RURAL TOURISM MANAGEMENT

Transcription

1 LITHUANIAN UNIVERSITY OF AGRICULTURE FACULTY OF ECONOMIC AND MANAGEMENT Department of Business management STUDY SUBJECT DESCRIPTION RURAL TOURISM MANAGEMENT Study cycle: BSc Number of ECTS credit points: 6 Prerequisites and purpose: Basic knowledge of organization theory, economics, business management. This lecture is suitable for students of business management and administration of rural development branches. Learning outcomes: After completing the course students should obtain the knowledge of theoretical fundamentals and practical methods for organization and management of rural tourism activity: have a clear overall picture about the tourism services management in country side; have good knowledge about the requirements to the rural tourism business, visitors services, surrounding of business; have good knowledge about demand peculiarities for rural tourism; have good knowledge about types of rural tourism services; have good knowledge concerning planning and control of rural tourism system and financial flows; to be able to communicate with other specialists. Syllabus Theory (38 hours): Rural tourism peculiarities. Types of rural tourism services. Main concepts of rural tourism management. Tourism business planning and implementation. Control of rural tourism business activity. Influence of rural tourism to regional development. Information flow and channels in the rural tourism. Practice classes (24 hours) 1. Surrounding of rural tourism (4 hours) 2. Case study (10 hours) 3. Workshop (10 hours)

2 2 Private study (90 hours) 1. Individual home work 40 hours 2. Essay 20 hours 3. Preparation for workshop 10 hours 4. Examination 20 hours Essay: Themes of essay taken from separate list in frame of subject contents. It should include description of the theme, the practical examples, conclusions and list of references. Size of project: 8-12 pages (format A4), font 13 pt with the pictures. Teaching and learning methods: Lectures, supported by PowerPoint presentation and slides. Scripts referring to the actual topics are distributed during lectures. Registration for course: Two weeks before the beginning of the course. Methods and timing of assessment: The structure of achievements assessment Importance coefficient Individual home work 0,10 Essay 0,20 Workshop 0,10 Examination 0,60 Oral examination, upon appointment. Registration for examination should be made with lecturer personally or by phone. READING REFERENCES MAIN LIST 1. Hospitality Marketing (1st edition). Francis Buttle, David Bowie. Butterworth-Heinemann, 2004, p Making sense of qualitative data: complimentary research strategies. Coffey, A., and Atkinson, P. London: Sage Publications, Marketing research (European edition). David Birks, Naresh Malhotr. Prentice Hall, 2002, p Rural tourism and recreation: principles to practice. Lesley Roberts, Derek Hall. Wallingford: CABI Publishing, 2003, p Strategic marketing management: Planning, implementation and control (Marketing Series:

3 3 Student Handbook). Richard M.S.Wilson, Colin Gilligan. Butterworth-Heinemann, 1997, p The Business of Rural Tourism : international Perspectives. Stephen J. Page, Don Getz. London : International Thomson Business Press, 1997, p SUPPLEMENTARY LIST 1. Project Management: A Systems Approach to Planning, Scheduling, and Controlling (8 th edition). Harold Kerzner. John Wiley & Sons, 2003, p Rural tourism development a network perspective. Janine Caalders ; Wageningen university. WU, 2002, p Study programme designed by Assoc. prof. dr. Audrius Gargasas Department of Business Organization, Faculty of Economics and Management, Lithuanian University of Agriculture Universiteto 10, Akademija, LT Kauno raj., Lithuania Phone (mob.) Fax.: audrius.gargasas@lzuu.lt Signature:.

4 4 ANNEX 1. Rural tourism peculiarities (20 %) Essence of rural tourism. CONTENT DESCRIPTION LESSONS (38 hours) Tourism description. Tourism influence to country economy. Sustainable rural tourism as a possibility to protect the natural and cultural heritage. Resources of rural tourism. Nature tourism. Eco-tourism. Regulation of rural tourism administrative authorities and institutions. Local authorities and institutions. Government and law regulation. Voluntary organizations for rural tourism. 2. Types of rural tourism services (20 %) The essence, objectives and principles of services. Payable services. Free services. Classification of natural and cultural attractions and services. The relationship between entrepreneur and client. 3. Main concepts of rural tourism management (10 %) Basic management statements. Decision making process. Impact of marketing in rural tourism. 4. Tourism business planning and implementation (20 %) Models and concepts of rural tourism activity. Competitive analysis (SWOT). Business strategy and investment. Discount rates policy. Relevant costs and revenues. Risk and return. 5. Control of rural tourism business activity. (10 %) Basic elements of control. Activity control. Finance control. Hygiene control. 6. Influence of rural tourism to regional development (10 %) The effects of asset diversification for farmers and country side peoples.

5 5 The effective way of incomes for country side peoples. The influence to unemployment reduction. 7. Information flow and channels in the rural tourism (10 %) Types of information. The ordering system in rural tourism. The internet adjustments for ordering process. Importance of client s feedback. PRACTICE CLASSES (24 hours) 1. Surrounding of rural tourism (15 %) Introduction to PEST analysis technique. Existing laws and regulations analysis. Supply and demand analysis for rural tourism services. 2. Case study (50 %) Situation analysis analysis of allocation of rural tourism enterprises. SWOT analysis of selected rural tourism enterprise. Financial planning the investments and incomes from rural tourism activity. The information channels and feedback. 3. Workshop (35 %) Discussion on practical aspects of rural tourism organization, types of services. Presentation of practical examples of rural tourism.