SHE Level 5
SCQF Credit Points 20.00
ECTS Credit Points 10.00
Module Code MMN223837
Module Leader Claire Bereziat
School Glasgow School for Business and Society
Subject Tourism and Events
  • B (January start)
  • A (September start)

Pre-Requisite Knowledge


Summary of Content

This module examines the concept of strategic sustainable destination development from a management and marketing perspective. Destinations at various stages of the tourism destination life cycle will be explored at local and international levels as well as in developed and developing countries. The role of public and private stakeholders and their involvement and collaboration in policy, planning and development of the destination's infrastructure and image will be explored and analysed, embedding the principles of sustainability and ethics within the analytical framework. Study of visitors and their behaviour, expectations, consumption patterns set within a global context will underpin understanding of visitor segmentation and identification of target markets. Destination marketing concepts, strategies, implementation, monitoring and evaluation will be explored in a case study approach, including contemporary practices such as the role of film, television and events in perception and image making. Social media and new technology as communication channels and issues such as crisis planning and management, adaptation and contingency will be explored. Learning outcomes will be applied to deliver a creative marketing product and marketing strategy, working with industry partners, including consideration of consumer behaviour, target markets and channels to market.


-360b7 Tourism destination policy, planning and development concepts and processes b7 Social, economic, and environmental impacts of travel and transport growth in the developed and developing world, international and national tourism strategies b7 The role of public sector organisations at international, regional, national and local levels involved in destination development, planning and marketing b7 Involvement of the private sector and attracting private investment to develop destinations b7 'Community' and community engagement in destination planning and development b7 Destination development and impacts including concepts of sustainable and responsible development, limits of acceptable change and ethics b7 Managing "popular" destination locations: development and promotion b7 Destination identity and place making b7 Destination image, branding, perceptions and marketing b7 Destination crisis management b7 Global case studies of destination policy, planning and development and marketing in developed and less developed countries b7 The experience economy: delivering memorable and quality experiences b7 Managing the visitor journey and experience from destination search and ingress to egress and memories b7 Visitor behaviour and segmentation: tailoring experiences to target markets

Learning Outcomes

On successful completion of this module, the student should be able to: 1. Identify and critically appraise the role and extent of stakeholders involved in tourism policy, planning, development and performance, including key agencies, destination marketing organisations, public sector, private sector and local community.2. Examine and critically appraise destination marketing strategy formulation, including market segmentation and communications strategy.3. Appraise a destination's tangible product and infrastructure to conduct a needs and gap analysis set against future demand and target markets.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. 6.Identify implications of contemporary trends in and responses to tourism destination marketing planning and development in an international competitive context.

Teaching / Learning Strategy

The module will be delivered in 36 lectures and seminars. In addition, 8 hours of tutor-led activities will be delivered using applied learning strategies. Lectures will provide insight into leading-edge thinking and research relating to the underlying theoretical concepts and principles of developing and managing tourism destinations' tangible and intangible aspects along with insights from practice. This will be supplemented and underpinned by directed reading; e-learning and web-based resources and activities related to each topic area to allow a deepening of student learning. Lecturing materials will draw from both academic and trade texts, with seminars utilised to explore the application of theory into practice using a case study approach that stimulates debate and discussion. Guest speakers from a range of backgrounds (from private to public sector tourism-related organisations) will be utilised to offer their experience and perspective. The assessment structure will provide students an opportunity to articulate and share knowledge and understanding of the generic principles of destination management and marketing through critical review of research and evaluation of practice in a variety of destinations (essay). The creative project will also enable students to develop research, product design, team-work, presentation and report writing skills in a real life setting. 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.

