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INTERNATIONAL SUMMER COURSES POSTGRADUATES DEGREES VOCATIONAL TRAINING- STANDARD LEVEL VOCATIONAL TRAINING - HIGH LEVEL SPECIALISED COURSES
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Masters in Strategic Management of Tourism Business
TOURISM MANAGEMENT OF NATURAL AND CULTURAL HERITAGE

PRESENTATION

Programme                     
Mediation and cultural, tourist and social agents. Natural and cultural heritage
Organizational tools and cultural tourism management
Creation and sales of cultural tourismproducts
Heritage teaching: diffusion and promotion



Teaching Time:
from October 2010 to June 2011

Master’s Final Project:
until September 2011       


Timetable:
Tuesdays and Thursdays from 18.00 to 21.00h (Exceptionally, modules 1 and 2 will be taught Mondays, Tuesdays and Thursdays of November and December)

Tourism, culture and leisure properly combined will become one of the major economic activities of our immediate future. Cultural tourism has to become an excellent meeting point between the tourism and cultural area, and also between the private and public sector.

This new social and business reality, in respect to natural and cultural heritage in the field of tourism and leisure, introduces the advisability of opening up channels of specialization of professionals of the sector aimed at providing knowledge and skills required to face with guarantee the new demands of tourism. In particular, it is stresses the need to train a new type of specialist: the teaching mediator of heritage. His/her primary function will be to involve tourism stakeholders with the agents of the heritage and culture world in order to meet their needs and strengthen their cooperation. This primary role of linking tourism and culture as a new key of leisure activity of the 21st century places mediators in a privileged position as basic performers to develop this role of interfacing between the two sectors. Mediators, therefore, may perform their activities in public and private enterprises and organizations, and in both the cultural and tourist area.

 

WHY TO STUDY THIS MASTER?

  • • It is a Programme with a clear integrating mission of heritage and tourism that responds to new labour market needs to have professionals specialized in the tourism management of natural and cultural heritage.

    • It counts on the participation of more than 40 academics from various fields and specialties and professionals from the culture and tourism sector.

    • The leading tourist agencies and cultural and tourist institutions in Barcelona and Catalonia collaborate and take part.

    • It includes research outings in order to learn "in situ" successful experiences and offers the opportunity to participate in real projects for companies and institutions collaborating with the master.

    • Cultural and training diversity of students in the master enables a rich human and professional exchange.

    • This is a Master qualified by the University of Barcelona.

OBJECTIVES

The main objective is to professionally TRAIN tourism managers of natural and cultural heritage.
PROVIDING skills for organizing multi-professional teams who develop projects aimed at running and promoting the cultural and natural heritage from the viewpoint of the cultural tourism.
PROFILE CONTRIBUTING to train a professional profile for intervention at different stages of the teaching mediation in heritage, and for its implementation in the tourism sector.

PROFILE

• BACHELORS in History, Geography, Art History, Humanities and Environmental Sciences.
• DIPLOMA in Tourism, Teaching and Social Education
• TECHNICIANS in Business and Tourist Activities
• BACHELORS AND GRADUATES with minimum experience in the field of tourism or culture.
• PROFESSIONALS of the tourism and cultural sectors.
• OTHER PROFILES, subject to approval by the Director of the Master.

PROGRAMME

OCTOBER 09 / JUNE 10
DEADLINE FOR THE PROJECT: SEPTEMBER 10

Module 1. Mediation and cultural, tourist and social agents

It aims at introducing basic concepts related to mediation teaching applied to cultural tourism, the functions and performance areas of mediation, as well as the analysis of the resources used in this mediation. Moreover, in order to make students become familiar with tourism, two sessions are devoted to the history of tourism and its development during the 20th century.

The contents of the module are:

• Concept, functions and strategies of mediation.

• Areas of performance of the mediator in heritage and tourism.

• Mediation applied to cultural and natural heritage.

• History of tourism

Module 2. Natural and cultural Heritage

It is aimed at analyzing cultural heritage with an overview of the characteristics of the different periods and themes. This approach should provide along the sessions of the module with interrelations of every historical period with the tourist performance.

From the point of view of the natural heritage, it is sought to highlight the features of this heritage and the historical evolution of its social value. Subsequently, analyzing the relationship between tourism and natural heritage conservation.

The contents of the module are the following:

• Concept of heritage and heritage diversity.

• Types of heritage and emergent heritage.

• Heritage as a tool for social and career goal formation.

• Cultural heritage in the Catalan and European context.

