University of Surrey - Guildford
Registry
  
 

  
 
Registry > Module Catalogue
View Module List by A.O.U. and Level  Alphabetical Module Code List  Alphabetical Module Title List  Alphabetical Old Short Name List  View Menu 
2007/8 Module Catalogue
 Module Code: MANM039 Module Title: STRATEGIC DESTINATION MARKETING
Module Provider: School of Management Short Name: MA213 Previous Short Name: MA213
Level: M Module Co-ordinator: PAPAGEORGIOU G Dr (SoM)
Number of credits: 15 Number of ECTS credits: 7.5
 
Module Delivery
Full-time or Part-time, Spring semester
Assessment Requirements
Module Overview

Today’s international tourism market place can be best described as a changing business environment: destinations are faced with increased competition from ‘old’, established destinations that have been re-branded with vastly improved product features, as well as from new entrants to the market.  Furthermore, today’s ‘consumers’ (leisure and business travellers) have wider access to information about destinations and can be more eclectic in their choices.  Tourism destinations must be able to develop and use their competitive advantages and be prepared to deal with sudden changes and threats (e.g. September 11th 2001, Asian tsunami etc.), as well as cease technological and other opportunities to their strategic advantage.

Prerequisites/Co-requisites
Prerequisite:  M112
Module Aims

This module is designed to provide students opportunities to develop a critical appreciation of the basic concepts and techniques associated with strategic destination management and marketing.  Students are also expected to develop their practical skills in gathering, analysing and presenting data.

Learning Outcomes
On successful completion of this module the students will be able to:
·       Appreciate the factors that influence tourism destination image and competitiveness (C, K)
·       Understand business and policy implications in destination management and marketing (C, K)
·       Critically examine the market situation and competitor actions (K, C, P)
·       Analyse the strategic position of a destination (C, K, P)
·       Construct and justify appropriate destination marketing plans (K, P, T)
·       Understand how competitive advantage can be achieved through the use of e-technologies, quality management and customer retention (K, P)
(Key: C-Cognitive/Analytical; K-Subject knowledge; T-Transferable; P-Professional/Practical skills)
 
Assessment Criteria
The criteria for assessing students’ work include their ability to demonstrate a thorough understanding of the issues examined in the module; an analytical approach to their study; a critical appreciation and evaluation of academic sources; originality in both researching and reporting on projects set, and the quality of academic writing and presentation skills.
Module Content

·         Strategic management and marketing planning for destinations

·         Destination image and branding

·         Competitive strategies and development of positioning strategies

·         Marketing research and analysis for destinations

·         Customer satisfaction, relationship marketing, consumer loyalty

·         Environmental scanning, situation, SWOT and STEP analyses

·         Development and evaluation of alternative marketing strategies

·         Development of the marketing mix

·         Competitiveness and collaboration in destination management and marketing

·         e-Tourism and strategic destination marketing

 
Methods of Teaching/Learning
The teaching and learning strategy is designed to furnish students with information about theoretical aspects of Strategic Destination Marketing; provide relevant examples from the industry; illustrate the interconnections and influences between different destinations and organisations; encourage students to explore and evaluate the challenges and practicalities involved in marketing tourism destinations.
The teaching and learning methods include a combination of theoretical lectures and presentations; practical examples and case studies; as well as directed reading.
 
Components of Assessment
Method(s)
Percentage weighting
Assessment for this module consists of:
 
a) a 1,500-word individual essay,
 
b) a 3,000-word written report on group project, and
 
c) an oral presentation of the group project.
 
The assessment methods are designed to encourage students to further explore aspects of strategic destination marketing by individual study and through working with their peers. Assessments will evaluate students’ knowledge and understanding of strategic destination marketing issues. Furthermore, their ability to critically examine academic and other secondary sources and apply theory to practice, as well as to report their findings in a businesslike manner will be tested.
Individual essay 40%
 
Group project report 40%
 
Group project presentation 20%
Selected Texts/Journals

Expected purchase
Pike, S (2004) Destination Marketing Organisations. London: PERGAMON, ISBN: 0-08-044306-0
 
