- Demonstrate a critical understanding of marketing perspectives in relation to
tourism destinations (SID, SID, COI) - Critically comprehend the complexity and diversity of destination management
and marketing (SID, CID, COI) - Identify challenges for destinations, and suggest marketing solutions to deal with
these (SID, CID, IC, DP, COI)
- Demonstrate research and communication skills in preparation for future study
and employment (EID, SID, DP, COI)
Details
The assignment consists of an illustrated case study essay on a theme chosen by
yourself in conjunction with your tutor. Credit will be given for an original idea, a well-
researched topic using academic literature and fieldwork. You should take
photographs to illustrate and strengthen your argument. The occasional image from
a guidebook or an historical image is acceptable if it is part of the argument you are
making.
The illustrated case study essay should research a geographical location, that
illustrates the themes you are exploring, and you should analyse them using academic
literature and visits to the area, where you will take photographs to illustrate the
points you are making. The location chosen should be a tourist spot: it can be a less
obvious one, but it does need to have some form of attractions or sites that would
attract some tourism.
Overview:
For a suitable destination, propose a branding strategy with the explicit aim of
attracting tourists. This involves identifying a relevant town/ city/ region/ country that
is in need of a stronger brand (e.g., to increase the influx of tourists), and taking the
identity and heritage of that specific place into account while designing the
(re)branding strategy.
Main components:
Select an area (an area with a strong identity – or a weak one? – both options pose
opportunities and challenges). Describe the area – what sort of destination is it (e.g.
culturally, financially, physically)? Why is it in need of a new branding strategy? Consider the aims and objectives of the branding strategy carefully – what is it that
you want to achieve? What is/are the mission/vision statement(s) for the destination?
Do not forget to consider the needs and wants of key stakeholders. Promotional tools – Where and how will the message be distributed? Be careful to
propose an integrated communications strategy that gives a clear idea of what the
destination is about. Please also consider who makes up the target audience(s) – and
keep everything in line with your objectives.
The coursework should be written as an essay with the sources cited using the
Harvard referencing system. You should provide a bibliography listing all the sources
cited (these would include books, articles, websites, local guidebooks, newspaper
articles, perhaps even interviews with local people to get information). You should
number the photographs, give each a title and make sure you refer to them in the
essay. Please note that you should discuss your ideas for the case study with your tutor
instructions Structure
This assignment must be presented in essay format. You must include a title page, an
abstract and a reference