Destination Management (Trimester 2, 2018)

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ASSESSMENT GUIDELINES

This information sheet provides guidelines for both
assignment 1 and assignment 2 (Parts A & B).
In groups of three (3), students are required to conduct a situation analysis for a destination
and develop a destination management strategy to attract and manage a target tourist
market to their selected destination. Students must select one of the six destinations listed
below:
 Cairns, QLD
 Byron Bay, NSW
 Christchurch, NZ
 Beijing, CH
 Boracay, PH
 Bali, ID (focus on one holiday resort/destination on the island e.g. Kuta, Legian, Nusa
Dua, Ubud etc.)
The project should be undertaken from the standpoint of the regional Destination
Management Organisation (DMO). For example, Gold Coast Tourism, Hong Kong Tourism
Board, etc.
The Destination Management Project assessment items represent 60% of your overall
assessment and include two items:
 Assignment 1 – Destination Analysis: 20% due in Week 6, Thursday (23 Aug) at 3pm
 Assignment 2 – Destination Management Strategy (including Part A & Part B): 40% in
total, due in Weeks 10 & 11, Thursday (20 Sept & 27 Sep) at 3pm
The two assessment items are described in detail on the subsequent pages. Please also
refer to the Course site on L@G for further information.
General Tips and Advice for Both Assessment Items:
IMPORTANT! Use destination management theories and concepts to justify your points and
back-up your argument. Include academic journal papers and other sources to support your
argument.
You need to demonstrate your mastery of destination management theories and concepts
and be able to integrate your ideas with existing destination management ideas and
literature. Your ideas should be expressed in a clear, compelling and insightful manner.
Attention to written presentation errors, such as spelling and grammar, is important.
Grading: You will work as a group for Assignment 1 (Destination Analysis) and Part A of
Assignment 2, but group members will work individually for Part B of Assignment 2 (i.e.,
Digital Communication Plan and the Vodcast).

2

ASSIGNMENT 1: DESTINATION ANALYSIS

In order to develop a comprehensive and high standard destination management strategy,
your group first needs to complete extensive background research and analysis. This
research and analysis is to ensure that as much relevant information about the current (and
possibly past) operating environment is gathered and understood, so that an appropriate
destination management strategy can be developed. Accordingly, you are required to
conduct a comprehensive situation analysis of your selected destination.
In conducting this analysis, you will need to consult with industry resources (e.g., plans,
reports, etc.) as well as academic literature to identify trends and challenges in the current
operating environment.
Your task:
The task is to research and present a situation analysis for a destination of your choice and
present your analysis in a report. This analysis should:
 Present the socio-economic and stakeholder analysis of the destination (600 words)
 Profile the tourism markets that currently visit the destination (600 words)
 Identify tourism issues that the destination is facing (600 words)
Note: Word limits exclude tables, figures and references.
The three group members will work together to collect background information, exchange
ideas, and prepare the final report for their selected destination. The marking criteria for
assessment items are available on the course website.
Please do not include detailed description of the analysis tools in your assignment (e.g.,
PEST analysis, competitor analysis, visitor analysis, etc.), instead use these tools to provide
background for your strategy and the key issues facing your destination.
(Note that a destination situational analysis in reality is more extensive than this 3 point list,
but for the purpose of this assignment you are required to analyse only three elements).
Due date and submission: Assignments should be uploaded to the destination analysis
report submission point on L@G by Thursday 23 rd August, 2018 at 3pm. Only one student
from each group needs to upload the assignment.
Referencing: It is important that you reference appropriately. Please use APA referencing
style, therefore, cite the name, year and page number (if a direct quote) in-text and put the
full reference (including author/s, year, title, etc.) at the end of the report.
There should be at least 5 academic references and 5 industry references for this
assessment. Remember that a reference is a source that is actually cited in your report.

3
Destination Analysis Report Format
1. Introduction. Write 1-2 sentences to introduce the purpose of the report, the
destination management organisation’s name and insert a map of the destination
showing its geographic boundaries
2. A Socio-economic and Stakeholder Analysis
2.1 A social-economic Profile of the Destination
Describe demographics of residents and industry characteristics, e.g., population size,
number of female and male residents, number of young, middle and older aged residents,
average education and household income level; and the main industries in the destination.
2.1 Destination Stakeholders
Identify 4-6 key stakeholders in your chosen destination, briefly say what their stake is, and
illustrate their location and importance/influence on the stakeholder analysis matrix.
3 Tourism Markets
3.1 Product Experience Themes in the Destination
Identify 3-4 key experience themes of the destination and provide examples of actual
organisations delivering products under each theme.
3.2 Visitor Analysis of the Destination
Describe the visitor profile of the destination. Identify 3-4 key segments and describe their
relevant demographic, geographic, behavioural, and psychographic characteristics.
4 Tourism issues
4.1 A Description of Destination Issues
Use a PEST/SWOT or other method to identify a comprehensive list of issues. Present the
issues in a table format
4.2 An Analysis of Destination Issues
Further elaborate on four (4) key issues by saying why these issues are significant for the
destination
5 Conclusion. Write 1-2 sentences that make a critically informed judgement or
evaluative comment about the business situation of the destination
6 References

