The Marketing Map: Navigating the Principles of Marketing for Tourism, Hospitality, and Services

Impact Summary

• Used in course(s): [currently beta testing] TMGT 1150: Tourism and Services Marketing
• When: Course offered Fall, Winter and Summer
• Estimated number of students using textbook(s): 40 [approximately 120 students per year]
• Average price of textbook replaced:
  • The average price of a Marketing-related textbook in Canada typically ranges from $50 to $200 depending on format (print or ebook) and publisher – we are using a modest estimate of $100/ high quality textbook, featuring accessibility and engaging components such as videos, graphics, a glossary, instructor resources, and interactive H5P activity components.
• Estimated savings: $100 x 40 students = $4,000/ term or $12,000 per year!

Impact Story

Background

Lian’s journey at TRU spans more than thirty years as a faculty member. She began in entrepreneurship and small business management before helping build the Tourism Management Department and creating programs like the Bachelor of Tourism Management and the Global Competency Certificate. “I spent five years at TRU World as Director of Global Engagement,” She has been having fun doing projects at TRU for a long time. Lian was also one of the founding members of the Study Abroad Ambassador Program, a model that engages students to share their experiences and encourage others to study abroad. In addition, she helped spearhead the Trades Field School to Mexico. “We piloted that, and it’s still going on, I believe, in Oaxaca,” said Lian.

Inspiration and Idea

The idea for this Open Educational Resource grew out of Lian’s long-standing commitment to student success. “I’ve been a strong advocate for adopting Open Educational Resources for a long time,” she explained. In the marketing program, expensive textbooks posed a real barrier, especially for Tourism. Determined to reduce those barriers, she began adapting open resources for TMGT 1150: Tourism and Services Marketing. After completing her term as chair, she finally had the time and the right team to bring the project to life. “This was the time to do this. I had a lot of material piled up. So this was a good time.”

Collaboration and Support

Curious and forward-thinking, Lian leaned into new tools, especially artificial intelligence, during the project. “We’re in very exciting times right now,” she said. She used AI like Perplexity to check sources, Napkin AI visuals, and Google NotebookLM to organize content. “The AI tools were not as great as they are today, but at the time it was amazing. ”Alongside technology, the human support from TRU Open Press proved invaluable: “Jessica and Kaitlyn were so quick and friendly… Dani was a very supportive, empathetic guide. She never said no to any of my questions. I was in good hands,” said Lian.

Challenges and Breakthroughs

For Lian, the real challenge wasn’t writing, it was learning the ins and outs of copyright and licensing. “That world was a little bit unknown to me, but I had to take a deeper dive… That was a steep learning curve for me.” She relied on alternate methods for visuals and adapted along the way, treating AI as an assistant rather than a substitute. “People think that AI wrote my book. I said, No, no, no, no. That’s not how it works, I’m the content expert.”

Impact on Students and Educators

The Marketing Map OER quickly began to make a difference. “The first time I got some really thoughtful feedback was when my colleague adopted the book this summer,” she recalled. While student comments are still coming in, faculty have been using the book intensely to refine and ensure accuracy. For Lian, the project reflects her teaching style.

“It’s a reflection of how I teach, If I’m able to do this at my age, then somebody starting up has a lot of power in their hands.” – Lian Dumouchel

Looking Ahead

Lian is confident that open education will only grow stronger with the help of AI and new tools. “I would never consider a purchased textbook ever again,” she said. For her, the future is clear- quality, customized resources are now not just possible but easier to produce. “It’s possible now, and it’s easier.”

Advice for Future Creators

Her advice is simple and encouraging: “Go for it. Don’t be afraid and consult with people who’ve already taken the plunge… There’s really no excuse not to anymore.” Through curiosity, support, and modern tools, Lian’s journey highlights the ever-growing possibilities for OER creators.

Author Interview – Lian Dumouchel

Student Experience – Nathan Wilson