Assessment overview for BX3194 Destination Management and Planning

Assessment 1

Assessment 1: Description

Students should write three (3) short essays (800-1000 words for each one excluding references) one for each  of the issues/questions listed below related to the Target Case study. Three case studies would be discussed in class. Students can use only any of the three case studies to attempt the three questions below. Each essay should have the same structure:

-      Your personal response to the issue/question – what you think you would do if you were in the organisation responsible for destination marketing/planning/management (200-250 words)

-      The argument and evidence that supports your response that is based on the material covered in the lectures/required readings and any additional academic material you have read. You need to present a logical argument supported by relevant evidence from the subject materials and your additional reading. This section must be properly referenced (450-550 words)

-      What key lesson you have learnt from the subject material (referencing exactly where in the material the relevant information was found) that you think was most helpful in addressing the issue/question (150-200 words)

-      References (in 7th  edition APA format)

Three Case Study Issues/Questions

a.   A common argument in discussions of tourism/events and sustainability is that tourism planning and destination management needs to be guided by a different set of indicators than tourist numbers or expenditure. Provide 3 alternative measures of tourism success focused on improving the sustainability of tourism at the target case study destination.

b.   Describe one policy instrument that could be used, and how it could be used specifically, to enhance the contribution of tourism to one type of community wellbeing capital relevant to the target case study destination.

c.   One consistent response from the destination residents is that they wanted to be more engaged in tourism governance. Suggest one way of empowering the target case study destination residents in tourism planning and governance.

Assessment 2

Assessment 2: Description

The aim of this assessment is to provide students with the opportunity to better understand the role and processes of destination management organisations by demonstrating the ability to analyse and present information to make informed destination development decisions.

Instructions:

Students should envisage themselves as tourism development and marketing consultants carrying out a project for the Destination Management Organisation. Students will be provided with data profiling visitors to the region, relevant tourism and event marketing strategy documents, and summary information on community needs if the chosen destination is Australia or Singapore. For any other destination, students will be responsible for conducting their own research. Based on an analysis of the information presented, students should prepare a Tourism Market and Experience Concept Report which should contain the following sections:

1.  Introduction to the destination and the role of tourism events and experiences in tourism destination development.

2.  Indepth and concise summary of visitors to the region presented in appropriate table, graph and chart formats based on the data provided.

3.  SWOT analysis of the destination based on a thorough review of existing tourism strategies for the region and an audit of existing local tourism events and experiences.

Clearly defined concept for a new tourism experience (utilizing programming, packaging and people) for the destination with justification of how it satisfies the following criteria:

has a WOW factor that will attract new visitors to the region and/or encourage visitors to stay longer

is consistent with the Destination’s tourism DNA/brand

Not only uses but builds on/leverages existing destination experiences, assets and infrastructure

makes a positive contribution and local community capital

Assessment 3

Assessment 3: Description

The aim of this assessment is to provide students the opportunity to conceptualise a tourism event/experience and gain insight into the strategic role of DMO’s by developing a detailed IMC.

Instructions:

Students will work in groups of 4-5 to develop and present an IMC strategy portfolio for one tourism experience identified from the Research Reports completed for Assessment 2. The chosen concepts will be determined in class during an interactive evaluation session. The strategy and presentation will be created as an electronic portfolio in pebblepad and must clearly communicate:

1.  The Tourism Experience Concept:

a.  Clear identification of the experience theme, program or content, and location to convey the WOW factor

b.  Identification of key stakeholders in the delivery of experience

c.  Identification of target markets and forecasts using the visitor data provided and other relevant market data

d.  Justification and evidence of how the proposed experience concept meets the criteria identified in Assignment 2.

2.  IMC Campaign Objectives: Identification of SMART objectives for the campaign (specific, measurable, achievable, realistic and timely).

3.  The USP: What is the WOW factor of this experience?

4.  The Creative Strategy: What is the communication campaign idea (based on USP): the main theme, appeal, or benefit to be communicated in the message.

5.  Message or creative format: What is the broad creative approach used to communicate the message idea to the target audiences?

6.  The IMC program – demonstrate with detailed examples how the following elements will be utilized to deliver the creative strategy:

a.  Traditional Advertising

b.  Digital advertising and communications (including social media)

c.  Public Relations and Publicity

d.  Consumer Promotions and Travel Trade Distribution

The IMC portfolio in Pebblepad must have pages clearly addressing the above elements and all students are expected to record an oral presentation and upload to the relevant page a video explaining the sections for which they were responsible.

Useful Information:

Instructions and resources for creating the IMC portfolio in Pebblepad are provided in the assessment folder on LearnJCU.