DESTINATION DEVELOPMENT, IMAGE AND MARKETING

SHE Level 3
SCQF Credit Points 20.00
ECTS Credit Points 10.00
Module Code M3N822532
Module Leader Claire Bereziat
School Glasgow School for Business and Society
Subject Tourism, Events and Sport
Trimester
  • B (January start)

Summary of Content

Through the central concept of destination image, which is posited as key to attracting tourism markets, the module will examine the concept of strategic sustainable destination development from a management and marketing perspective set within the competitive global-local nexus. The contribution and importance to the destination product mix, place and image making of tangible destination primary and secondary elements as well as intangible elements such as culture and communities will be analysed. The module will also examine the role of public and private stakeholders and their involvement and collaboration in policy, planning and development of the destination's infrastructure as well as image formation and development. Destinations at various stages of development will be explored at local and international levels as well as in developed and developing countries. Destination image as a marketing concept will be developed in depth, considering the changes in visitor behaviour and consumption of the tourism product and the strategies and their implementation elaborated to meet visitor needs and expectations, or to design strategies to attract new more desirable visitor markets. This will also include monitoring and evaluation of strategies, social media and new technology as communication channels and issues such as crisis planning and management, adaptation and contingency. Destination image will not only be considered from destination image makers' perspectives but will also consider the impact of other cultural activities such as books, films, television, sports, fashion and events towards the development of people's perceptions and images of destinations and subsequent impact on destination development. The principle of sustainable destination will guide all learning and activities within the module which will be achieved through the analysis of a wide range of case studies from across the world. PRME This module seeks to explore the notion of destination image as a key component of competitive destinations. To understand image, it is essential to consider and understand the concepts of sustainable destination and competitive destinations also. This includes considering concepts such as economic, socio-cultural and environmental impacts of tourism developments, culture, identity and access as well as responsible planning and development.

Syllabus

Destination image, identity and place making Destinations tangible and intangible make up Competitive destination Destination development and impacts including concepts of sustainable and responsible development, limits of acceptable change and ethics Tourism destination policy, planning and development concepts and processes The role of public and private sector organisations at international, regional, national and local levels involved in destination development, planning and marketing 'Community' and community engagement in destination planning and development Destination image, branding, perceptions and marketing Destination crisis management Global case studies of destination policy, planning and development and marketing in developed and less developed countries The experience economy: delivering memorable and quality experiences Managing the visitor journey and experience from destination search and ingress to egress and memories Visitor behaviour and segmentation: tailoring experiences to target markets

Learning Outcomes

On successful completion of this module, the student should be able to:1. Analyse and evaluate the role stakeholders involved in tourism policy, planning, development and marketing, including key agencies, destination marketing organisations, public sector, private sector and local community.2. Examine and critically appraise destination marketing strategy formulation, including image making, market segmentation and communications strategy.3. Appraise a destination's tangible product and infrastructure leading to recommendations on objectives, implementation and tactics to develop a destination's competitiveness and sustainability.4. Evaluate strategic approaches to tourism destination policy, planning and development and assess such approaches from a sustainable management perspective.5. Create and develop a tourism product including marketing strategy and communication channels following a real life industry brief, thereby requiring understanding of industry partner context and resources available.

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 development and image formulation and implementation. Lecture materials will be drawn from both academic and industry publications and supplemented and underpinned by directed reading. Guest speakers will also be invited to contribute their experience where relevant. The first essay assignment will encourage students to explore and think about theory in greater depth. The second assessment will offer students the opportunity to work on a 'real problem' and enable them to put theory into practice in a real life setting and develop research, product design, team-work, presentation, as well as reflect on their personal learning journey and transferable skills gained during the project. GSBS will continue to use the advancement of GCU Learn as a blended learning tool through its teaching and learning as well as through engagement with students. GSBS will ensure that all modules are GCU Learn 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 3 working weeks of submission.