4

3018THS Destination Analysis Assessment Criteria (Weighting – 20%)

Student 1 ID: Name:
Student 2 ID: Name:
Student 3 ID: Name:

Excellent
(High Distinction)

Very Good
(Distinction)

Good
(Credit)

Satisfactory
(Pass)

Unsatisfactory
(Fail)

Content knowledge
10%

Demonstrates a
balanced and very
high level of detailed
knowledge of core
concepts by providing
a very high level of
analysis.

Demonstrates a
balanced and high
level of
knowledge of
core concepts by
providing a high
level of analysis.

Demonstrates a
good level of
knowledge of
some of the core
concepts by
providing some
level of analysis.

Demonstrates
limited knowledge of
core concepts by
providing a limited
level of analysis.

Demonstrates little, if
any, knowledge of the
core concepts with
extremely limited, if
any, analysis.

Sources/evidence
5%

Utilises current,
appropriate and
credible sources
which strongly
support the students'
argument throughout.

Utilises mostly
current,
appropriate and
credible sources
which mostly
support the
students'
argument
throughout.

Utilises some
current,
appropriate and
credible sources
which at times
support the
students'
argument
throughout.

Utilises few current,
appropriate and
credible sources
which provide
limited support to
the students'
argument
throughout.

Utilises little, if any,
current, appropriate
and credible sources
which provide little, if
any, support to the
students' argument
throughout.

Grammar and
spelling and
presentation
5%

No spelling and/or
grammatical mistakes
and extremely well
presented

Minor spelling
and/or
grammatical
mistakes and well
presented.

Some obvious
but
inconsequential
spelling and/or
grammatical
mistakes and
presented
adequately.

Numerous spelling
and/or grammatical
mistakes of
consequence
presented with some
errors in
presentation.

Contains numerous
spelling and/or
grammatical errors
that pose an
insurmountable
challenge for the
reader with many
errors in presentation.

Group Process – Fair contribution and completion of minimum requirement
The marking of this criterion is based on individual performance.

Student 1 No Marks deducted Marks Deducted
Student 2 No Marks deducted Marks Deducted
Student 3 No Marks deducted Marks Deducted

Comments
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________

5

ASSIGNMENT 2: DESTINATION MANAGEMENT STRATEGY
Based on the analysis of destination presented in Assignment 1, students will develop a
destination management strategy for the destination.
This strategy is worth 40% of the course and includes two parts: Part A (20%) and Part B
(20%).
Part A of the strategy is group based and includes two key elements:
1. Experience Audit and Competitor Analysis – Provide an overview of the concept
“experience economy” (including transformative experience), and describe how this
approach can improve tourist experience offering and thus improve operator
competitiveness. Conduct an audit of the existing experiences/settings/tourism
providers of the destination and identify providers that can potentially develop
exceptional experiences. Undertake a destination competitor analysis of tourist
experiences and present the summary of that analysis. (By the group, 1000 words)
2. Planning and Management Strategy – Identify existing tourism strategies and policies
that align with this destination management strategy of your destination. Provide a
destination management strategy that focuses on one potential market for proposed
experiences in the destination. (By the group, 1000 words)
Part A should include an introduction and conclusion in addition to the two key elements
described above.
Part A: Destination management report format:
1. Introduction
In 100 words or less, name your destination, the target market for the management strategy
and outline the key sections of the report. For 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 night-time entertainment for this
market. In doing so, key experiences in the destination and its key competitors are analysed
and a strategy to attract and manage this market is presented.
2. Experience Audit and Competitor Analysis
2.1 Overview of the experience economy concept
Write a description of the “experience economy” concept (including transformative
experience), and describe how this approach can improve tourist experience offering and
improve operator competitiveness.
2.2 Key target market
Identify a key target market for your destination (e.g., intra-state retired couples). Describe
this target market in relation to transformative experience (e.g., the type of experience they
would find meaningful given their motivations or needs). Support with references.

