This course introduces students to the concept of digitalisation in cultural tourism. It provides an overview of cultural tourism and its main characteristics, followed by an introduction to digital transformation and online marketing tools relevant to cultural tourism institutions. Attention is also paid to selected legal aspects of digitalisation, particularly data protection. The course combines theoretical foundations with practical application. Students analyse case studies, explore examples of digital practice in cultural institutions, and develop their own digital solutions within team projects and presentations.

Knowledge
Upon successful completion of the course, students are able to explain the concept and characteristics of cultural tourism and define digitalisation and online marketing in the context of tourism. They are able to identify appropriate digital tools suitable for cultural tourism institutions and describe the basic legal principles related to digitalisation, with particular emphasis on data protection.

Skills
Students are able to apply selected digital marketing tools in the context of cultural tourism and analyse and evaluate their effectiveness. They are capable of preparing and presenting a case study focused on the digitalisation strategy of a selected cultural tourism organisation.

General Competences
Students understand the broader context of digitalisation in cultural tourism in both Czech and international environments. They are able to work effectively in teams, coordinate tasks according to given instructions, and take responsibility for shared results. Furthermore, they are able to critically assess digital strategies used by cultural tourism institutions and suggest possible improvements.