module specification

‘Tourism Destination Management’ guides students through principles of tourism destinations management, opening prospective career pathway into planning and developing tourism destination’s portfolio. Realistic understanding of obstacles facing destinations that seek to establish or improve destination product and image will be explored critically with reference to current issues and case studies from range of destination types: urban and rural, led by events, culture, business or niche tourism products. During the course of the module, students apply principles to practice through ‘live’ examples, advising a particular British destination on improving its competitive advantage.

As core module for Tourism and Events pathway, it aims to utilise links with Tourism Management Institute and develop graduates able to meet industry needs and pursue career in this, mostly public, sector of tourism industry.

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During the first part of the module, students will be familiarised to the concept of managing destination and will recognise how it differs from managing tourism enterprises. The role of destination management organisations and other stakeholders, including public and private bodies will be the introduced. Destination’s image, existing tourism product and competitive position will be researched. LO1

The following stage will examine differences in managing destinations with different core tourism product (incl. urban, adventure, culture, business, events, niche tourism products). LO2

Finally, destination’s business environment will be analysed in order to identify strategic development options. LO3

A third of the module is delivered via class contact, in the form of lectures, seminars, assignment tutorials and formative feedback sessions. Lecture slides are available online (Weblearn) prior to class and in audio-video format after as lecture recording. Lectures use wide range of communication means, including videos, graphics, maps, hyperlinks and social media. Supporting readings (when possible due to copyright) are available in written and audio form.

Syllabus aims to engage diversity of student cohort in discussion and via personalised assignment, where students have a freedom to choose case study of interest. Syllabus is built on the principle of feed-forward, where contents allow for systematic progress on assignment components and implementation of changes as a result of feedback.

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

1. Critically evaluate destination’s tourism potential and interpret external business environment relevant to destination’s development
2. To appreciate challenges and opportunities in destination management stemming from core tourism product offering.
3. Identify the key strategic options available to tourism destination and recommend the actions to be taken in the light of the internal and external environment analysis

Core Text:
Morrison, A.M. (2018) Marketing and Managing Tourism Destinations, 2nd ed, Routledge, Oxon.

Other Texts:
Kozak, M., Baloglu, S. (2011) Managing and Marketing Tourist Destinations: Strategies to Gain a Competitive Edge, Routledge. London.
World Tourism Organization (2014) Handbook on E-marketing for Tourism Destinations, UNWTO: Madrid.

Journals:
Tourism Management, Annals of Tourism Research, Journal of Travel and Tourism Marketing, Journal of Vacation Marketing and Place Branding.

Websites:
Visit Britain corporate (https://www.visitbritain.org/)