6

2.3 Audit of existing tourism providers and experiences
Provide an audit of the existing tourism providers and experiences in your destination, in
relation to the chosen target market. The audit includes a description of the tourism
experience and your evaluation on its level of transformation. A minimum of 4 providers and
their product experiences are required. The audit should be presented in a table to reduce
word count.
Table: Audit of business providers and experiences
Name of
provider

Service/Experience
description

Level of transformation (not
transformational, semi-
transformational, transformational

What makes it
transformative (or
not)

2.4 Undertake a destination competitor analysis
Identify two other destinations competing for the same target market as your destination.
The competitor footprint should be included (see Figure below).
Discuss the competitor footprint (similarities/differences between these destinations), and
highlight what is unique about your destination (i.e., unique selling proposition) in terms of
offering particular experiences.

Figure: Competitor Footprint
2.5 Recommendations to improve experiences
Make three recommendations on how to improve the provision of transformative experience
offerings in your destination.
Recommendations should be based on your audit and competitor analysis. For example, if
you identify tourism experiences that are only semi-transformative or not transformative, you
can suggest improvements to the providers. You can also suggest the development of
relevant transformative tourism experience based on the identified unique selling proposition
for your destination.
3. Planning and Management Strategy

7
3.1 Existing tourism strategies and plans
Identify existing strategies or plans that relate to the management strategy that you are
developing for your destination. Tourism strategy/plan can range from branding, vision,
guidelines for product development and stakeholder collaboration etc. It is helpful to broaden
your search to identify not only your destination’s tourism strategy or plan but also relevant
local art/cultural/event policies, as well as regional/state/national development policies. A
minimum of 2 strategies/policies are required. Use table to reduce word count. Below is an
example.
Table: Existing tourism strategies and policies
Strategy/policy Core components How the plan assists growth of
transformative experience

Queensland
Ecotourism Plan (2013
– 2020)

-Vision to facilitate best
practice and innovation in
tourism
-Acknowledgement that
Asian travellers have
different needs in how they
participate and enjoy nature

-Assist future development of
world class ecotourism
experience
-Assist development of
specialised experiences for
Asian tourists

3.2 Potential target market for management strategy
Identify and briefly describe a potential target market for the management strategy. This can
be the same as the target market in part B but can also be a new target market. Justify the
choice – for example – is this a market that has declined/grown significantly in recent years,
hence the need for a destination management strategy.
3.3 Destination management strategy
Create a new tourism product/experience range or modify existing tourism
products/experiences to cater to the identified potential target market. Provide guidelines in
point form for the implementation of the transformative experience (e.g., describe the
proposed product and provide a promotional strategy, or a collaboration event between
relevant stakeholders, development of new facilities etc.).
4 Conclusion: In 100 words or less, summarise the key points of your assignment.
5 References
Referencing: Please use APA referencing style. There should be at least 5 academic
references and 5 industry references in that list. Remember that a reference is a source that
is actually cited within the text.

8

9

3018THS Destination Management Strategy Report, Part A
– Assessment Criteria (Weighting = 20%)

Student 1 (This student submits report on behalf of the group) Name and ID:
Student 2 Name and ID:
Student 3 Name and ID:

Excellent
(High Distinction)

Very Good
(Distinction)

Good
(Credit)

Satisfactory
(Pass)

Unsatisfactory
(Fail)

Analysis & Synthesis (5%): Clear and
precise introduction & conclusion.
Separate sections are well integrated into a
compelling story.

Exceptional introduction defines
and sets parameters clearly and
precisely. Conclusion is an
excellent summary of the
arguments and provides an
exceptionally clear and precise
response.

Introduction defines and sets
parameters clearly and precisely
but is perfunctorily. Conclusion
is a solid summary of the
arguments and provides clear
and precise response.

Introduction defines
assignment question clearly,
but parameters are imprecise.
Conclusion adequately
summarises the arguments
and provides a clear response
to the question.

Introduction defines, and sets
the parameters for question.
Conclusion is a minimal
summary of the arguments
and provides a clear but at
times imprecise response to
the question.

Introduction fails to define, and
set parameters for, assignment
question. Conclusion neither
summarises the arguments nor
provides a direct answer to the
assignment question.

Key concepts and writing style (10%):
Concepts/theories & ideas have been
identified & explained in a logical and
sequential way in the separate sections.

Key concepts and ideas are
identified. Explanations or
interpretations demonstrate
sophisticated understanding.
Demonstrates serious
engagement with challenging
material from an extensive
variety of sources. Written
argument is developed in a clear
and logical way. No spelling
and/or grammatical mistakes and
extremely well presented

Key concepts and ideas are
identified. Explanations or
interpretations of them
demonstrate solid understanding.
Demonstrates serious
engagement of material from a
broad variety of sources. Minor
spelling and/or grammatical
mistakes and well presented.

