Pilot courses in Practice Enterprise to implement the University-Enterprise Cooperation for the development of Caspian Area – PICASP

Massive open online courses (MOOCs)

THM 417 Cultural Tourism – 6 ECTS, Spring 2023 

Course Outline:

This course explores the intricate relationship between culture, heritage, and tourism within the context of the dynamic field of Cultural Tourism. Students will gain an in-depth understanding of how culture and heritage serve as pivotal driving forces in the tourism industry. Through a comprehensive examination of theory and practical case studies, students will develop the knowledge and skills required to effectively manage and promote cultural tourism destinations. Additionally, the course will address the ethical dilemmas that frequently arise in the management of cultural tourism.

Learning Outcomes:

Upon completing this course, students will have achieved the following learning outcomes:

• Students will possess a deep understanding of the multifaceted nature of cultural tourism, including its historical significance, the interplay between culture and tourism, and the role of cultural heritage in destination management.
• Students will be equipped with practical skills to plan, develop, and market cultural tourism destinations effectively. They will understand the key principles of sustainable cultural tourism development.
• Students will be able to identify and navigate the ethical dilemmas and challenges that arise in the cultural tourism industry, including issues of cultural appropriation, authenticity, and sustainable practices.
• Students will have a global perspective on cultural tourism, with insights into international policies, cross-cultural communication, and sensitivity to cultural differences.
• Students will develop critical thinking skills to analyze and address the economic, political, and social challenges associated with managing and promoting cultural tourism destinations worldwide.
• Students will be well-prepared to engage in the cultural tourism industry with a strong foundation in both theoretical knowledge and practical skills, along with a heightened awareness of ethical considerations in this dynamic field.

Course Topics:

Culture and its types: Exploring the foundations of culture, its dynamic processes, and the various forms it can take, setting the stage for a deeper understanding of cultural tourism.

Cultural tourism concept: Defining and examining the core concept of cultural tourism, uncovering its essential components and significance in the travel industry.

Features of cultural tourism: Analyzing the distinguishing features of cultural tourism and the unique experiences it offers to travelers, drawing from real-world examples.

Types of cultural tourism: Exploring diverse forms of cultural tourism, ranging from heritage tourism to creative tourism, with illuminating case studies.

Characteristics of cultural tourists: Investigating the traits and preferences that define cultural tourists, helping to tailor experiences to their expectations.

Motivations of cultural tourists: Gaining insights into the motivations that drive cultural tourists to explore heritage sites and cultural destinations, enhancing visitor satisfaction.

Heritage management and tourism integration: Understanding the intricate link between cultural heritage management and tourism management, and how they can coexist harmoniously.

Attractions and tourist Behavior: Studying the role of attractions in cultural tourism and the behavior patterns exhibited by cultural tourists, enabling effective site management.

Cultural heritage management: Delving into tangible and intangible heritage preservation, and examining tourism's transformative influence on intangible heritage.

World heritage sites: Exploring the World Heritage Convention, definitions, and criteria for world heritage status, and the implications of such recognition.

Managing cultural tourism businesses: Learning about ownership structures and operational management of cultural sites and businesses, ensuring sustainable and responsible tourism practices.

Cultural tourism interpretation: Understanding the pivotal role of interpretation in cultural tourism, applying Tilden’s guiding principles to enhance visitor engagement.

Case study: Gaining real-world insights into cultural tourism in Azerbaijan.

Course Content:

• Syllabus
• Materials
• Recorded lectures

THM 416 Cultural Heritage and Business Perspectives – 6ECTS, Fall 2023 

This course delves into the intersection of cultural heritage and business, providing students with a comprehensive understanding of how historical and archaeological assets can be leveraged for both economic growth and cultural development.

The first part of the course provides insight into archaeological and historical tourism, while the second part explores the various business opportunities within cultural heritage, all within the context of their multifaceted relationship with heritage preservation, tourism, and entrepreneurship.

Part I - Archaeological and Historical Tourism

Course Outline:

This comprehensive course delves into the fundamentals of tourism and how historical, archaeological, and cultural insights play a pivotal role in shaping its organization and evolution. Simultaneously, it offers a deep exploration of the historical, archaeological, and cultural treasures found within the various geographical landscapes, assessing their compatibility with and contribution to the tourism sector—a fundamental principle at the core of this course. — a core principle of this course.

