RE: IMAGING THE DESTINATION

SHE Level 3
SCQF Credit Points 20.00
ECTS Credit Points 10.00
Module Code M3N825543
Module Leader Claire Bereziat
School Glasgow School for Business and Society
Subject Tourism, Events and Sport
Trimester
  • B (January start)

Pre-Requisite Knowledge

None

Summary of Content

Destinations are in a continuous process of reinvention to retain competitive advantage on the world scene. Through the central concept of destination image, which is posited as key to attracting tourism markets, this module will examine the concept of strategic sustainable destination development from a management and marketing perspective within the competitive global-local nexus. The contribution and importance of tangible and intangible elements, stakeholders from private public and third sectors, community and media will be explored, as well as their effects on place making and image. In addition, students will consider the importance of vision, leadership, trust, power, collaboration and coopetition towards the success of destinations. Destinations at various stages of development will be explored at local and international levels as well as in developed and developing countries. Summary of how PRME-related issues / topics are covered in this module: The principle of sustainable destination will guide all learning and related activities within the module, which will be achieved through the analysis of a wide range of case studies from across the world.

Syllabus

Destination marketing strategy and the competitive destination Destination image, identity and place making Destination product Sustainable destination Destination stakeholders Collaboration, coopetition, trust and power Destination policy The Community Destination crisis management and marketing Global case studies of destination policy, planning and development and marketing in developed and less developed countries Visitor journey, visitor behaviour and segmentation

Learning Outcomes

On successful completion of this module, the student should be able to:1. Analyse and evaluate the role stakeholders involved in destination development and marketing;2. Appraise the importance and difficulties of relationships, trust, power;3. Examine and critically appraise destination marketing strategy;4. Appraise a destination's product and image.

Teaching / Learning Strategy

The module will be taught via a combination of lectures and seminars. Case study materials will be used in order to place theory into practice, allowing students to gain a greater understanding of the complexities of destination and image development and implementation. Lecture materials will be drawn from both academic and industry publications and supplemented and underpinned by directed readings. Guest speakers will also be invited to contribute their experience where relevant. Students will engage in field-based consulting throughout the semester, and will work on a 'real problem'. This active and experiential learning approach enables students to put theory into practice, hone their analytical and strategic skills and develop problem-solving skills. The process - from understanding of the brief to final client presentation - is a personal learning journey where many communication and management transferable skills are gained during this co-creative project. The first assessment is a client presentation where cooperative and interdisciplinary and co-creative group work enables students to bridge the gap between learning and employment. Continuous formative feedback is key to this learning strategy, and is delivered via a variety of mechanisms during the semester, including a mock presentation. The second assessment, true to active and experiential learning design, is a reflective exercise where students are asked to consider how the field-based consultancy exercise serves to develop their Common Good attributes. Students will present their reflections via a podcast. GSBS will continue to use the advancement of GCULearn as a blended learning tool through its teaching and learning as well as through engagement with students. GSBS will ensure that all modules are GCULearn enabled and with the support of the Learning Technologists at the cutting edge of development of online materials. Academic staff and the Learning Technologists will continue to work together to develop and operate all modules on GCULearn to ensure student support and information sharing. Students are provided with formative and summative feedback via a variety of mechanisms. Feedback on coursework is provided within three working weeks of submission. Internationalisation: The nature of the module is inherently international. Destinations across the globe compete for tourists and business. Examples and illustrations will draw on local, national and international examples.

