What is online business in tourism?

Online business in tourism, digital tourism business, e-business in tourism, e-tourism; call it what you will, it still has a huge impact on how tourism business is conducted. Most of tourism businesses and large part of marketing are now online. The internet is most often used medium to search for information about a holiday or destination. Skills and knowledge of online tools and channels are critical for the competitiveness of a tourism business or destination.

Director of our master’s degree programme in Tourism Marketing and Management, Juho Pesonen, has made his lectures on the topic freely available for anyone interested in the topic. The course was given for the students of Finnish University Network for Tourism Studies during Fall 2016. You can see the course content and access the lectures on YouTube through the course time table below. YouTube videos have links to SlideShare presentations if you want to take a closer look at them:

Juho Pesonen teaching the course

Thursday 3.11.2016 

9.00-10.30 Introduction to E-business in Tourism: history and context

10.30-10.50 Break

10.50-12.30 Theoretical background: central concepts of E-business

12.30-13.30 Lunch

13.30-14.30 E-business in practice: what to do

– website

– E-commerce

14.30-14.45 Break

14.45- 15.50 E-business in practice: what to do

– social media and content creation

15.50-16.00 Break

16.00-16.45 Practical examples

Friday 4.11.2016

9.00-10.15 E-business in practice: what to do

– analysing and managing online business

10.15-10.30 Break

10.30-11.25 E-business in practice: what to do

– mobile devices


11.35-12.30 E-business in practice: what to do

– Search engine marketing

– Security

– Customer Relationship Management

– Marketing automation, artificial intelligence

12.30-13.30 Lunch

13.30-14.30 Destination management and marketing in the era of online business

14.30-14.45 Break

14.45-15.30 Future of tourism in digitalizing world: where are we going?

15.30-16.00 Final conclusions


These lectures provide an overview of a wide topic of marketing and managing tourism business in digital environment. A more in-depth view of the topic can be achieved for example in our Master’s Degree Programme.