WELCOME
Tutorial 7 - Week 10
2204HSL Destination
2308HSL
SustainableManagement
Tourism
Revision From Last Tutorial
Students should know:
• The target market for your destination management
strategy (and be able to describe that market).
• The hero experiences for your destination and which
one is most appealing to your target market.
• The transformational experiences in your destination
and be able to identify operators and the
experience they offer.
• The unique destination proposition - what is unique
about your destination and the transformative
experiences that would appeal to your target
market?
2204HSL Destination
2308HSL
SustainableManagement
Tourism
Structure of Report
(This information can be found as a document in the Assessment Folder)
• The ONLY headings required for this assignment are: 1)
Introduction, 2) Transformative Experiences Defined, 3)
Experience Audit and Competitor Analysis and 4)
Marketing Strategy. Please DO NOT include subheading within these sections.
• Word limits exclude tables, figures and references.
• Undertaken the project from the standpoint of the
regional DMO for your selected destination.
2204HSL Destination
2308HSL
SustainableManagement
Tourism
Structure of Report
Introduction (to be completed as a group)
• In 100 words or less, name your destination, the key issue facing
your destination, the target market for the strategy and overview
the three sections of the strategy.
• An example: This is a destination management strategy for the
Gold Coast. The target market for this strategy is families with
young children that represent 46% of the overnight visitors to the
Gold Coast. This strategy seeks to address the provision of day
time whole of family based entertainment for this market. The
report will provide a strategy by firstly defining transformative
experiences are defined and offer an audit of experiences in the
destination. Secondly, key destination competitors are analysed.
Finally a marketing strategy to attract this market segment is
presented.
2204HSL Destination
2308HSL
SustainableManagement
Tourism
Transformative Experiences Defined - Student A
• An overview of the term transformative experience (as an
extension of the experience economy). Describe how this
approach can improve what tourists experience and thus
improve operator competitiveness.
• Case study - provide a more detailed case study of ONE
tourism offering (e.g., tour provider, visitor attraction) that
demonstrates how the provision of transformative
experiences occurs in your destination for your target
market and that addresses the issue you identified for your
destination.
• How can the DMO facilitate the creation of transformative
experiences in your destination?
• 1500 words
2204HSL Destination
2308HSL
SustainableManagement
Tourism
Guidance for Student A
•
•
Key References
•
Lean 2012 – Identifies 3 phases: Before During and After. Social
relationships continuing in all three phases are important.
•
Mermiri (2009) From the Art and Business Article the importance of
long duration and the progression from thinking to physical
engagement are key factors of transformative experience.
•
Volo (2009) Tourism providers can “shift from “customizing” to
“personalizing” the experience and allowing tourists to co-create
the context in which they develop the “essence of the
experience.” (Volo, 2009, P.121). Three the phases of experience
are ripe for tourist providers to anticipate (before), sort (during)
and reinterpret after) those experiences in a personalised way.
Week 8 Lecture – Exercise to determine extra dimensions of
transformative experience. PPT in the Assessment Folder
2204HSL Destination
2308HSL
SustainableManagement
Tourism
Audit and Competitor Analysis Student B
•
•
•
•
•
Conduct an audit of the existing transformative providers (and
the experiences) in the destination and report your findings.
Note - it will be almost impossible to audit all providers but
students should document the complete range of the types of
providers and the experiences.
Undertake a destination competitor analysis and report your
findings (comparing your destination with two other destinations
competing for the same target market as your destination. Note
- Use a table to assist in reporting the findings of this analysis, but
also provide some discussion in-text to summarise the findings in
the table.
Based on this analysis then answer the question - what is unique
about your destination in terms of offering particular
transformative experiences?
Make three recommendations to the DMO on how they could
improve transformative experiences in the destination.
1500 words
2204HSL Destination
2308HSL
SustainableManagement
Tourism
Competitor Footprint
Contrasting
aspects or
USP (unique
selling
proposition)
Competitor
#1
Your
Destination
Similarities
shared by
competitors
Competitor
#2
Similarities shared by
you and your
competitor
Similarities shared by all
2308HSL Destination Management
Marketing Strategy Student C
•
•
•
•
Identify existing tourism strategies and policies that relate to the
transformative destination management strategy that you are
developing for your destination. Note – these include any
document published by the DMO or government that guides
the provision of tourism experience. These include policies, plans
and guidelines. This is a research task for students
Identify and briefly describe a potential target market for the
marketing strategy. E.g. German tourists for transformative
experiences in Indigenous tourism.
Provide a destination marketing strategy (e.g., advertising, sales
promotion, public relations, personal selling) that focuses on one
potential target market for the transformative experience
(identify in Part 1) in the destination. Based on the work of
Student A and B as well as the above two dot points, how can
the transformative experience be marketed in a personalised
way.