• Interpretative keys of the classical, medieval and modern worlds.

• The city, heritage space for cultural tourism.

• Industrial heritage: an emerging cultural heritage.

• Natural heritage in the Catalan and European context

 

Module 3. Tools for the organization and management of cultural tourism

The existing reason for cultural tourism is the incorporation of cultural and natural heritage to the tourism services as a core element of their development. Tourism with an own market (an audience with a primary motivation in learning and consuming cultural products), which is capable of generating visitors to less saturated areas and also can be practiced at any time of year breaking thus, the seasonal factor.

This module is aimed at introducing and raising awareness of the role of the main "performers", both public and private, involved in the organization and management of cultural tourism.

The contents of the module are the following:

• Introduction to cultural tourism.

• Tourism policy and cultural management.

• Territorial approach to cultural tourism.

• Displacement models of cultural tourism.

• Indicators of usage of the cultural tourism spaces.

• Types of cultural tourism.

• The guide's role in cultural tourism activities.

• The cultural tourism product.

Module 4. Creation and sales of cultural tourism products

Under current marketing approaches, aimed at recognizing the needs and desires of customers to create products capable of satisfying them, it is a vital tool for strategic management of the cultural and natural heritage, when this becomes a basic and fundamental element, such as cultural tourism. In this module the major marketing activities and their importance in cultural tourism activities are taught.

The contents of the module are the following:

• SWOT Analysis and Diagnosis.

• Marketing Strategies

• Structuring of cultural tourism products.

• Pricing and revenue generation strategies.

• Marketing of tourism products - cultural

• External communication.

• Design of cultural tourism projects

Module 5. Heritage teaching: diffusion and promotion

It approaches teaching to the heritage and tourist areas. It discusses in depth the strategies, techniques and resources of interpretation and education (a tool that can play a very important role as an element to interact with the cultural and natural heritage as well as tourism), since by both, optimal transfer of scientific knowledge of cultural and natural heritage will be carried out, in order to make it more understandable to the target audience.

The contents of the module are the following:

• Concept and didactic functions.

• Teaching Heritage and types of audiences.

• Strategies for audiovisual communication and mediation in heritage spaces.

• Virtual museography

• Materials for the teaching of didactic activities.

Final Project

Handing in until September 2010.

METHODOLOGY

The course is based on facing working sessions, both theoretical and practical, which discuss the varied pre-defined content. Case studies are conducted to help contextualizing the concepts covered in each subject. The active participation of students in the classroom and during outings will be vital for monitoring modules.

The design and development of Master’s Final Project (MFP) will interrelate and integrate the different contents and knowledge acquired during the semester. This project will be essential to obtain the degree.

The modules are taught by a team of professors and working professionals in the fields of tourism, heritage and its didactic and outreach, as well as coordinators responsible for the modules, with the main function to accelerate the training process, ensuring monitoring and optimization of the course. Students will have a tutor for their Master’s Final Project (MFP).

ASSESSMENT

The assessment will be based on the participation and work done by the students in different modules, as well as on the outcome of their Final Project, in which they will have to apply the knowledge acquired during the master.



CAREER POSSIBILITIES

  • Cultural Tourism Manager - Designing activities, promoting and advertising tourism opportunities based on cultural and heritage resources.

    • Cultural Manager - Integrating natural and cultural resources in territorial planning by implementing sustainable development projects for cultural and tourism offers.

    • Heritage Interpreter –Getting to know the background where one works and developing courses of action to achieve the value enhancement and distribution of natural and cultural heritage. Developing interpretive means in order to increase public awareness, understanding and valuing heritage.

    • Cultural Tourism Developer - Designing cultural tourism projects, conducting outreach and informational materials, publications and activities for the tourist promotion of cultural and natural heritage.

    • Cultural Spaces Guide – Getting to know the background where one develops his/her task as well as communication techniques and other techniques for tourist tours.

    • Tourist Information - Providing information on cultural tourism attractions, as well as guided tours and cultural activities for different types of customers.

AREAS OF WORK

  • Tourism companies specialized in cultural issues (receiving and sending travel agencies, tour operators, booking centres, etc.).

    • Government offices (tourist offices, boards, city councils, regional councils, town councils, etc.).

    • Cultural spaces for tourist use (museums, visitor centres, cultural parks, etc.).

    • Natural areas (natural parks, nature classes, eco-museums).

    • Tourist Associations.

    • Cultural Foundations.

    • Cultural and tourism consultancy.