Key concepts and ideas are
identified, and explained or
interpreted correctly but
superficially. Demonstrates
obvious effort to read beyond
given references. Some
obvious but inconsequential
spelling and/or grammatical
mistakes and presented
adequately.

Not all key concepts and
ideas are identified and are
not always explained or
interpreted correctly.
Demonstrates limited reading
of the literature beyond given
references. Numerous
spelling and/or grammatical
mistakes of consequence
presented with some errors in
presentation.

Fails to identify key concepts
and ideas, or if identified, are
explained or interpreted
incorrectly. Demonstrates no
serious reading of any of the
literature. Contains numerous
spelling and/or grammatical
errors that pose an
insurmountable challenge for the
reader with many errors in
presentation.

Scholarly presentation of evidence of
research and Use of diagrams, charts
and other illustrations to support
argument (5%): Depth and width of
research in the separate sections.

Demonstrates exceptional and
enterprising effort to gathering
and presenting empirical data
from an extensive variety of
sources, especially those that are
not obvious. Diagrams, charts
and other illustrations are
professionally presented and
insightful deductions from them
are expertly interwoven into the
text to support analyses.

Demonstrates a solid effort to
gather empirical and present data
from a broad variety of sources.
Diagrams, charts and other
illustrations are completely free
of errors and correct deductions
are made from them to support
analyses.

Demonstrates some serious
effort to gather empirical and
present data from a variety of
sources. . Diagrams, charts
and other illustrations are
largely free of errors and
deductions are made from
them to support analyses.

Demonstrates minor effort to
gather empirical and present
data from a variety of
sources. . Diagrams, charts
and other illustrations
contain only a few
significant errors.

Demonstrates no meaningful
effort to gather empirical and
present data from a variety of
sources (domestic/international,
print/electronic, etc.), Diagrams,
charts and other illustrations are
poor quality, with numerous
significant errors.

10
Part B: Digital Communication Plan and Vodcast
Part B of the strategy is individual based assessment. Each student will independently
design a digital communication plan to communicate the destination management strategy to
a chosen group of stakeholders at the destination. Part B includes two components:
1. A written digital communication plan – explain the goals, describe the target
audience, identify effective communication channels, and design key content (1000
words, submit to the digital communication plan and vodcast submission point on
L@G).
2. A vodcast – make a short vodcast aimed to gain stakeholder support for the
management plan (approximately 3 minutes, submit to the digital communication
plan and vodcast submission point on L@G).

Required structure and content for the Digital Communication Plan
 Section 1: Introducing the importance of establishing and managing an online
reputation and the purpose of this digital communication plan
 Section 2: Describe the stakeholder group (i.e., which stakeholder group your
vodcast is targeting and why you choose this group)
 Section 3: Identify effective communication channels for this stakeholder group
based on their particular needs and preferences (i.e., how should the vodcast be
distributed to the targeted stakeholders? You need to consider various digital
communication platforms/channels and their appropriateness for the chosen
stakeholder group.)
 Section 4: Design the vodcast and justify the design (describe the key elements of
the vodcast and why you design the elements in this way).
 Section 5: Concluding comments
Note: Word limits exclude tables, figures and references.
Referencing: Please use APA referencing style. There should be at least 3 academic
references and 3 industry references in that list. Remember that a reference is a source that
is actually cited within the text.
Due date and submission: Part A is due on Thursday 20 Sep at 3pm, and Part B is due on
27 September at 3pm.
Requirement for the Vodcast
You are required to create and upload a video broadcast (vodcast) for the purpose to
publicise / communicate to your chosen group of stakeholders.
In order to gain the support of this group of stakeholders, at a minimum level, you will need
to explain the following in the vodcast:
 key points of Part A

11

 how strategies identified in Part A will impact on the stakeholders (e.g., key benefits
to stakeholders, and why they should support your strategies).
The content and design of the vodcast should be consistent with what you described in
Section 4 of the digital communication plan.
 You may use your mobile or another video recording device to create the vodcast.
The vodcast should be approximately 3 minutes in length (no longer than 3.5 mins
and no shorter than 2.5 mins).
 You must appear on the screen at some point during the vodcast and your voice
should be heard for at least half of the vodcast.
 IF you use a video editing software, we strongly recommend that the end file be in
the MP4 format as this is the most compatible one with our university software
programs.
Students are encouraged to be as creative as possible in developing their vodcast. Some of
the elements you may consider to include in the vodcast (but not restricted to) are:
 Background music
 Video clips
 Text, images, or other graphics/illustrations
 Interviews of others

