited: Concepts, Issues and Paradigms, New
Delhi: Response Books.
Burns, Peter M. & Novelli, Marina, eds. (2007), Tourism and Politics: Global
Frameworks and Local Realities, Oxford & Amsterdam: Elsevier.
Burns, Peter M. & Novelli, Marina, eds. (2008), Tourism Development. Growth,
Myths, and Inequality, Wallingford: CABI.
Butler, Richard W., ed. (2006), The Tourism Area Life-Cycle, vols. 1-2, Clevedon,
Buffalo, Toronto: Channel View Publications.
Croes, Robertico & Rivera, Manuel (2016), Poverty Alleviation through Tourism
Development. A Comprehensive and Integrated Approach, Oakville, ON:
Apple Academic Press.
Dredge, Dianne, Jenkins, John & Whitford, Michelle (2011), “Tourism Policy
and planning: Historical development and contemporary challenges,” In
Stories of Practice: Tourism Planning and Policy, edited by Dianne Dredge
and John Jenkins, 13-34, Aldershot: Ashgate Publishing.
Franklin, Adrian (2003), Tourism. An Introduction, London, Thousand Oaks,
New Delhi: SAGE Publications.
Murphy, Peter E. & Murphy, Ann E. (2004), Strategic Management for Tourism
Communities. Bridging the Gaps, Clevedon, Buffalo, Toronto: Channel View
Publications.
Ramos, Alejandro D. & Jiménez, Pablo S., eds. (2008), Tourism Development.
Economics, Management and Strategy, New York: Nova Science Publishers.
Shaw, Gareth & Williams, Alan M. (2004), Tourism and Tourism Space, London,
Thousand Oaks, New Delhi: SAGE Publications.
Smith, Mick & Duffy, Rosaleen (2003), The Ethics of Tourism Development,
London and New York: Routledge.
Weaver, David & Lawton, Laura (2014), Tourism Management, fifth edition,
Milton QLD: Wiley.
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Strategic Kern, Philippe (March 2018), A Cultural Strategy for Albania. Implanting the
Documents Cultural Bug, Council of Europe – European Affairs.
Ministria e Turizmit, Kultures, Rinise dhe Sporteve (2007), Strategjia Sektoriale
e Turizmit 2007 – 2013.
Ministria e Turizmit dhe Mjedisit (2019), Strategjia Kombëtare për Zhvillimin e
Qëndrueshëm të Turizmit 2019 – 2023.
Troshani, Jetmir (2011), Plani Strategjik për Turizmin e Qendrueshëm në
Qarkun e Shkodrës. Link.
Strategjia Kombëtare për Zhvillimin e Qendrueshëm të Turizmit, 2009-2013.
UNDP (July 2010), Albania Culture Marketing Strategy.
World Travel & Tourism Council (2015), Governing National Tourism Policy.
1. Evaluation Table
Evaluation Component Weight Meaning
Distribution %
In view of the centrality of dialogue in the teaching and learning
Attendance, process, students are not only required to attend the course
Engagement & 10 (10%), but also to actively engage in group-work activities and
Preparation in-class discussions (10%). Your participation also helps me
pace the course in line with learners’ needs.
Tourism Development Case-Study (group task; see above for
Learning / Assessment
15 detailed explanations and guidelines). Dead-Line: May 20,
Task 1 2020.
Research & Planning for a Tourism Development Project (group
15 task; see above for detailed explanations and guidelines). Dead-
Task 2 Line: May 30, 2020.
Albania: National Tourism Strategy 2019-2023 Report
15 (individual task; see above for detailed explanations and
Task 3 guidelines).
The exam to be written at a time to be later announced, will be
Exam 45 based on the research methods component.
2. Point-grade conversion
Points (Piket) Grades (Nota)
94-100 10
83- 93 9
75- 82 8
65- 74 7
55- 64 6
50- 54 5
0- 49 4
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3. Course Policies:
3.1. Regular attendance is expected. If there is an urgent reason to
be absent, please email the instructor in advance.
3.2. Any form of unethical activity, e.g. cheating or plagiarism, will
result in the application of the related provision of the university’s Code
of Ethics.
3.3. Special Needs: STUDENTS: If you feel that you have special
learning difficulties, please, make an appointment with the university’s
Student Counsellor.
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Tourism Development Course Syllabus, Spring 2020 - ENG (K. Giakoumis)

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TOURISM DEVELOPMENT

Academic Year: 2019-2020

Year / Course / program Hrs. Lessons Seminars ECTS

2. Cognitive / Intellectual Skills: By the end of the course students are

Session 1- Introduction, syllabus presentation, history of travel and tourism

Session 3- Amenities & Transport (28.03.2020). Seminar: Tourism

Session 4- Types of Travel & Tourism (28.03.2020). Seminar: Tourism

Session 5- Travel & Tourism Destinations (29.03.2020). Seminar: Albania:

Session 6- Tourism Planning Concepts and Processes (29.03.2020). Seminar:

Session 7- Tourism Planning at the National State (29.03.2019). Seminar:

Session 8- Tourism Planning at the Destination Level (22.05.2020).

Session 9- Tourism Planning at the Site Level (23.05.2020). Seminar: Planning

Session 11- Marketing and Promotion: Advertising Tourism (23.05.2020).

Session 12- Marketing and Promotion: Tourism Promotional Campaigns

Session 13- Experience Creation (24.05.2020). Seminar: Tourism

Session 14- Inventing Traditions (24.05.2020) Seminar: Tourism Development

Aim: The purpose of this exercise is to provide an opportunity for students to

Description: This exercise shall focus on tourism planning and development

Presentations should include references to, at least, the following

Learning / Assessment Task 2: Research & Planning for a Tourism

Description: This exercise requires you to engage in the collection of research

2. Final Group Report (10%).

Learning / Assessment Task 3: Albania: National Tourism Strategy 2019-2023

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