Information Package / Course Catalogue
Tourism Management
Course Code: THM114
Course Type: Required
Couse Group: Short Cycle (Associate's Degree)
Education Language: Turkish
Work Placement: N/A
Theory: 2
Prt.: 0
Credit: 2
Lab: 0
ECTS: 2
Objectives of the Course

The aim of this course is to enable students to evaluate the tourism and hospitality sector within its ecosystem as a whole from an analytical perspective; to gain the ability to interpret the Turkish tourism economy through data; and to comparatively examine global hospitality segments and business models. The course also aims to help students understand hotel organizational structures, management processes, and human resources practices through real-world industry scenarios; to evaluate the role of digital transformation tools and artificial intelligence applications in hospitality businesses; and to develop practical competencies in guest experience and reputation management.

Course Content

This course explores the tourism and hospitality industry as an integrated ecosystem. Students learn to interpret Turkey's tourism economy through real data, compare global accommodation segments and business models, and evaluate the economic, social and environmental impacts of tourism alongside sustainability frameworks. The second half of the course covers hotel organizational structures, management functions, human resources processes and digital transformation tools including PMS, channel managers and AI applications. By merging General Tourism and Hotel Management into a single course, students develop the ability to analyse the sector from both an analytical and a managerial perspective.

Name of Lecturer(s)
Learning Outcomes
1.It analyzes the actors in the tourism and hospitality ecosystem, the value chain, and Türkiye's position in global tourism through data.
2.It comparatively evaluates global hospitality segments, business models, and destination management approaches.
3.Interprets the organizational structure, management functions, and human resources processes of a hotel business through real-world industry scenarios.
4.Evaluates digital transformation tools (PMS, Channel Manager, OTA) and artificial intelligence applications in the context of the hospitality industry and explains their impact on business processes.
5.Develops practical skills in guest experience design and reputation management.
Recommended or Required Reading
1.Walker, J. R. & Walker, J. T. (2024). Introduction to Hospitality
2.İçöz, O. & Uysal, M. (2024). Tourism Encyclopedia
3.Introduction to Tourism and Hospitality in BC. BC Open Textbook Library
4.Data Turkish Tourism Promotion and Development Agency (TGA) Reports
Weekly Detailed Course Contents
Week 1 - Theoretical
The concept of tourism and tourists; the actors involved in the ecosystem (accommodation, travel, food and beverage, transportation, destination management organizations); the value chain; money and service flows; the macro and micro importance of tourism.
Week 2 - Theoretical
Türkiye's tourism revenues, visitor numbers and market share; STR reports, RevPAR and ADR concepts; periodic analysis based on Turkish Statistical Institute (TÜİK) data; comparison of Türkiye with its regional competitors; vulnerabilities of the sector.
Week 3 - Theoretical
Accommodation segments from budget hotels to luxury chains; franchise, management contract, and independent business models; chain management structure through the examples of Marriott, Hilton, and Accor; boutique and design hotel trends.
Week 4 - Theoretical
The economic, socio-cultural, and environmental impacts of tourism; the framework for sustainable tourism; Green Key, Travelife, and LEED certification systems; responsible tourism practices; and exemplary businesses from Türkiye.
Week 5 - Theoretical
The strategic plan of the Turkish Ministry of Culture and Tourism; the Turkish Tourism Promotion and Development Agency (TGA); 2035 targets and focus destinations; tourism incentive legislation; the impact of policy decisions on businesses.
Week 6 - Theoretical
Ecotourism, cultural tourism, congress and MICE tourism, health tourism, gastronomic tourism, religious tourism, winter tourism; the demand structure and revenue model of each type; examples of its application in Türkiye; niche market opportunities.
Week 7 - Theoretical
Components of the tourism product; product development and differentiation strategies; destination branding and positioning; destination management organization (DMO) model; destination development processes in Türkiye.
Week 8 - Intermediate Exam
The exam will assess the topics covered in weeks 1-7. It will cover the tourism and hospitality ecosystem, the Turkish tourism economy, hospitality segments, sustainability, tourism policy, alternative tourism types, and destination management.
Week 9 - Theoretical
The hotel's departmental structure and hierarchy; the flow of information and money between departments; the reflections of the systems approach and the contingency approach in the context of hospitality; and organizational differences in small, medium, and large-scale hotels.
Week 10 - Theoretical
The daily workflow of a hotel general manager and department head; shift handover protocols; decision-making processes under pressure; management functions (planning, organizing, directing, controlling) through real hotel scenarios; case study: Marriott and Hilton operational decisions.
Week 11 - Theoretical
The HR cycle in hotel operations: recruitment, orientation, performance appraisal; employee experience and engagement; team management responsibilities of supervisors and assistant chefs; role differences between high school and vocational school graduates; motivation techniques.
Week 12 - Theoretical
Digital transformation in the hospitality industry; conceptual mapping of PMS (Opera Cloud), CRS, and channel manager; introduction to the OTA ecosystem; artificial intelligence applications: AI chatbot management, dynamic pricing algorithms, self check-in systems, personalized guest experience; overview of tools and platforms used in the sector.
Week 13 - Theoretical
Customer journey mapping and touchpoint analysis; NPS and guest satisfaction metrics; online reputation management: TripAdvisor, Google, and OTA review strategy; complaint management protocols; revenue structure of eco-tourism operator, boutique hotel, and gastronomy tourism business models.
Week 14 - Final Exam
A final exam will be conducted to assess the overall understanding of all topics covered in the course. The exam will cover the tourism ecosystem, accommodation segments, hotel management, HR and supervisor competencies, digital transformation, artificial intelligence applications, guest experience, and reputation management.
Assessment Methods and Criteria
Type of AssessmentCountPercent
Assignment1%10
Quiz1%10
Midterm Examination1%20
Final Rate1%60
Workload Calculation
ActivitiesCountPreparationTimeTotal Work Load (hours)
Lecture - Theory141242
Assignment1112
Quiz1112
Midterm Examination1112
Final Examination1112
TOTAL WORKLOAD (hours)50
Contribution of Learning Outcomes to Programme Outcomes
PÇ-1
PÇ-2
PÇ-3
PÇ-4
PÇ-5
PÇ-6
PÇ-7
PÇ-8
OÇ-1
4
5
5
5
3
5
3
5
OÇ-2
4
5
5
5
4
5
3
5
OÇ-3
4
3
3
3
4
4
4
5
OÇ-4
3
3
3
4
4
5
5
5
OÇ-5
4
3
3
4
5
5
4
5
Adnan Menderes University - Information Package / Course Catalogue
2026