99504 - Service Design

Academic Year 2023/2024

  • Teaching Mode: Traditional lectures
  • Campus: Rimini
  • Corso: Second cycle degree programme (LM) in Tourism Economics and Management (cod. 5910)

Learning outcomes

The course aims at providing students with an up-to-date understanding of Service Design and Design Thinking, with an emphasis on sustainable tourist services. The distinguished feature of the course is the use of these participatory methodologies and tools to enhance cultural tourism in a multiscalar perspective, encompassing historical and geographical approaches. At the end of the course, students will be able to: (a) identify the different scale of cultural heritage including the Unesco Tangible and Intangible Heritage Lists and the European Cultural Routes of the Council of Europe; (b); recognize the main sustainability issues concerning the design of cultural tourism services; (c) understand the main concepts used in service design and design thinking; (d) select and apply the appropriate design thinking tools and methods to develop or renovate tourism destinations; (e) participate in a fieldwork that applies the learned participatory methodologies.

Course contents

This is a joint course given by prof. Patrizia Battilani and prof. Alessia Mariotti and includes both classroom lectures, group work in class, seminars and a fieldwork. The fieldwork destination as well as the main goals and aspects on which it will be based, will be defined at the beginning of the course.

The lectures will cover the following topics:

I Module

1 – Cultural tourism destinations: patterns and trends (PB)

2 – Cultural tourism sustainability and the Unesco conventions (PB)

3 – Cultural Routes of the Council of Europe (CR of CoE): definition, dimensions, typologies, programs, challenges, practices, and policies (AM)

5 – Tourism and sustainability in international institutions: conventions, programs, norms, narratives and visions on tourism and sustainability across Europe and the UN (AM)

6 – Tourism and intercultural dialogue: governance, networks and interregional cooperation patterns (AM)

7 - Service design: introduction and main tools (PB)

8 - The business model canvas and the value proposition canvas (PB)

9. The Personas (PB)

10. Stakeholders map and participatory models in tourism planning (PB)

I Mid term exam on the contents of the first 10 lectures

II Module

11 – Residents participation models and urban regeneration (PB)

12 – Evaluating sustainability in tourism: the geographical approach (AM)

13 – Evaluating sustainability in tourism: case studies form the CR of the CoE (AM)

14 – Evaluating sustainability in tourism: case studies form the CR of the CoE (AM + invited speaker)

15 – Evaluating the socio-cultural carrying capacity of tourism destinations: a qualitative approach (AM)

16 – Project design for cultural tourism in a sustainable development perspective (AM)

17 – Fieldwork preparation (AM)

18 – Fieldwork preparation (PB)

19 – Fieldwork (PB)

20 – Fieldwork (AM)

Readings/Bibliography

The assigned readings, the power point presentations and other teaching materials will be made available throughout the course.

Teaching methods

Traditional lectures, teamwork in class, seminars and a fieldwork are included.

The fieldwork could include a visit to a tourist destination and the meeting with the stakeholders. On the basis of the collected information and classroom lectures, students will prepare an original project work. The main goal of the latter will be defined at the beginning of the course.

In consideration of the type of activity and the teaching methods, the attendance of this course requires the prior participation of all students in the following online training modules: Moduli 1 e 2 di formazione sulla sicurezza nei luoghi di studio, [https://elearning-sicurezza.unibo.it/].

Assessment methods

Students attending lectures:

The I Mid term exam will be a written exam of 3 open questions, based on the contents developed in the first 10 lectures of the course. It will make possible to assess the theoretical knowledge acquired by students.

The maximum possible score for the I Mid term exam is 30 cum laude, in case all answers are correct, complete and formally rigorous. The minimum score to pass the exam is 18.

The II Mid term exam will be based on a project work through which students could implement the skills and the critical abilities developed as regards to: interpretation of cultural heritage and its use in tourism; the evaluation of the relationship between tourism and heritage; tourism feasibility studies for cultural product and ability to communicate the main results in a report; use of service de

Office hours

See the website of Patrizia Battilani

SDGs

Decent work and economic growth Sustainable cities Responsible consumption and production

This teaching activity contributes to the achievement of the Sustainable Development Goals of the UN 2030 Agenda.