Category:

Description

3018THS – Destination Management (Trimester 2, 2018)

ASSESSMENT GUIDELINES

This information sheet provides guidelines for both
assignment 1 and assignment 2 (Parts A & B).
In groups of three (3), students are required to conduct a situation analysis for a destination
and develop a destination management strategy to attract and manage a target tourist
market to their selected destination. Students must select one of the six destinations listed
below:
 Cairns, QLD
 Byron Bay, NSW
 Christchurch, NZ
 Beijing, CH
 Boracay, PH
 Bali, ID (focus on one holiday resort/destination on the island e.g. Kuta, Legian, Nusa
Dua, Ubud etc.)
The project should be undertaken from the standpoint of the regional Destination
Management Organisation (DMO). For example, Gold Coast Tourism, Hong Kong Tourism
Board, etc.
The Destination Management Project assessment items represent 60% of your overall
assessment and include two items:
 Assignment 1 – Destination Analysis: 20% due in Week 6, Thursday (23 Aug) at 3pm
 Assignment 2 – Destination Management Strategy (including Part A & Part B): 40% in
total, due in Weeks 10 & 11, Thursday (20 Sept & 27 Sep) at 3pm
The two assessment items are described in detail on the subsequent pages. Please also
refer to the Course site on L@G for further information.
General Tips and Advice for Both Assessment Items:
IMPORTANT! Use destination management theories and concepts to justify your points and
back-up your argument. Include academic journal papers and other sources to support your
argument.
You need to demonstrate your mastery of destination management theories and concepts
and be able to integrate your ideas with existing destination management ideas and
literature. Your ideas should be expressed in a clear, compelling and insightful manner.
Attention to written presentation errors, such as spelling and grammar, is important.
Grading: You will work as a group for Assignment 1 (Destination Analysis) and Part A of
Assignment 2, but group members will work individually for Part B of Assignment 2 (i.e.,
Digital Communication Plan and the Vodcast).

2

ASSIGNMENT 1: DESTINATION ANALYSIS

In order to develop a comprehensive and high standard destination management strategy,
your group first needs to complete extensive background research and analysis. This
research and analysis is to ensure that as much relevant information about the current (and
possibly past) operating environment is gathered and understood, so that an appropriate
destination management strategy can be developed. Accordingly, you are required to
conduct a comprehensive situation analysis of your selected destination.
In conducting this analysis, you will need to consult with industry resources (e.g., plans,
reports, etc.) as well as academic literature to identify trends and challenges in the current
operating environment.
Your task:
The task is to research and present a situation analysis for a destination of your choice and
present your analysis in a report. This analysis should:
 Present the socio-economic and stakeholder analysis of the destination (600 words)
 Profile the tourism markets that currently visit the destination (600 words)
 Identify tourism issues that the destination is facing (600 words)
Note: Word limits exclude tables, figures and references.
The three group members will work together to collect background information, exchange
ideas, and prepare the final report for their selected destination. The marking criteria for
assessment items are available on the course website.
Please do not include detailed description of the analysis tools in your assignment (e.g.,
PEST analysis, competitor analysis, visitor analysis, etc.), instead use these tools to provide
background for your strategy and the key issues facing your destination.
(Note that a destination situational analysis in reality is more extensive than this 3 point list,
but for the purpose of this assignment you are required to analyse only three elements).
Due date and submission: Assignments should be uploaded to the destination analysis
report submission point on L@G by Thursday 23 rd August, 2018 at 3pm. Only one student
from each group needs to upload the assignment.
Referencing: It is important that you reference appropriately. Please use APA referencing
style, therefore, cite the name, year and page number (if a direct quote) in-text and put the
full reference (including author/s, year, title, etc.) at the end of the report.
There should be at least 5 academic references and 5 industry references for this
assessment. Remember that a reference is a source that is actually cited in your report.

3
Destination Analysis Report Format
1. Introduction. Write 1-2 sentences to introduce the purpose of the report, the
destination management organisation’s name and insert a map of the destination
showing its geographic boundaries
2. A Socio-economic and Stakeholder Analysis
2.1 A social-economic Profile of the Destination
Describe demographics of residents and industry characteristics, e.g., population size,
number of female and male residents, number of young, middle and older aged residents,
average education and household income level; and the main industries in the destination.
2.1 Destination Stakeholders
Identify 4-6 key stakeholders in your chosen destination, briefly say what their stake is, and
illustrate their location and importance/influence on the stakeholder analysis matrix.
3 Tourism Markets
3.1 Product Experience Themes in the Destination
Identify 3-4 key experience themes of the destination and provide examples of actual
organisations delivering products under each theme.
3.2 Visitor Analysis of the Destination
Describe the visitor profile of the destination. Identify 3-4 key segments and describe their
relevant demographic, geographic, behavioural, and psychographic characteristics.
4 Tourism issues
4.1 A Description of Destination Issues
Use a PEST/SWOT or other method to identify a comprehensive list of issues. Present the
issues in a table format
4.2 An Analysis of Destination Issues
Further elaborate on four (4) key issues by saying why these issues are significant for the
destination
5 Conclusion. Write 1-2 sentences that make a critically informed judgement or
evaluative comment about the business situation of the destination
6 References