Learning Outcomes:

Upon completing this course, students will be proficient in the following skills and competencies:

• Demonstrate the capability to recognize tourism prospects by aligning them with historical opportunities within diverse geographic settings.
• Apply cultural and religious values to assess the tourism potential of destinations, thereby enriching the visitor experience.
• Exhibit proficiency in the selection of historical monuments that can enhance the appeal and educational value of tourism destinations.
• Competently identify and apply innovative methods for tourism development, leveraging historical and cultural resources as strategic tools for destination enhancement.

Course Topics:

Introduction to the course: history and tourism: Providing an overview of how historical events and cultural heritage intersect with the tourism industry.

Historical, archaeological, and cultural anthropology foundations of tourism: Exploring the roots of tourism, this topic delves into the influence of history, archaeology, and cultural anthropology on the development of tourism as a field.

Prehistoric evidence in tourism potentials: Examining the allure of prehistoric sites, this topic investigates how ancient relics and archaeological discoveries can become tourism attractions.

Different religious monuments with opportunities in tourism: Exploring the tourism potential of various religious monuments and pilgrimage sites, highlighting their significance for travelers.

Museums with architectural potentials applying to tourism: Focusing on museums as architectural landmarks, this subject looks at how museum design and aesthetics contribute to their appeal to tourists.

War and defense processes and tourism: Investigating the connection between military history and tourism, this topic assesses how war-related sites and narratives can draw visitors.

Cultural-trade history potentials of tourism: Examining the economic and cultural impact of trade history on tourism, showcasing how commerce and cultural exchange have shaped travel destinations.

Course Content:

• Syllabus
• Materials
• Recorded lectures

Part II - Cultural Heritage and Business Opportunities

Course Outline:

This course explores the intersection of cultural heritage and business opportunities, focusing on how cultural heritage can be leveraged for economic and social benefits. Students will gain insights into the various aspects of heritage tourism product development, marketing, market analysis, visitor management, and business planning. Through case studies, practical exercises, and discussions, students will learn how to harness the potential of cultural heritage assets to create sustainable and profitable ventures while preserving and celebrating the rich tapestry of our collective past. They will be well-equipped to contribute to the sustainable development of cultural heritage assets and the growth of the heritage tourism industry.

Learning Outcomes:

Upon successful completion of this course, students will be able to:

• Develop a comprehensive understanding of cultural heritage, its significance, and its potential for economic development.
• Evaluate and design heritage tourism products and experiences that are authentic, culturally sensitive, and appealing to diverse audiences.
• Apply marketing principles and strategies specific to cultural heritage, including branding, storytelling, and promotion, to attract visitors and generate interest in heritage offerings.
• Conduct market research and analyze customer behavior to identify target markets, trends, and opportunities within the heritage tourism industry.
• Develop strategies for managing and enhancing the visitor experience at cultural heritage sites, including crowd control, interpretation, and accessibility considerations.
• Create a comprehensive marketing plan tailored to a specific cultural heritage destination or product, incorporating market analysis, segmentation, positioning, and promotional strategies.
• Develop a viable business plan for a cultural heritage venture, addressing key aspects such as funding, revenue generation, sustainability, and risk management.
• Demonstrate an awareness of cultural sensitivity and ethics in heritage tourism, including the responsible handling of cultural artifacts and engagement with local communities.
• Understand the importance of sustainable practices in cultural heritage preservation and business development, including environmental, economic, and social sustainability.
• Recognize the importance of collaboration among various stakeholders, including government agencies, cultural institutions, local communities, and private sector entities, in the development of successful cultural heritage ventures.
• Develop effective communication skills to convey the value and significance of cultural heritage to a wide range of audiences, including investors, policymakers, and the general public.

Course Topics:

Heritage tourism product development: Focusing on creating and enhancing cultural heritage experiences and attractions that appeal to tourists.

Heritage marketing: Exploring how to effectively promote cultural heritage sites and experiences through strategic marketing techniques.

Market analysis and customer understanding: Delving into the research and analysis of market trends, visitor demographics, and preferences to better understand the target audience for heritage tourism.

Visitor management: Studying methods for efficiently managing visitor flow, safety, and satisfaction at heritage sites and destinations.

Marketing plan: Gaining insights into the development of a comprehensive marketing strategy tailored to promote cultural heritage offerings effectively.

Business plan: Focusing on the process of creating a business plan for heritage-related ventures, including financial planning, sustainability, and growth strategies.

Course Content:

• Syllabus
• Materials
• Recorded lectures