Indicative Reading

Due to the integrative nature of the module, there is no core text for this module. Essential reading gives a selection of core texts in both the areas of destination management and destination marketing. Reading will be recommended by lecturers from the key texts listed below, as well as from journal articles and websites. Students are also expected to undertake their own literature search relating to their assessments. Anholt, S (2010) Places: Identity, Image and Reputation. Palgrave Macmillan. Dinnie, Keith (2011) City Branding: Theory and cases. Palgrave Macmillan Go FM and Govers R (2012) International Place Branding Yearbook 2012: Managing Smart Growth and Sustainability. Palgrave Macmillan Go FM and Govers R (2009) Place Branding: Glocal, Virtual and Physical Identities, Constructed, Imagined and Experienced. Palgrave Macmillan Graham, A. (2008) Aviation and Tourism: implications for leisure travel. Ashgate. Harrison, D. (2001) Tourism and the Less Developed World: Issues and Case Studies. Oxford: CABI. Hudson, Simon (2008) Tourism and Hospitality Marketing: a global perspective. Sage publications ltd. 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. Honey M (2008) Ecotourism and Sustainable Development: Who Owns Paradise? 2 nd edition, Island Press Leslie, D. (2009). Tourism enterprises and sustainable development: International perspectives on responses to the sustainability agenda. London: Routledge. 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 Morrison AM (2013) Marketing and Managing Tourism Destinations, Routledge Mowforth, M. (2009) Tourism and sustainability : development, globalisation and new tourism in thethird world. Routledge. Mowforth, M (2007) Tourism and Responsibility: Perspectives from Latin America and the Caribbean. Routledge. Morgan, N (2011) Destination brands: managing place reputation. Butterworth-Heinemann, Page, S. (2007) Tourism Management; Managing for Change. 2nd ed. Oxford: Butterworth Heinemann. Pike, S (2008) Destination Marketing: An Integrated Marketing Communications Approach, Butterworth Heinemann, Oxford Pike, S (2004) Destination Marketing Organisations, Butterworth Heinemann, Oxford Ritchie, J.R.B. (2005) The competitive destination: a sustainable tourism perspective. CABI Pub. Swarbrooke J and Horner S (2007). Consumer behaviour in tourism (2nd ed). Oxford: Butterworth Heinemann Tribe J (2010) Strategy for Tourism. Goodfellow Publishers Limited. Academic Journals: Annals of Tourism Research Cities Current Issues in Tourism International Journal of Tourism Research Journal of Destination Marketing & Management Journal of Sustainable Tourism Journal of Vacation Marketing Journal of Travel and Tourism Marketing Journal of Travel Research Tourism Geographies Tourism Management Some potentially useful websites: Destination Marketing Association International: <> European Commission: <> Green Globe: <> The International Ecotourism Society: <> International Passenger Survey (IPS): <> National Tourism Organisations' business facing website (examples): <> ; <> ; <> The Sustainable Tourism Gateway: <> Tourism Concern: <> Tourism Insights: <> The Tourism Society: <> The Travel Foundation: <> United Nations World Tourism Organization: United Nations Environment Programme (Tourism page): <> World Travel & Tourism Council: <>

Transferrable Skills

Key transferable skills: -360b7 Critical thinking, analytical, strategic thinking and reflection skills b7 Effective problem solving, creativity and decision making skills b7 Communication and interpersonal skills including presentation and oral and listening skills b7 Group working encompassing time management, allocating work, prioritising and delegating, planning and conducting a business meeting, sensitivity to the behaviour of others b7 Writing skills adapted to varied audiences (business report/essay) b7 Planning, monitoring and evaluating own learning and development b7 Effective self-management b7 Research and IT skills

Module Structure

Activity Total Hours
Seminars (FT) 24.00
Practicals (PT) 8.00
Lectures (FT) 12.00
Assessment (PT) 60.00
Independent Learning (FT) 96.00
Lectures (PT) 12.00
Practicals (FT) 8.00
Independent Learning (PT) 96.00
Assessment (FT) 60.00
Seminars (PT) 24.00

Assessment Methods

Component Duration Weighting Threshold Description
Coursework 2 n/a 50.00 45% Group Presentation to Client Panel.
Coursework 1 n/a 50.00 45% Essay 1000 words