Le numérique : un outil pour conquérir une nouvelle clientèle

J’évoquais récemment les différentes technologies du numérique susceptibles d’être mises en oeuvre dans le tourisme. TF1 vient de consacrer un sujet à la réalité virtuelle encore peu utilisée. Bien que l’investissement puisse être perçu comme important, les solutions offertes permettent néanmoins de satisfaire les attentes des touristes et visiteurs en provenance de pays dont nous maîtrisons pas la langue. Chinois, Kazaks, Indiens et bien d’autres, trouve ainsi des guides virtuels et viennent donc gonfler le CA des acteurs du tourisme.

Apprenez l’eTourisme avec un MOOC : Communication Perspectives

UNESCO chair in ICT to develop and promote sustainable tourism in World Heritage Sites

Ce cours étant en anglais, je publie donc cette annonce dans cette langue.  

This Swiss-made MOOC takes you on a terrific journey into eTourism and online communication. You will feel the pulse of ICTs and enjoy the beauty of Switzerland as a globally renowned tourism destination. Time to travel. Join today.

Professors and authors: Prof. Lorenzo Cantoni, Dr. Nadzeya Kalbaska, Dr. Elena Marchiori, and Dr. Silvia Matilde De Ascaniis

This is an introductory course to a fascinating journey into the eTourism world, which crosses both space and time, and is always closely connected with communication. We are embarking to create a great study experience, which explores how Information and Communication Technologies shape tourism – both for our personal experience and for the tourism industry at large. In other words, we will together explore eTourism by using tools and models from the Communication Sciences.

Key concepts and theories covered include: Online Communication Model; Roman Jakobson’s Communication Model; Quality of online contents; User Generated Content; Web 2.0; Reputation in online Media; Intercultural Communication and Localisation; eLearning; Argumentation; World Heritage Sites.


The following people to be attracted by the course in order to update their skills and knowledge on a very hot topic:
• Destination managers
• People active in the tourism industry
• Policy makers
• Students, in particular within tourism and hospitality


Chapter 1. Communication: an introduction to its nature and history (October 5-9, 2015)

Instructor: Prof. Lorenzo Cantoni
Theoretical part:
The etymology of communication and its major components
Case study:
UNESCO World Heritage Sites and eTourism

Chapter 2. The Online Communication Model (OCM) and the quality of online contents (October 12-16, 2015)

Instructor: Prof. Lorenzo Cantoni
Theoretical part:
The Online Communication Model
Case study:
Analysis of the content quality in online communication

Chapter 3. Usability analysis and web analytics (October 19-23, 2015)

Instructor: Prof. Lorenzo Cantoni
Theoretical part:
Usability and usages analysis of tourism websites, mobile apps and other online communication tools
Case study:
Strategies to assess usability

Chapter 4. Localisation of online content (October 26-30, 2015)

Instructor: Prof. Lorenzo Cantoni
Assistant: Emanuele Mele
Theoretical part:
Cultural translation / localisation of messages for people with different cultural backgrounds and experiences
Case study:
Localized website for domestic and international visitors. Case of Quito (Ecuador)

Chapter 5. B2B activities and eLearning: within the hospitality and tourism domain (November 2-6, 2015)

Instructor: Dr. Nadzeya Kalbaska
Theoretical part:
The notion of eLearning and its use in the hospitality and tourism field
Case study:
eLearning courses about Destination Management Organizations. Case of “Ticino Switzerland Travel Specialist” online course

Chapter 6. User Generated Contents (UGCs) & Web 2.0 (November 9-13, 2015)

Instructors: Dr. Silvia de Ascaniis; Dr. Elena Marchiori
Theoretical part:
Communication opportunities given by UGCs and Web 2.0
Case study:
Hotels’ communication strategies to respond to online reviews

Chapter 7. Reputation in online media (November 16-20, 2015)

Instructor: Dr. Elena Marchiori
Theoretical part:
The definition of the reputation construct and its relevance in the online domain
Case study:
How to analyze the online reputation of a tourist destination

Chapter 8. Argumentation in online travel reviews (November 23-27, 2015)

Instructor: Dr. Silvia de Ascaniis
Assistant: Jingjing Lin
Theoretical part:
Definition of argumentation
Case study:
Argumentative analysis of Online Travel Reviews of a Chinese National Park

Enroll yourself here

Teaching opportunities at the EHL

Etudiants EHL


The prestigious Ecole Hôtelière de Lausanne has a new bachelor that will be at full speed in 2016-2017. Therefore, they have open teaching positions in the following disciplines to be filled Sept 2016:

  • Finance/real estate finance: 2
  • Corporate finance: 2
  • Accounting/financial-managerial:2
  • Entrepreneurship: 2
  • OB: 2
  • Strategic management: 2
  • Revenue management: 1
  • Marketing/digital/luxury: 2
  • Technology: 1

Preferably, people holding a PhD, or clinical with industry experience and PhD, or practitioners with a MBA/masters from a renowned university and industry exposure. Obviously, if they can teach in F and E, this is paradise, but they will examine all applications and the English sections have become predominant. Part time employment can be discussed.

If you know people who might be interested, who might fit this institution, and who want to join an ambitious school, please and ask those folks to send to fabien.fresnel@ehl.ch their full application (resume, cover letter, publications, grades eval…).

Please share these teaching opportunities within your accademic network. Thanks.