E-COMMERCE IN TOURISM AND HOSPITALITY INDUSTRY

Course Description

The aims of this course are to enable students to develop an understanding of the concepts, ideas and technology of electronic commerce and to develop skills of effective implementation strategies of electronic commerce within tourism and hospitality industry. The subjects of the course include the usage of the Internet by tourism and hospitality organizations, applications and impacts of e-commerce within tourism and hospitality industry, consumer behavior on the web, effective web design strategies, direct and relationship marketing via the Internet, innovation and development of new E-commerce tourism ventures, and finally the management of the overall E-commerce function for tourism sector organizations.

E-COMMERCE IN TOURISM AND HOSPITALITY INDUSTRY

Evaluation Tools (Active Term)

No evaluation items have been defined.

Course outcomes

No course outcomes have been defined yet.

Course Syllabus

Reference Books & Course Materials

1. 01 Laudon, K. C., & Traver, C. G. (2021). E-commerce 2020-2021: business, technology, society. Pearson.
2. 02 Laudon, K. C., & Traver, C. G. (2023). E-commerce 2023: business, technology, society. 17th Edition. Pearson.

Learning Outcomes

1. L01 Define and describe the fundamental concepts and objectives of electronic commerce in digital business environments. SOLO 3
2. L02 Classify different types of e-commerce models and compare their strategic positioning in digital markets. SOLO 4
3. L03 Analyze digital business environments and develop effective e-commerce strategies aligned with organizational goals. SOLO 4.5
4. L04 Design and evaluate implementation roadmaps for e-commerce initiatives by identifying operational and technological capability gaps. SOLO 5
5. L05 Analyze value creation processes in e-commerce by linking customer value, firm value, and digital performance metrics such as CLV and conversion rate. SOLO 3.5
6. L06 Analyze and integrate multiple digital channels to ensure a seamless online customer experience across e-commerce platforms. SOLO 6.5
7. L07 Analyze and manage digital customer data and information processes to support effective e-commerce decision-making. SOLO 4
8. L08 Evaluate e-commerce performance using key digital marketing metrics such as CAC, ROAS, conversion rate, and customer retention. SOLO 4.5
9. L09 Design and evaluate organizational structures and strategic readiness for implementing e-commerce initiatives. SOLO 5

Program Outcomes

1. P01 1. Students will be able to adopt theoretical and practical knowledge in a challenging work environment.
2. P02 2. Students will be able to guide teamwork in intercultural and various international working environments.
3. P03 3. Students will be able to obtain the communicative, conceptual and analytical skills necessary for conflict environments.
4. P04 4. Students will be able to recognize the importance of basic competence to create a competitive advantage and achieve a success on a global scale.
5. P05 5. Students will be able to integrate ethical and social responsible practices that are environmentally friendly and applicable both in business and personal life.
6. P06 6. Students will be able to raise awareness about continuous improvement to increase business performance in professional life.
7. P07 7. Students will be able to adopt and apply critical and strategic thinking together with research capabilities for organizational decisions.
8. P08 8. Students will be able to use and manage the information technologies required for the contemporary business world.
9. P09 9. Students will be able to have a knowledge of, at least, one foreign language at basic level in addition to English.
10. P10 10. Students will be able to acquire effective teamwork skills.

Po-Lo Matrix