NZQA registered unit standard
Title
Market a visitor facility
Level
5
5557 version 5
Page 1 of 4
Credits
Purpose
8
This unit standard is for people who wish to market a visitor
attraction, service or venture in New Zealand or overseas.
People credited with this unit standard are, for a visitor facility,
able to: research market needs and opportunities; and
formulate, implement and evaluate a marketing plan.
Classification
Tourism > Visitor Services
Available grade
Achieved
Explanatory notes
Definitions
Attraction means a discrete destination, comprising natural or man-made features, which
draws visitors or tourists to it.
Enterprise practice refers to the expected performance required at the location in which
credit for this standard is sought. Such performance may be specified in: enterprise
procedures; industry guidelines and codes.
Enterprise procedures; industry guidelines and codes refer to documented procedures,
specific to the enterprise, which set out the standard for the business practice and
activities of that enterprise.
Facility means visitor attraction, service or venture both in New Zealand and overseas.
A service means any facility eg food, accommodation, transport, entertainment, the
provision of which will help visitors to optimise the use of New Zealand as a destination.
A venture means any enterprise or proposal, other than a conference, convention or event
(or series of events), which depends for success on attracting sufficient patronage by
visitors.
Outcomes and evidence requirements
Outcome 1
Research market needs and opportunities for a visitor facility.
Evidence requirements
1.1
Visitor use of facility is analysed in terms of market needs, opportunities,
threats, strengths, and weaknesses.
Range
ServiceIQ
SSB Code 9068
surveys, approval ratings, new or changed services or attractions.
 New Zealand Qualifications Authority 2016
NZQA registered unit standard
1.2
Existing markets are surveyed in terms of increased opportunities for marketing
facility.
Range
1.3
surveys, new or changed services or attractions.
New markets are surveyed in terms of viable opportunities for marketing facility.
Range
1.4
5557 version 5
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surveys, languages, travel, products, currency, seasonality,
competition, reach.
Market segments are identified in terms of opportunities for marketing facility.
Range
demographic, geographic, psychographic, socio-cultural.
Outcome 2
Formulate marketing plan for the visitor facility.
Evidence requirements
2.1
Target markets and segments are identified in order of priority.
Range
2.2
Targeted markets and segments are matched to facility capabilities and
estimated market demand.
Range
2.3
features, cost, competition, packages, languages.
Developed marketing mix meets facility requirements and needs of segment or
market.
Range
2.5
budget, numbers, resources.
Facility is positioned in terms of appeal to segments and markets.
Range
2.4
times, costs, options, success criteria.
corporate and marketing objectives, cost, language, print, video,
audio, positioning strategy.
Marketplace arrangements are effective in terms of facility requirements and
contact with segment or market.
Range
ServiceIQ
SSB Code 9068
agencies, advertising, promotion, cost.
 New Zealand Qualifications Authority 2016
NZQA registered unit standard
5557 version 5
Page 3 of 4
Outcome 3
Implement marketing plan for the visitor facility.
Evidence requirements
3.1
Contact with targeted segments or markets meets specifications in marketing
plan.
Range
objectives, priorities, targets, marketing materials, budget.
3.2
Marketplace arrangements are monitored and modified to meet facility
requirements and marketing plan.
3.3
Costs are as specified in marketing plan.
Outcome 4
Evaluate marketing plan for the visitor facility.
Evidence requirements
4.1
Market information is assembled and covers all aspects of facility marketing,
operations, and patronage.
Range
4.2
Comparison between planned and actual outcomes is made and any areas
where change should be considered are identified.
Range
4.3
surveys, targets, trends, changes, competition, outside factors.
priorities, products, marketing, strategies, response.
Actions and procedures connected with marketing the facility are confirmed or
modified as required by enterprise practice.
Range
Planned review date
ServiceIQ
SSB Code 9068
research, planning, implementation, future performance,
efficiency, return.
31 December 2015
 New Zealand Qualifications Authority 2016
NZQA registered unit standard
5557 version 5
Page 4 of 4
Status information and last date for assessment for superseded versions
Process
Version Date
Last Date for Assessment
Registration
1
13 December 1995
N/A
Revision
2
10 April 1997
N/A
Revision
3
3 February 1998
N/A
Revision
4
20 April 2001
N/A
Review
5
19 November 2010
N/A
Accreditation and Moderation Action Plan (AMAP) reference
0078
This AMAP can be accessed at http://www.nzqa.govt.nz/framework/search/index.do.
Please note
Providers must be granted consent to assess against standards (accredited) by NZQA, or
an inter-institutional body with delegated authority for quality assurance, before they can
report credits from assessment against unit standards or deliver courses of study leading
to that assessment.
Industry Training Organisations must be granted consent to assess against standards by
NZQA before they can register credits from assessment against unit standards.
Providers and Industry Training Organisations, which have been granted consent and
which are assessing against unit standards must engage with the moderation system that
applies to those standards.
Consent requirements and an outline of the moderation system that applies to this
standard are outlined in the Accreditation and Moderation Action Plan (AMAP). The
AMAP also includes useful information about special requirements for organisations
wishing to develop education and training programmes, such as minimum qualifications for
tutors and assessors, and special resource requirements.
Comments on this unit standard
Please contact the ServiceIQ qualifications@serviceiq.org.nz if you wish to suggest
changes to the content of this unit standard.
ServiceIQ
SSB Code 9068
 New Zealand Qualifications Authority 2016