1500 words
2204HSL Destination
2308HSL
SustainableManagement
Tourism
The Promotional Mix
Advertising
Public
Relations
Promotional
Mix
Sales
Promotion
2308HSL Destination Management
Personal
Selling
Assessment Criteria
5%
Analysis & Synthesis: Clear and precise introduction & conclusion
15% Key concepts and writing style. Concepts/theories & ideas have been identified &
explained in a logical and sequential way in the separate sections. Either1) Transformative Experiences Defined
2) Audit and Competitor Analysis
3) Marketing Strategy
5% Scholarly presentation of evidence of research - Depth and width of research in the
separate sections. Either1) Transformative Experiences Defined
2) Audit and Competitor Analysis
3) Marketing Strategy
5% Use of diagrams, charts and other illustrations in the separate sections.
Either1) Transformative Experiences Defined
2) Audit and Competitor Analysis
3) Marketing Strategy
5% Overall grammar and spelling and presentation in the report
5%
Engagement in group work
2204HSL Destination
2308HSL
SustainableManagement
Tourism
How To Write an Essay
• Unpack the question by identifying key words.
• Brainstorm ideas – write down anything that is relevant
(ideas, theories, etc.).
• Identify key points.
• Formulate a logical argument - develop an outline of your
answer to each question in dot points.
• Finalise your plan – structure your essay with an introduction,
body and conclusion.
2308HSL Destination Management
The Structure
Follow a similar structural logic to academic writing. It is all about ‘making sense’:
•
An Introduction should be included. This will introduce the audience to the
general topic, your argument or ‘main message’, and the key points of your
presentation.
•
The Body of your presentation includes your key points, arranged in a logical
order. Keep explanations and examples brief and relevant: Too much detail is
not useful in an assignment.
•
Finally, a Conclusion reminds the audience of your ‘main message’, and
restates your key points. It may also lead into some relevant discussion
questions about key ideas.
Griffith University. (2011). Oral Presentations: Planning
and Preparing. Available from course website at L@G.
2308HSL Destination Management
Structuring Your Paragraphs
•
Each paragraph should, like the essay itself, follow a particular format.
Paragraphs are where the hard work of supporting your argument with
justification and evidence takes place; each should include the
following:
•
Topic sentence: the first sentence should indicate to the reader what the
paragraph is about.
•
Discussion of research and evidence: after the topic sentence your
paragraph should summarise in your own words what your research tells you
about the topic, give some detail about the evidence or argument the
relevant authors use to support their position on the topic, and point out any
gaps, weaknesses or oversights you can detect in either their argument or
their research.
•
Link back to the overall argument: each paragraph you write should include
a sentence or two, which explains the connection between the topic under
discussion and your overall argument. In effect you are guiding the reader
through each point of your essay and reminding them, at every opportunity,
why they support your argument.
2308HSL Destination Management
Need More Time? New Due Date
Monday 20th of October at
5pm
(Week 12)
2308HSL Destination Management
Submission - Strategy Report
•
Strategy structure for students
An outline for the destination strategy is available in the assessment folder to support you for the
final report. Please make sure you follow and understand this document.
•
Clarification of presentation
Students only have to present in the tutorial in Week 12 using PowerPoint. Each student group
has a maximum of 3 minutes to present.
•
Strategy Report Assignment submission
Submit through Turnitin
One student from each group needs to upload a full copy of the completed report into Turnitin
For each part in the report (A-B-C) make sure next to the title you record student name and ID
The other two students in the group need to upload through Turnitin a cover page only (report
title; group members information – name; ID; part – one page) – you must do this so we can
mark a rubric for each group member.
The student who has loaded the completed report will need to share comments and feedback
with other team members once results are released.
Please note if you do not submit your report correctly you will receive a penalty.
•
You have three Turnitin options to load your report
•
•
•
•
•
•
•
•
Draft – to check your assignment
Final – all students must load their group report (once only) or cover page into this link
Late – if you are late you will not be able to use the ‘final’ submission point
2204HSL Destination
2308HSL
SustainableManagement
Tourism
Questions
Complete the Introduction
1.
Q and A Session
2.
Your Task: As a group write the introduction. The example is
posted here again.
Note: The objectives set out in the introduction will guide the whole
report.
Example: This is a destination management strategy for the Gold
Coast. The target market for this strategy is families with young
children that represent 46% of the overnight visitors to the Gold
Coast. This strategy seeks to address the provision of day time
whole of family based entertainment for this market. The report
will provide a strategy by firstly defining transformative
experiences are defined and offer an audit of experiences in
the destination. Secondly, key destination competitors are
analysed. Finally a marketing strategy to attract this market
segment is presented.
2204HSL Destination
2308HSL
SustainableManagement
Tourism
QUESTIONS???
Questions…
2204HSL Destination
2308HSL
SustainableManagement
Tourism