4

3018THS Destination Analysis Assessment Criteria (Weighting – 20%)

Student 1 ID: Name:
Student 2 ID: Name:
Student 3 ID: Name:

Excellent
(High Distinction)

Very Good
(Distinction)

Good
(Credit)

Satisfactory
(Pass)

Unsatisfactory
(Fail)

Content knowledge
10%

Demonstrates a
balanced and very
high level of detailed
knowledge of core
concepts by providing
a very high level of
analysis.

Demonstrates a
balanced and high
level of
knowledge of
core concepts by
providing a high
level of analysis.

Demonstrates a
good level of
knowledge of
some of the core
concepts by
providing some
level of analysis.

Demonstrates
limited knowledge of
core concepts by
providing a limited
level of analysis.

Demonstrates little, if
any, knowledge of the
core concepts with
extremely limited, if
any, analysis.

Sources/evidence
5%

Utilises current,
appropriate and
credible sources
which strongly
support the students'
argument throughout.

Utilises mostly
current,
appropriate and
credible sources
which mostly
support the
students'
argument
throughout.

Utilises some
current,
appropriate and
credible sources
which at times
support the
students'
argument
throughout.

Utilises few current,
appropriate and
credible sources
which provide
limited support to
the students'
argument
throughout.

Utilises little, if any,
current, appropriate
and credible sources
which provide little, if
any, support to the
students' argument
throughout.

Grammar and
spelling and
presentation
5%

No spelling and/or
grammatical mistakes
and extremely well
presented

Minor spelling
and/or
grammatical
mistakes and well
presented.

Some obvious
but
inconsequential
spelling and/or
grammatical
mistakes and
presented
adequately.

Numerous spelling
and/or grammatical
mistakes of
consequence
presented with some
errors in
presentation.

Contains numerous
spelling and/or
grammatical errors
that pose an
insurmountable
challenge for the
reader with many
errors in presentation.

Group Process – Fair contribution and completion of minimum requirement
The marking of this criterion is based on individual performance.

Student 1 No Marks deducted Marks Deducted
Student 2 No Marks deducted Marks Deducted
Student 3 No Marks deducted Marks Deducted

Comments
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________

5

ASSIGNMENT 2: DESTINATION MANAGEMENT STRATEGY
Based on the analysis of destination presented in Assignment 1, students will develop a
destination management strategy for the destination.
This strategy is worth 40% of the course and includes two parts: Part A (20%) and Part B
(20%).
Part A of the strategy is group based and includes two key elements:
1. Experience Audit and Competitor Analysis – Provide an overview of the concept
“experience economy” (including transformative experience), and describe how this
approach can improve tourist experience offering and thus improve operator
competitiveness. Conduct an audit of the existing experiences/settings/tourism
providers of the destination and identify providers that can potentially develop
exceptional experiences. Undertake a destination competitor analysis of tourist
experiences and present the summary of that analysis. (By the group, 1000 words)
2. Planning and Management Strategy – Identify existing tourism strategies and policies
that align with this destination management strategy of your destination. Provide a
destination management strategy that focuses on one potential market for proposed
experiences in the destination. (By the group, 1000 words)
Part A should include an introduction and conclusion in addition to the two key elements
described above.
Part A: Destination management report format:
1. Introduction
In 100 words or less, name your destination, the target market for the management strategy
and outline the key sections of the report. For 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 night-time entertainment for this
market. In doing so, key experiences in the destination and its key competitors are analysed
and a strategy to attract and manage this market is presented.
2. Experience Audit and Competitor Analysis
2.1 Overview of the experience economy concept
Write a description of the “experience economy” concept (including transformative
experience), and describe how this approach can improve tourist experience offering and
improve operator competitiveness.
2.2 Key target market
Identify a key target market for your destination (e.g., intra-state retired couples). Describe
this target market in relation to transformative experience (e.g., the type of experience they
would find meaningful given their motivations or needs). Support with references.