Indicative Reading

Core Readings Fyall, A., Legohe9rel, P., Frochot, I. & Wang, Y. (2019) Marketing for Tourism and Hospitality: Collaboration, Technology and Experiences. London: Routledge. Go, F.M., Lemmetyinen, A. & Hakala, U. Eds (2014) Harnessing Place Branding Through Cultural Entrepreneurship. London: Palgrave Macmillan. Gursoy, D. & Chi, C.G. (2018) The Routledge Handbook of Destination Marketing. Abingdon: London: Routledge Karavatzis, M., Giovanardi, M. & Lichrou, M. Eds (2017) Inclusive Place Branding. London: Routledge. Kolb, B. M. (2017) Tourism Marketing for cities and towns: using social media and branding to attract tourists. Abingdon: Routledge Kozak, M. & Kozak, N. Eds (2018) Destination Marketing: An international perspective. London: Routledge. Tourism & Marketing Anholt, S (2010) Places: Identity, Image and Reputation. London: Palgrave Macmillan. Bellini, N., Clergeau, C. & Etcheverria, O. Eds (2018) Gastronomy and Local Development. London: Routledge. Brabazon, T. (2014). City Imaging: Regeneration, Renewal and Decay (GeoJournal Library, 108), New York: Springer. Dinnie, Keith (2011) City Branding: Theory and cases. London: Palgrave Macmillan Font, X. & McCabe, S. Eds (2018) Marketing for Sustainable Tourism. London: Routledge. Fry, R. (2017). Performing Nashville music tourism and country music's main street (Leisure studies in a global era). London: Palgrave Macmillan. Go, F.M. & Govers, R. (2009) Place Branding: Glocal, Virtual and Physical Identities, Constructed, Imagined and Experienced. London: Palgrave Macmillan Go, F.M. & Govers, R. (2012) International Place Branding Yearbook 2012: Managing Smart Growth and Sustainability. London: Palgrave Macmillan Halkier, H., Kozak, M. & Svensson, B. Eds (2017) Innovation and Tourism Destination Development. London: Routledge. Kotler, P. (2010) Marketing for Hospitality and Tourism (5th Ed). Oxford: Pearson Education. Kozak, M. & Baloglu, S. (2010) Managing and Marketing Tourist Destinations: Strategies to Gain a Competitive Edge. London: Routledge. Lean, G., Staiff, R. & Waterton, E. Eds (2014) Travel and Imagination. Abingdon: Routledge. Middleton, V. (2009) Marketing in Travel and Tourism, (4th Ed), Oxford: Butterworth Heineman. Morgan, N. (2011) Destination Brands: managing place reputation. Oxford: Butterworth-Heinemann. Morrison, A.M. (2010) Hospitality and Travel Marketing (4th Ed). Delmar Learning. Morrison, A.M. (2018) Marketing and Managing Tourism Destinations, 2 nd ed. London: Routledge. Page, S. (2007) Tourism Management;Managing for Change. (2nd Ed). Oxford: Butterworth Heinemann. Pike, S. (2004) Destination Marketing Organisations. Oxford: Butterworth Heinemann. Pike, S. (2008) Destination Marketing: An Integrated Marketing Communications Approach. Oxford: Butterworth Heinemann. Ritchie, J.R.B. (2005) The Competitive Destination: a sustainable tourism perspective. London: CABI Pub. Saarinen, J. & Gill, A. Eds (2018) Resilient Destinations and Tourism. London: Routledge. Saarinen, J., Rogerson, C.M. & Hall, C.M. Eds (2018) Tourism Planning and Development: Contemporary Cases and Emerging Issues. London: Routledge. Swarbrooke J & Horner S (2007) Consumer Behaviour in Tourism (2nd Ed). Oxford: Butterworth Heinemann Tribe J (2010) Strategy for Tourism. London: Goodfellow Publishers Limited. Tzanelli, R. (2018) Cinematic Tourist Mobilities and the Plight of Development. London: Routledge. Vanhovev N. (2018) The Economics of Tourism Destinations (3rd Ed) Abingdon: Routledge Journals Journal of Destination Marketing & Management Journal of Vacation Marketing Journal of Travel Research Tourism Management Annals of Tourism Research Journal of Travel and Tourism Marketing Cities Journal of Destination Marketing & Management Place Branding / Place Branding and Public Diplomacy Journal of Sustainable Tourism Online sources Destination Marketing Association International: www.destinationmarketing.org European Commission: http://ec.europa.eu/enterprise/sectors/tourism/index_en.htm Green Globe: http://greenglobe.com/ The International Ecotourism Society: www.ecotourism.org International Passenger Survey (IPS): www.ons.gov.uk/ons/guide-method/method-quality/specific/travel-and-transport-methodology/international-passenger-survey/index.html National Tourism Organisations' business facing website (example): www.visitscotland.org

Transferrable Skills

By the end of this module students will have gained competence in the following key areas: Self-Confidence Creativity & Innovation Independence Knowledge of International affairs/ cultural awareness Ability to reflect Regard for others Ethics/awareness Time Management Interpersonal Skills Presentation Skills Ability to work in Teams Leadership skills Commercial awareness Project management

Module Structure

Activity Total Hours
Seminars (FT) 24.00
Lectures (FT) 12.00
Assessment (FT) 50.00
Independent Learning (FT) 114.00

Assessment Methods

Component Duration Weighting Threshold Description
Course Work 01 n/a 70.00 35% Group presentationweek 11
Course Work 02 n/a 30.00 35% Individual reflective podcastweek 14