ENHANCING DIGITAL ENGAGEMENT IN TOURISM

Postgraduate programme

ENHANCING DIGITAL ENGAGEMENT IN TOURISM

Offered by BATH SPA UNIVERSITY

ON-CAMPUS: BATH Direct university enquiry No obligation

Home The Future of Hospitality and Tourism Training

Programme overview

Why choose this programme?

During this one-day Enhancing Digital Engagement in Tourism course, you’ll explore how digital engagement, particularly through online reviews, can be leveraged to enhance customer satisfaction, drive bookings, and build long-term loyalty for your business, drawing from research led by Dr Li Li. Read the summary report of the research project.

You’ll leave the day with new skills, a set of real-world response templates, and a deeper understanding of how to navigate online reviews with professionalism, empathy, and digital fluency.

Enhancing Digital Engagement in Tourism is designed for Business Owners, Managers, Marketing and Digital Leads in tourism and hospitality businesses looking into strengthening their businesses' online reputation. Professionals who are working towards managerial positions are also welcome.

Modality

ON-CAMPUS: BATH

Entry requirements

Destinatarios

Si eres una persona creativa e innovadora, tienes inquietudes culturales, artísticas y técnicas, y aspiras a una formación de calidad que te permita alcanzar un elevado nivel profesional, este Grado está especialmente indicado para ti. Podrás acceder al Grado desde el Bachillerato y desde los Ciclos Formativos de Grado Superior en ramas afines.

SYLLABUS

Session one

This first segment will focus on research theory insights uncovered during the research project, examining how different types of managerial responses to online reviews influence customers' perceptions, loyalty, and purchase intention.

You’ll explore key platforms like TripAdvisor and Google Maps, highlighting how businesses manage public feedback, both successfully and unsuccessfully. You’ll also learn about the technological side of review management, with a focus on Artificial Intelligence-assisted responses.

You’ll also cover the strategic use of social media platforms and email marketing as essential channels for managing and amplifying review responses.

Session two

This legal mini-session offers a practical overview of how tourism and hospitality businesses in England and Wales can manage online customer reviews within the law.

You’ll cover key issues such as responding to false or harmful reviews, the risks of fake or incentivised reviews, and when legal tools, such as consumer protection, defamation, and data protection laws, may apply.

You’ll also learn about the responsibilities of platforms like TripAdvisor and Google, helping you understand your business’ rights and options for protecting your reputation online. You’ll have the chance to ask questions, discuss the issues covered in the session, integrate what has been learned and be offered the space for collaborative discussion and peer sharing.

Session three

You’ll be divided into groups to explore and discuss managerial response strategies. This segment will function as both a practical workshop and a networking forum, offering managers the opportunities to discuss service recovery strategies and actionable takeaways. Meet the team

Dr Li Li

Dr Li Li, Reader in Management, joined Bath Spa University in 2016. She is the Tourism Pathway Leader, a research leader of Bath Business School, and a supervisor of Ph.D. research. Previously she held academic positions at University of Derby, University of Surrey and Hong Kong Polytechnic University.

Dr. Li’s expertise is centred on management learning and development, managerial practice, and tourism and hospitality management. Her work has been published in highly ranked international academic journals, such as Journal of Critical Realism and Current Issues in Tourism. She acts as an editorial member for several academic journals and a tourism study reviewer for Annals of Tourism Research and Routledge Taylor & Francis Group.

Dr. Eda Sahin

Dr. Eda Sahin graduated from Istanbul University with undergraduate degrees in both law and business administration, completing a rigorous double major that laid the foundation for her interdisciplinary approach to legal scholarship.

Since completing her Ph.D. on consumer harm in competition cases, Dr. Sahin has contributed extensively to the fields of competition law and policy, as well as consumer protection, through books alongside numerous journal articles, book chapters, and edited volumes, while also teaching undergraduate and postgraduate courses on Competition Law, English Legal System, EU Law, Contract Law, and Legal Systems, Research and Skills, thereby advancing scholarly debate and shaping future legal practitioners.