Lorenzo Cantoni, Nadzeya Kalbaska, Elena Marchiori und Silvia Matilde De Ascaniis

eTourism: Communication Perspectives

  • Ende 2016
  • Self-Paced
  • Englisch, Spanisch, Italienisch und Chinesisch
  • Kommunikationswissenschaften

Über den Kurs

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

Exam for Certificate Track users

Students choosing the certificate track will have the chance to take part in one of the following exam periods.
First: 5-15.12.16
2nd: March 06.-16-03.17 3rd: June 05.-15.06.17
4th: September 04.-14.09.17

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