Indicative Reading

-567 Books: Agarwal S and Shaw G (2007) Managing Coastal Tourism Resorts: A Global Perspective . Channel View Publications Anholt, S (2010) Places: Identity, Image and Reputation . Palgrave Macmillan. Avraham E and Ketter E (2008) Media Strategies for Marketing Places in Crisis: Improving the image of cities, countries and tourist destinations . Butterworth-Heinemann. Baggio R and Klobas J (2011) Quantitative Methods in Tourism: A Handbook. Channel View Publications Ltd Beeton Sue (2005) Film-induced Tourism . Channel View Publications Ltd Beirman, D (2003 ) Restoring Tourism Destinations in Crisis: A Strategic Marketing Approach , CABI, Oxford Bower, D. And Clarke, J. (2009) Comtemporary Tourist Behaviour: yourself and others as tourist. Oxford. CABI Breward C and Gilbert S (2006) Fashion's World Cities . Berg. Brown, B. (2007) Working the problems of tourism . Annals of Tourism 34 pp 364-383 Couldry N (2012) Media, Society, World: Social Theory and Digital Media Practice . Polity Press Dann, G (1997) The Language of Tourism . London, CAB David Picard D Di Giovine MA (2014) Tourism and the Power of Otherness: Seductions of Difference. Channel View Publications Dinnie, Keith (2011) City Branding: Theory and cases . Palgrave Macmillan Duister S (2011) Fashion Tourism Amsterdam, a rising fashion city?: A research analysis on how to promote fashion in the current city marketing strategy of Amsterdam . LAP LAMBERT Academic Publishing . Fyall, A and Garrod, B (2004 ) Tourism Marketing: A Collaborative Approach , Channel View Publications, Go FM and Govers R (2009 ) Place Branding: Glocal, Virtual and Physical Identities, Constructed, Imagined and Experienced . Palgrave Macmillan Go FM and Govers R (2012) International Place Branding Yearbook 2012: Managing Smart Growth and Sustainability. Palgrave Macmillan Graham, A. (2008) Aviation and Tourism: implications for leisure travel . Ashgate. Gunn, C. [1997] Vacationscape: developing tourist areas . 3rd ed. Taylor & Francis Hall, CM, Gossling, S (2013), Sustainable Culinary Systems. Local foods, innovation, tourism and hospitality , Routledge. Harrison, D. (2001) Tourism and the Less Developed World: Issues and Case Studies . Oxford: CABI. Honey M (2008) Ecotourism and Sustainable Development : Who Owns Paradise? 2 nd edition, Island Press Hudson, Simon (2008) Tourism and Hospitality Marketing: a global perspective. Sage publications ltd. Jafari J, Wilson J, Clave9 Rovira SA (2013) Geographies of Tourism: European Research Perspectives (Tourism Social Science Series): 19. Emerald Group Publishing Limited. Kittler, Pamela Goyan (2008) Food and culture . Thomson Wadsworth. Kolb, B. M. (2006 ) Tourism Marketing for cities and towns: Using branding and events to attract tourism. Elsevier/Butterworth-Heinemann Kotler, Philip (2010) Marketing for hospitality and tourism , 5th ed. Pearson Education Kozak M and Baloglu S (2010) Managing and Marketing Tourist Destinations: Strategies to Gain a Competitive Edge. Taylor and Francis. Lashley C and Morrison A (2001) In Search of Hospitality: Theoretical Perspectives and Debates (Hospitality, Leisure and Tourism). Butterworth-Heinemann. Leotta A (2013) Touring the Screen: Tourism and New Zealand Film Geographies . University of Chicago Press. Leslie, D. (2009). Tourism enterprises and sustainable development: International perspectives on responses to the sustainability agenda. London: Routledge. Long, Lucy M (2044) Culinary tourism . University Press of Kentucky. Mallory M (2013) The Power of Publicity for Hospitality and Tourism Marketing: Using PR to Generate Buzz and Recognition in Print and on Radio & TV! CreateSpace Independent Publishing Platform Mason, P. (2008) Tourism impacts, planning and management . Elsevier. McCool, S. F. (2008) Tourism, recreation, and sustainability: linking culture and the environment. CABI Publish. Middleton V (2009) Marketing in travel and tourism, 4th ed, Butterworth Heineman Miles S (2010) Spaces for consumption. SAGE Publications Ltd Morgan M, Lugosi P and J.R.B (2010) The Tourism and Leisure Experience: Consumer and Managerial Perspectives. Channel View Publications Ltd Morgan, N (2011) Destination brands: managing place reputation . Butterworth-Heinemann, Morrison AM (2013) Marketing and Managing Tourism Destinations , Routledge Mowforth, M (2007) Tourism and Responsibility: Perspectives from Latin America and the Caribbean. Routledge. Mowforth, M. (2009) Tourism and sustainability : development, globalisation and new tourism in thethird world. Routledge. Page, S. (2007 ) Tourism Management; Managing for Change . 2nd ed. Oxford: Butterworth Heinemann. -567 Pearce P.L (2011) Tourist Behaviour and the Contemporary World . Channel View Publications Phillimore J and Goodson L (2004) Qualitative Research in Tourism: Ontologies, Epistemologies and Methodologies . Routledge Pike, S (2004) Destination Marketing Organisations , Butterworth Heinemann, Oxford Pike, S (2008) Destination Marketing: An Integrated Marketing Communications Approach , Butterworth Heinemann, Oxford Ritchie, J.R. Brent and Crouch, I (2005) The competitive destination: a sustainable tourism perspective . CABI Pub. -567 Ritzer, G. (2007). The Globalization of Nothing 2. Thousand Oaks, CA: Pine Forge Press. Roesch Stefan (2009) The Experiences of Film Location Tourists. Channel View Publications Ltd. Sellgren Erik (2011) Film-induced tourism: The effect films have on destination image formation, motivation and travel behaviour . LAP LAMBERT Academic Publishing Selwyn, T. (ed) [1996] The Tourist Image: myth and myth making in tourism . Wiley, Chichester. London Shepherd C (2011) Fashion Tourism. Discovery Publishing Pvt.Ltd. Swarbrooke J and Horner S (2007). Consumer behaviour in tourism (2nd ed). Oxford: Butterworth Heinemann Tribe J (2009) Philosophical Issues in Tourism , Channel View Publications. Tribe J (2010) Strategy for Tourism . Goodfellow Publishers Limited. Tzanelli R (2010) The Cinematic Tourist: Explorations in Globalization, Culture and Resistance . Routledge -567 Journals Annals of Tourism Research Applied Geography British Food Journal Cities Current Issues in Tourism Futures International Journal of Tourism Research Journal of Destination Marketing & Management Journal of Rural Studies Journal of Sustainable Tourism

Transferrable Skills

By the end of this module students will have gained competence in the following key areas: -360 - 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
Lectures (FT) 12.00
Independent Learning (FT) 114.00
Assessment (FT) 50.00
Seminars (FT) 24.00

Assessment Methods

Component Duration Weighting Threshold Description
Course Work 02 n/a 60.00 35% Group Presentation
Course Work 01 n/a 40.00 35% Portfolio of 5 weekly tests