APG5555 - Digital tourism economy - 2018

12 points, SCA Band 3, 0.250 EFTSL

Postgraduate - Unit

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.



Organisational Unit

School of Languages, Literatures, Cultures and Linguistics

Chief examiner(s)

Dr Isaac Mizrachi


Dr Isaac Mizrachi

Unit guides



  • Term 3 2018 (On-campus block of classes)




The unit may be offered in non-standard teaching periodsnon-standard teaching periods (http://www.monash.edu/enrolments/dates/census).


This unit focuses on the rise of the digital economy and the impact is having on the tourism and events industries. Topics include: new media and consumer behaviour, social media digital marketing in tourism (such as Instagram and Facebook), virtual reality applications in the industry, new digital business models for small and medium sized enterprises and disruptive innovation, the rise of the sharing economy (such as Airbnb), artificial intelligence and robotics, sensors and internet-of-things. Data science and innovative research methodologies in tourism are studied including website data analytics, digital tracking and pattern recognition in 'big data' to assist market segmentation.


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

  1. Analyse the impact of the digital economy on the tourism industry.
  2. Discuss the contemporary scope of digital technologies and their applicability to the tourism industry.
  3. Explain the implications of digital technologies on the tourism economy for different destinations, events and companies.
  4. Evaluate the applicability of social media marketing techniques as used in the industry.
  5. Utilise "big data" research techniques.
  6. Undertake applied research in the field of digital technologies for small and medium sized enterprises (SMEs).


Within semester assessment: 100%

Workload requirements

Minimum total expected workload to achieve the learning outcomes for this unit is 288 hours per semester typically comprising a mixture of scheduled learning activities and independent study. A unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

See also Unit timetable information

This unit applies to the following area(s) of study