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2.3 Audit of existing tourism providers and experiences
Provide an audit of the existing tourism providers and experiences in your destination, in
relation to the chosen target market. The audit includes a description of the tourism
experience and your evaluation on its level of transformation. A minimum of 4 providers and
their product experiences are required. The audit should be presented in a table to reduce
word count.
Table: Audit of business providers and experiences
Name of
provider

Service/Experience
description

Level of transformation (not
transformational, semi-
transformational, transformational

What makes it
transformative (or
not)

2.4 Undertake a destination competitor analysis
Identify two other destinations competing for the same target market as your destination.
The competitor footprint should be included (see Figure below).
Discuss the competitor footprint (similarities/differences between these destinations), and
highlight what is unique about your destination (i.e., unique selling proposition) in terms of
offering particular experiences.

Figure: Competitor Footprint
2.5 Recommendations to improve experiences
Make three recommendations on how to improve the provision of transformative experience
offerings in your destination.
Recommendations should be based on your audit and competitor analysis. For example, if
you identify tourism experiences that are only semi-transformative or not transformative, you
can suggest improvements to the providers. You can also suggest the development of
relevant transformative tourism experience based on the identified unique selling proposition
for your destination.
3. Planning and Management Strategy

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3.1 Existing tourism strategies and plans
Identify existing strategies or plans that relate to the management strategy that you are
developing for your destination. Tourism strategy/plan can range from branding, vision,
guidelines for product development and stakeholder collaboration etc. It is helpful to broaden
your search to identify not only your destination’s tourism strategy or plan but also relevant
local art/cultural/event policies, as well as regional/state/national development policies. A
minimum of 2 strategies/policies are required. Use table to reduce word count. Below is an
example.
Table: Existing tourism strategies and policies
Strategy/policy Core components How the plan assists growth of
transformative experience

Queensland
Ecotourism Plan (2013
– 2020)

-Vision to facilitate best
practice and innovation in
tourism
-Acknowledgement that
Asian travellers have
different needs in how they
participate and enjoy nature

-Assist future development of
world class ecotourism
experience
-Assist development of
specialised experiences for
Asian tourists

3.2 Potential target market for management strategy
Identify and briefly describe a potential target market for the management strategy. This can
be the same as the target market in part B but can also be a new target market. Justify the
choice – for example – is this a market that has declined/grown significantly in recent years,
hence the need for a destination management strategy.
3.3 Destination management strategy
Create a new tourism product/experience range or modify existing tourism
products/experiences to cater to the identified potential target market. Provide guidelines in
point form for the implementation of the transformative experience (e.g., describe the
proposed product and provide a promotional strategy, or a collaboration event between
relevant stakeholders, development of new facilities etc.).
4 Conclusion: In 100 words or less, summarise the key points of your assignment.
5 References
Referencing: Please use APA referencing style. There should be at least 5 academic
references and 5 industry references in that list. Remember that a reference is a source that
is actually cited within the text.

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3018THS Destination Management Strategy Report, Part A
– Assessment Criteria (Weighting = 20%)

Student 1 (This student submits report on behalf of the group) Name and ID:
Student 2 Name and ID:
Student 3 Name and ID:

Excellent
(High Distinction)

Very Good
(Distinction)

Good
(Credit)

Satisfactory
(Pass)

Unsatisfactory
(Fail)

Analysis & Synthesis (5%): Clear and
precise introduction & conclusion.
Separate sections are well integrated into a
compelling story.

Exceptional introduction defines
and sets parameters clearly and
precisely. Conclusion is an
excellent summary of the
arguments and provides an
exceptionally clear and precise
response.

Introduction defines and sets
parameters clearly and precisely
but is perfunctorily. Conclusion
is a solid summary of the
arguments and provides clear
and precise response.

Introduction defines
assignment question clearly,
but parameters are imprecise.
Conclusion adequately
summarises the arguments
and provides a clear response
to the question.

Introduction defines, and sets
the parameters for question.
Conclusion is a minimal
summary of the arguments
and provides a clear but at
times imprecise response to
the question.

Introduction fails to define, and
set parameters for, assignment
question. Conclusion neither
summarises the arguments nor
provides a direct answer to the
assignment question.

Key concepts and writing style (10%):
Concepts/theories & ideas have been
identified & explained in a logical and
sequential way in the separate sections.

Key concepts and ideas are
identified. Explanations or
interpretations demonstrate
sophisticated understanding.
Demonstrates serious
engagement with challenging
material from an extensive
variety of sources. Written
argument is developed in a clear
and logical way. No spelling
and/or grammatical mistakes and
extremely well presented

Key concepts and ideas are
identified. Explanations or
interpretations of them
demonstrate solid understanding.
Demonstrates serious
engagement of material from a
broad variety of sources. Minor
spelling and/or grammatical
mistakes and well presented.

