Destination Marketing and Management
In a crowded market for tourism, destination marketing is crucial to places seeking to develop, retain or regain consumer interest and expenditure, while management is needed to ensure the integrity of the destination is maintained. In this module, you will explore how marketing and management concepts and practices are used to create, promote and manage tourism demand and activity. The module provides the opportunity to explore a range of contemporary tourism issues, including: how does a destination recover after a natural disaster or terrorist attack? How can film and TV programmes be used to increase tourism numbers? Is Trip Advisor really important? How are countries re-imaged? You do not have to have studied tourism or marketing before to join this module.
Full module specification
|Module title:||Destination Marketing and Management|
|Duration of module:||
Duration (weeks) - term 2: |
This module aims to integrate understanding and knowledge of the application and integration of tourism, marketing and management principles. The module will develop skills in problem-solving and creativity in formulating approaches to balancing the often conflicting roles of marketing places and managing the effects of tourism activity in time. Through the module, you will develop an understanding of competitiveness in tourism and the processes adopted to stimulate innovation, creativity and responsiveness in destinations. The module focuses on understanding the dynamics, complexities and conflicts in marketing and managing tourism places. As such, the emphasis of teaching is on applied destination marketing and associated management responses to tourism development, activity, patterns and behaviour. Theoretical constructs and ideas will be critiqued through a broad range of contrasting case study destinations from across the world, including developed and developing countries.
ILO: Module-specific skills
- 1. demonstrate in oral and written work a clear and holistic understanding of the interaction of marketing and management approaches in tourism destination management
- 2. articulate and critique the role and importance of marketing and management in addressing the opportunities and challenges for tourism places, spaces and organisations in written work
- 3. critically appraise the notion of the tourism destination in written contexts
ILO: Discipline-specific skills
- 4. 4. apply and adapt knowledge of management and marketing principles and techniques to formulating a strategic approach to tourism destination development in written work
ILO: Personal and key skills
- 5. communicate complex ideas and arguments through written work
- 6. work independently to solve applied destination marketing and management dilemmas in visual and written contexts
- 7. demonstrate an understanding of the use of quantitative and qualitative research data
Learning activities and teaching methods (given in hours of study time)
|Scheduled Learning and Teaching Activities||Guided independent study||Placement / study abroad|
Details of learning activities and teaching methods
|Category||Hours of study time||Description|
|Guided Independent Study||126||Private Study|
|Form of assessment||Size of the assessment (eg length / duration)||ILOs assessed||Feedback method|
|MCQ test on ELE||30 questions||ILOs 1-4, 8||Instand answer feedback|
Summative assessment (% of credit)
|Coursework||Written exams||Practical exams|
Details of summative assessment
|Form of assessment||% of credit||Size of the assessment (eg length / duration)||ILOs assessed||Feedback method|
|Individual Report||50||2,250 words||1-8||Written feedback|
|Exam||50||2 hours||1-3, 5-6||Written feedback|
Details of re-assessment (where required by referral or deferral)
|Original form of assessment||Form of re-assessment||ILOs re-assessed||Timescale for re-assessment|
|Individual Report||Same as original||1-8||Late July deadline|
|Exam||Same as original||1-3, 5-6||August/ September re-assessment period|
Two assessments are required for this module.
Where you have been referred/ deferred for the Report, you will submit a further piece of written work. This will constitute 50% of the module.
Where you have been referred/deferred for the Exam, you will take a further exam in the August/September re-assessment period. This will constitute 50% of the module.
- Understanding the destination: types, assets, appeal, the visitor experience and the sustainability of, and interconnections between, these components.
- Managing demand and supply perspectives: tourist decision-making processes; infrastructure planning and destination capabilities, capacities and aspirations (e.g. transport, accommodation, major events and attraction development). Managing mature destinations through a process of transformation.
- Identification of the components of a successful destination proposition, niche marketing, place imagery and place marketing strategies, using a range of case studies.
- Managing the impact of tourism on destinations: social, environmental and economic issues and the role of sustainable tourism management and marketing
- Tools to improve destination competitiveness: benchmarking, innovation, partnerships and co-operation, value chain analysis and new product development.
- Issues in social media marketing: making effective use of existing and emerging technologies, and adapting to consumer-led and co- production processes.
- Destination marketing through exogenous influences using the example of film tourism, encompassing the management of media campaigns and evaluating the effectiveness of linked strategies.
- Managing and marketing the safe destination: the effect of crisis on the tourism destination, with case studies from developed and developing worlds focusing on recovery and business continuity.
Indicative learning resources - Basic reading
Avraham, E. and Ketter, E. (2008) Media Strategies for Marketing Places in Crisis, Butterworth-Heinemann: Oxford.
Fyall, A., Kozak, M. and Andreu, L. (eds.) (2009) Marketing Innovation for Sustainable Destinations, Goodfellow: Oxford.
Kozak, M. and Baloglu, S. (2011) Managing and Marketing Tourism Destinations: Strategies to Gain a Competitive Edge, Taylor and Francis: Oxford.
Morgan, N., Pritchard, A. and Pride, R. (eds.) (2011) Destination Brands: Managing Place Reputation, 3rd edition, Oxford: Butterworth-Heinemann.
Pike, S. (2008) Destination Marketing: An Integrated Marketing Communications Approach, Oxford: Butterworth-Heinemann.
Ritchie, J. B. R. and Crouch, G. (2003) The Competitive Destination: A Sustainable Tourism Perspective, Wallingford: CABI Publishing.
Wang, Y. and Pizam, A. (2011) Destination Marketing and Management: Theories and Applications, CABI.
Module has an active ELE page?
Last revision date