Recommended
Beirman, D (2003) Restoring Tourism Destinations in Crisis: A Strategic Marketing Approach. Oxon: CABI
Buhalis, D (2003) eTourism: Information Technology for Strategic Tourism Management. London: Prentice Hall
Evans, N, Campbell, D & Stonehouse, G (2002) Strategic Management for Travel and Tourism. Oxford: Butterworth-Heinemann
Goodall, B & Ashworth, G (eds) (1988) Marketing in the Tourism Industry: The Promotion of Destination Regions. London: Routledge
Heath, E & Wall, G (1992) Marketing Tourism Destinations: A Strategic Planning Approach. New York: John Wiley & Sons
Kotler, P, Bowen, JR & Makens, JC (2002) Marketing for Hospitality and Tourism (3rd edition). London: Prentice Hall
McDonald, M & Wilson, H (2002) New Marketing. Oxford: Butterworth-Heinemann
Middleton, V & Clarke, J (2001) Marketing in Travel and Tourism (3rd edition). Oxford: Butterworth-Heinemann
Morgan, N, Pritchard, A & Pride, R (2004) Destination Branding. Oxford: Butterworth Heinemann
Moutinho, L (ed)(2000) Strategic Management in Tourism. Oxon: CABI Publishing
Piercy, NF (2001) Market-Led Strategic Change. Oxford: Butterworth-Heinemann
Ritchie, B & Crouch, C (2003) The Competitive Destination: A Sustainable Tourism Perspective. Oxon: CABI
Ryan, C (1995) Researching Tourist Satisfaction: Issues, Concepts, Problems. London: Routledge
Wood, M (2002) The Marketing Plan. Harlow: Pearson Education
 
Supporting
Bastakis, C, Buhalis, D, & Butler, R (2004) The Impact of Tour Operators’ Power on Small and Medium Sized Tourism Accommodation Enterprises on the Mediterranean Islands, Tourism Management, Vol.25(2), pp.151-170
Bharadwaj, SG, Varadarajan, PR, & Fahy, J (1993) Sustainable Competitive Advantage in Service Industries: A Conceptual Model and Research Propositions, Journal of Marketing, Vol.57(4), pp.83-99
Buhalis, D (2000) Marketing the Competitive Destination of the Future, Tourism Management, Vol.21(1), pp.97-116
Buhalis, D (2000) Relationships in the Distribution Channel of Tourism: Conflicts Between Hoteliers and Tour Operators in the Mediterranean Region, International Hospitality, Leisure and Tourism Administration Journal, Vol.1(1) pp.113-139.
Buhalis, D (2001) Tourism in Greece: Strategic Analysis and Challenges, Current Issues in Tourism, Vol.4(5), pp.440-480
Buhalis, D & Deimezi, R (2004) eTourism developments in Greece, International Journal of Tourism and Hospitality Research, Vol.5(2), pp.103-130
Buhalis, D & Spada, A (2000) Destination Management Systems: Criteria for Success, Information Technology & Tourism, Vol.3(1), pp.41-58
Gummesson, E (2002) Total Relationship Marketing. Oxford: Butterworth-Heinemann
Hollensen, S (2002) Marketing Management: A Relationship Approach. Harlow: Pearson Education
Kotler, P (2002) Marketing Management (11th edition). Harlow: Pearson Education
Kotler, P (2002) Strategic Brand Management (2nd edition). Harlow: Pearson Education
Mintzberg, H (1994) The Fall and Rise of Strategic Planning. Harvard Business Review, Vol.72(1), pp.107-114
Morrison, AM (1996) Hospitality and Travel Marketing (2nd edition). Albany, NY: Delmar Publishers, Inc
Porter, ME (1985) Competitive Advantage: Creating and Sustaining Superior Performance. New York: The Free Press
Porter, ME (1996) What is strategy? Harvard Business Review, November-December, pp.61-78
Richardson, P (2001) Internet Marketing: Readings and Online Resources. Maidenhead: McGraw-Hill
Ritchie, JRB (1993) Crafting a Destination Vision: Putting the Concept of Resident-responsive Tourism into Practice, Tourism Management, Vol.14, pp.379-389
Ritchie, JRB & Goeldner, CR (eds.)(1994) Travel, Tourism, and Hospitality Research (2nd edition). New York: John Wiley & Sons
 
Academic Journals
Annals of Tourism Research
Cities
Cornell Hotel And Restaurant Administration Quarterly
International Journal of Tourism Research
Journal of Sustainable Tourism
Journal of Travel & Tourism Marketing
Journal of Travel Research
Tourism Management
Travel & Tourism Analyst
Last Updated
15th August 2006