3018HSL – Destination Management (Semester 2, 2015)


In groups of three, 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 four destinations listed below:
 Gold Coast
 Melbourne
 Sunshine Coast
 Sydney
 Hong Kong
 Macao
The project should be undertaken from the standpoint of the regional Destination Marketing
Organisation (DMO). For example, Gold Coast Tourism, Hong Kong Tourism Board, etc.
The Destination Marketing Project assessment items represent 60% of your overall
assessment and include two items:
 Situation Analysis: 20% due in Week 8; group presentation of initial analysis in Week
6 seminar for feedback (please note: presentations are not assessed);
 Destination Management Strategy: 40% due in Week 11;
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
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: Although you can work as a group to develop your idea, each student in the group
will be assessed individually on their own section of the written assignment.
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 is 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. The elements of the situational analysis should:
 Present the socio-economic and stakeholder analysis of the destination (400 words)
(Student A)
 Profile the tourism markets that currently visit the destination (400 words) (Student B)
 Identify tourism issues that the destination is facing (400 words) (Student C)
Note: Word limits exclude tables, figures and references.
Each student is required to research and present your findings on only one of the three
elements above. That is, one student will research and undertake the stakeholder analysis
and another student will research and present tourism markets, etc.
The three group members will work together to collect background information, exchange
ideas, and prepare the final report for their selected destination. A criterion in the
assessment marking scheme assesses student engagement in the presentation of the
analysis in the seminar. 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 situational analysis in reality is more extensive than this 3 point list, but for the
purpose of this assignment students are required to analyse only three elements of a
situational analysis).
Due date and submission: Assignments should be uploaded to the TurnItIn system by 18th
September 2015 at 3pm. Each group should submit only one assignment that includes the
three sections. (week commencing 14 Sep 15).
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 assignment.
There should be at least 5 academic references and 5 industry references for this
Remember that a reference is a source that is actually cited in your report.

Presentation (Week 6): Each group should prepare a three (3) minute PowerPoint
presentation to present in Week 6 seminar. All group members must contribute and present
as part of this presentation. Each group should hand a printed copy of the presentation
slides (4 slides per page) to the tutor at the beginning of Week 6 seminar.
Building upon your group’s situational analysis, you are required to develop a transformative
experience destination strategy for the destination, working with your other group members.
The sections of the strategy should include:
 Transformative Experiences Defined- An overview of the term transformative
experience (an extension of the experience economy) and describe how this
approach can improve tourist experience offering and thus improve operator
competitiveness. Provide one detailed case study of one experience in the
destination to justify your conclusions. 1500 words (Student A)
 Experience Audit and Competitor Analysis – Conduct an audit of the existing
transformative experiences/settings/tourism providers of the destination and identify
providers that can potentially develop transformational experiences. Undertake a
destination competitor analysis of transformative experiences and present the
summary of that analysis. Make three recommendations to the DMO on how they
could improve transformative experiences in the destination. 1500 words (Student B)
 Management Strategy – Identify existing tourism strategies and policies that align with
a transformative destination management strategy of your destination. Provide
destination management strategies that focus on one potential market for
transformative experiences in the destination. 1500 words (Student C)
Note: Word limits exclude tables, figures and references.
Note that the concept of transformative experiences has extended the experience economy
Referencing: Please use APA referencing style. There should be only one reference list
for the assignment (combining the references across the three sections). 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.
Due date and submission: Assignments should be uploaded to the TurnItIn system by 16th
October 2015 at 3pm. Each group should submit only one assignment that includes the
three sections, as well as Introduction and Conclusion.
To Do List – Situational Analysis
Step 1 Read course profile and assessment criteria
Step 2 Choose group members / Choose a tourism destination
a) 3 per group

b) The destination must be one of the four destinations suggested in the assessment
information sheet
Step 3 Background research – Get the feel of the destination
a) Identify and save all relevant documents and share between group members
b) Find various maps and save/share them – tourism maps and general maps
c) Scope the major tourism operators in the region (make a list or bookmark them)
d) Scope the accommodation providers in the region
Step 4 Assign the three sections to each student
a) Undertake a tourism stakeholder analysis and social profile of the destination (400
words) (Student A)
b) Assessment of tourism markets in the destination (400 words) (Student B)
c) Identify tourism issues that the destination is facing (400 words) (Student C)
Step 5 Conduct analysis
a) In weeks 3-5 each section of the Situational Analysis will be explained by the
teaching team in the lecture/seminar
b) Research on the three sections can start prior to the lecture/seminar
c) Students should refer to the content expectations – below
Step 6 Refine content into headings for the report (relates to detailed knowledge of core
concepts criterion)
Tourism stakeholder analysis
 Map/ Local demographic profile
 List of Stakeholders – Impact and Influence Analysis
Tourism markets
 Experience Themes (examples of product)
 Visitor Analysis
Tourism issues
 Macro Destination Management Issues (PEST Analysis, analysis of consumer
trends, opportunities and challenges)
 Micro Destination Management Issues (internal to destination)


With the development of world, Theobald (1998) points out that tourism industry has become one of the most remarkable success stories in the world. Macao is one of the popular destinations located in China in tourism industry. Traver and Lo (2010) admits that tourism and gaming industry plays a major role in Macao’s development agenda and it is. Therefore, Macao attracts many local and international tourists.