Spring Semester

Destination Marketing Organisations (DMOs) face a wide-range of political and resource-based challenges and constraints not encountered by private sector businesses, which make destination marketing and management a highly complex area of study. 

This module explores the underlying principles and key characteristics of destination management and marketing by drawing on fundamental subject areas related to organisation structure and governance challenges, marketing planning and research, image, promotion and branding for destinations as well as performance evaluation.  

A critical understanding of the nature of DMO operations, challenges as well as opportunities is essential, not only for students seeking a career as active stakeholder within a DMO, but also for those wishing to work for private sector tourism businesses, as comprehending the principles guiding the public sector leads to more effective collaboration between both sectors. 

The module provides students with the opportunity to engage in the practical application of tourism theory as well as encouraging them to adopt a critical approach to analysing a tourist destination. Central hereby is a domestic fieldtrip with the objective to enable students to gain first-hand experience in addressing a specific research problem and conducting marketing research. Insights gained from the field experience are channelled back into producing a theoretical report, which critically examines the complex processes and practices in destination marketing and management.

*** Please note that the fieldtrip is an essential part of this module and that the cost of the trip has to be covered by the participating students *** 

None

This module is designed to provide students with the opportunity to develop a critical appreciation of the key principles, concepts and techniques associated with destination management and marketing as well as to understand the connection between theory and practice. Further, the module encourages students to develop their practical skills in gathering, analysing and presenting data.

On successful completion of this module the students will be able to:      

• Discuss the underlying principles, particularities and dynamics of DMOs and understand business and policy implications in managing and marketing a destination (K, C) 
• Demonstrate a critical understanding of the role of destination branding and promotion, marketing research as well as performance evaluation techniques (K, C) 
•  Appreciate the factors that influence tourism destination image (K, C)  Apply theoretical knowledge on destination management and marketing by examining a specific research problem in a particular destination (K, C, P) 
• Compare and contrast between tourism theory and practice by identifying practical issues related to destination management and marketing (K, C, P) 
•  Propose strategic destination management and marketing directions (C, P, T) 
  Develop practical skills in the critical analysis of primary data and presenting findings (P, T) 
•  Encourage lifelong learning and improvement through reflective learning skills (C, P, T) 

Learning outcomes should be categorised as: 

·        Subject knowledge and understanding (K)  

·        Cognitive Skills (C)  

·        Practical/ Professional Skills (P)  

·        Transferable Skills (T)

The key teaching and learning strategy is problem-based learning, supported by the provision of theoretical aspects on destination management and marketing and relevant examples from the industry. 

By using a specific destination as case study, the module provides students with knowledge in the field of applied tourism destination management and marketing. This encourages students to explore, critically evaluate and apply theoretical perspectives in a specific setting to understand the challenges and practicalities involved in managing and marketing tourism destinations. 

The teaching and learning methods include a combination of theoretical lectures and presentations designed to provide an essential framework of knowledge, supported by directed reading, in-class discussions (drawing on practical examples and case studies), to develop students’ critical thinking and analysis skills. The fieldtrip incorporates guest lecture sessions as well as primary research to offer students practical engagement in analysing a tourist destination from a marketing and managerial perspective.  

10/03/2010