ITM Master 1. Sem.
9702 Seminar
CASE STUDY II

Group 1 + 2

 Mon 14.00-19.00 h

Tue 8.15-13.00 h

6 SWS Course

Workload:

90 h classroom work / 270 h self-study

ECTS points: 12

Two groups, should have about same size

Intermediate Presentation (20%)

Final Presentation (20%)

Paper (min. 10 pages p.P.) (60%)

Case study

Internationalisation in tourism: Comparison of the internationalisation of tourism in Schleswig-Holstein and in Hamburg

As part of globalisation, tourism becomes more and more internationalised, albeit in different ways and at different speeds.

This process in recent years however is meeting opposition with the growing nationalism in many countries and the negative reactions to visitors from other cultures (rude Chinese, Arab veiled women, anti-foreigner propaganda in German election campaign)

Election Mecklenburg-Vorpommern Sept. 2016 - Poster of Nazi Party

Example Internationalisation of culture: Movie changes reality - Spectre

http://www.bbc.com/news/world-latin-america-37813562

https://www.youtube.com/watch?v=YumfRJCKrsE

This case study project will look at the different aspects of intenationalisation in tourism chosing two different examples:

Schleswig-Holstein, a leisure-based tourism destination with few international visitors (Group 1)

Hamburg as city with many international visitors incl. short-term residents (Group 2)

First step:

Which aspects belong to internationalisation of tourism?

For instance stakeholders: domestic and international visitors, locals, service staff, students / ExPats, local companies and MNCs, local / regional / national / international / European institutions, flora&fauna, future generations

For instance framework: policies, mobility, labor laws, visa, languages taught in school and used in public

For instance products and marketing: product adaptation, communication channels, self-image, projected image

For instance streams: of money, of deseases, of refugees, of ideas, of goods, of food and beverages, of transportation and IT technology

Second step:

Based on results of first step research:

Analysis of current situation of internationalisation of tourism in Hamburg and S-H and reasons for current situation

Third step:

Comparison of internationalisation of tourism in Hamburg and S-H with each other and with other competitors / Best practice examples

Fourth step:

Development of recommendations for further internationalisation of tourism in Hamburg and S-H

Examination:
- Intermediate Presentation (using PowerPoint, Prezi, MindMap or other visualization tool) - Results of Step 1+2
60 min. + 30 min. discussion (20%)

- Final Presentation (using PowerPoint, Prezi, MindMap or other visualization tool)
Overview, Final results 60 min. + 30 min. discussion (20%)

- Assignment Paper (12 pages per group member) to be handed in before Jan 31, 2016 (60%)

  Contact: Prof. Dr. Wolfgang Georg Arlt FRGS
Bachelor and Master Program International Tourism Management
arlt@fh-westkueste.de, Office Schanzenstr. 8, Tel. 0481 8555-513