Key concepts and ideas are
identified, and explained or
interpreted correctly but
superficially. Demonstrates
obvious effort to read beyond
given references. Some
obvious but inconsequential
spelling and/or grammatical
mistakes and presented
adequately.

Not all key concepts and
ideas are identified and are
not always explained or
interpreted correctly.
Demonstrates limited reading
of the literature beyond given
references. Numerous
spelling and/or grammatical
mistakes of consequence
presented with some errors in
presentation.

Fails to identify key concepts
and ideas, or if identified, are
explained or interpreted
incorrectly. Demonstrates no
serious reading of any of the
literature. Contains numerous
spelling and/or grammatical
errors that pose an
insurmountable challenge for the
reader with many errors in
presentation.

Scholarly presentation of evidence of
research and Use of diagrams, charts
and other illustrations to support
argument (5%): Depth and width of
research in the separate sections.

Demonstrates exceptional and
enterprising effort to gathering
and presenting empirical data
from an extensive variety of
sources, especially those that are
not obvious. Diagrams, charts
and other illustrations are
professionally presented and
insightful deductions from them
are expertly interwoven into the
text to support analyses.

Demonstrates a solid effort to
gather empirical and present data
from a broad variety of sources.
Diagrams, charts and other
illustrations are completely free
of errors and correct deductions
are made from them to support
analyses.

Demonstrates some serious
effort to gather empirical and
present data from a variety of
sources. . Diagrams, charts
and other illustrations are
largely free of errors and
deductions are made from
them to support analyses.

Demonstrates minor effort to
gather empirical and present
data from a variety of
sources. . Diagrams, charts
and other illustrations
contain only a few
significant errors.

Demonstrates no meaningful
effort to gather empirical and
present data from a variety of
sources (domestic/international,
print/electronic, etc.), Diagrams,
charts and other illustrations are
poor quality, with numerous
significant errors.

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Part B: Digital Communication Plan and Vodcast
Part B of the strategy is individual based assessment. Each student will independently
design a digital communication plan to communicate the destination management strategy to
a chosen group of stakeholders at the destination. Part B includes two components:
1. A written digital communication plan – explain the goals, describe the target
audience, identify effective communication channels, and design key content (1000
words, submit to the digital communication plan and vodcast submission point on
L@G).
2. A vodcast – make a short vodcast aimed to gain stakeholder support for the
management plan (approximately 3 minutes, submit to the digital communication
plan and vodcast submission point on L@G).

Required structure and content for the Digital Communication Plan
 Section 1: Introducing the importance of establishing and managing an online
reputation and the purpose of this digital communication plan
 Section 2: Describe the stakeholder group (i.e., which stakeholder group your
vodcast is targeting and why you choose this group)
 Section 3: Identify effective communication channels for this stakeholder group
based on their particular needs and preferences (i.e., how should the vodcast be
distributed to the targeted stakeholders? You need to consider various digital
communication platforms/channels and their appropriateness for the chosen
stakeholder group.)
 Section 4: Design the vodcast and justify the design (describe the key elements of
the vodcast and why you design the elements in this way).
 Section 5: Concluding comments
Note: Word limits exclude tables, figures and references.
Referencing: Please use APA referencing style. There should be at least 3 academic
references and 3 industry references in that list. Remember that a reference is a source that
is actually cited within the text.
Due date and submission: Part A is due on Thursday 20 Sep at 3pm, and Part B is due on
27 September at 3pm.
Requirement for the Vodcast
You are required to create and upload a video broadcast (vodcast) for the purpose to
publicise / communicate to your chosen group of stakeholders.
In order to gain the support of this group of stakeholders, at a minimum level, you will need
to explain the following in the vodcast:
 key points of Part A

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 how strategies identified in Part A will impact on the stakeholders (e.g., key benefits
to stakeholders, and why they should support your strategies).
The content and design of the vodcast should be consistent with what you described in
Section 4 of the digital communication plan.
 You may use your mobile or another video recording device to create the vodcast.
The vodcast should be approximately 3 minutes in length (no longer than 3.5 mins
and no shorter than 2.5 mins).
 You must appear on the screen at some point during the vodcast and your voice
should be heard for at least half of the vodcast.
 IF you use a video editing software, we strongly recommend that the end file be in
the MP4 format as this is the most compatible one with our university software
programs.
Students are encouraged to be as creative as possible in developing their vodcast. Some of
the elements you may consider to include in the vodcast (but not restricted to) are:
 Background music
 Video clips
 Text, images, or other graphics/illustrations
 Interviews of others