TOUR20022 - Destination Planning and Management
Term 1 - 2017


All details in this unit profile for TOUR20022 have been officially approved by CQUniversity and represent a learning partnership between the University and you (our student). The information will not be changed unless absolutely necessary and any change will be clearly indicated by an approved correction included in the profile.

Overview

In an increasingly competitive global tourism market, planners, destination management organisations and industry stakeholders are being challenged to provide services for tourists whilst maintaining a unique brand, character and competitive advantage for the destination. This unit is designed as a capstone to the preceding units in the Master of Sustainable Tourism Management course. It draws in the knowledge gained from the core introductory, environmental, economic, marketing and socio-cultural units to critically consider how to sustainably manage destinations through developing in students an advanced understanding of destination governance, branding, sustainable planning and management.

Details

Career Level Postgraduate
Credit Points 6
Student Contribution Band 3A
Fraction of Full-Time Student Load 0.125

Attendance Requirements

All on-campus students are expected to attend scheduled classes – in some units, these classes are identified as a mandatory (pass/fail) component and attendance is compulsory. International students, on a student visa, must maintain a full time study load and meet both attendance and academic progress requirements in each study period (satisfactory attendance for International students is defined as maintaining at least an 80% attendance record).

Offerings

Term 1 - 2017
  • Cairns
  • Distance

Website

This unit has a website, within the Moodle system, which is available two weeks before the start of term. It is important that you visit your Moodle site throughout the term. Go to Moodle

Recommended Student Time Commitment

Each 6-credit Postgraduate unit at CQUniversity requires an overall time commitment of an average of 12.5 hours of study per week, making a total of 150 hours for the unit.

Class Timetable

Assessment Overview

Assessment Task Weighting
1. Written Assessment 40%
2. Practical and Written Assessment 30%
3. Presentation and Written Assessment 30%

This is a graded unit: your overall grade will be calculated from the marks or grades for each assessment task, based on the relative weightings shown in the table above. You must obtain an overall mark for the unit of at least 50%, or an overall grade of ‘pass’ in order to pass the unit. If any ‘pass/fail’ tasks are shown in the table above they must also be completed successfully (‘pass’ grade). You must also meet any minimum mark requirements specified for a particular assessment task, as detailed in the ‘assessment task’ section (note that in some instances, the minimum mark for a task may be greater than 50%). Consult the University’s Grades and Results Procedures for more details of interim results and final grades.

All University policies are available on the IMPortal.

You may wish to view these policies:

  • Grades and Results Procedure
  • Assessment Policy and Procedure (Higher Education Coursework)
  • Review of Grade Procedure
  • Academic Misconduct Procedure
  • Monitoring Academic Progress (MAP) Policy and Procedure – Domestic Students
  • Monitoring Academic Progress (MAP) Policy and Procedure – International Students
  • Refund and Excess Payments (Credit Balances) Policy and Procedure
  • Student Feedback – Compliments and Complaints Policy and Procedure
  • Acceptable Use of Information and Communications Technology Facilities and Devices Policy and Procedure

This list is not an exhaustive list of all University policies. The full list of University policies are available on the IMPortal.

On successful completion of this unit, you will be able to:
  1. describe and critique a range of strategic concepts and theories and their application to sustainable destination planning and management;
  2. critically evaluate the role of destination management and marketing organisations and other stakeholders in the sustainable development of tourism destinations;
  3. analyse and navigate the process of developing destination management plans that effectively interact with and inform the legislative framework; and
  4. using practical examples, identify and evaluate the key features required for the development of a sustainable tourism destination.

Alignment of Assessment Tasks to Learning Outcomes

Assessment Tasks Learning Outcomes
1 2 3 4
1 - Written Assessment  
2 - Practical and Written Assessment      
3 - Presentation and Written Assessment    

Alignment of Graduate Attributes to Learning Outcomes

  • Professional Level
  • Advanced Level
Graduate Attributes Learning Outcomes
1 2 3 4
1. Knowledge
2. Communication
3. Cognitive, technical and creative skills
4. Research
5. Self-management      
6. Ethical and Professional Responsibility    
7. Leadership      

Alignment of Assessment Tasks to Graduate Attributes

  • Professional Level
  • Advanced Level
Assessment Tasks Graduate Attributes
1 2 3 4 5 6 7
1 - Written Assessment    
2 - Practical and Written Assessment    
3 - Presentation and Written Assessment

Prescribed Textbooks

Resort destinations: Evolution, management and development
Author/s: Bruce Prideaux Year: 2009
Edition: Publisher: Elsevier
City: Oxford
Country: UK
View textbooks at the CQUniversity Bookshop

IT Resources

You will need access to the following IT resources:
  • CQUniversity Student Email
  • Internet
  • Unit Website (Moodle)
All submissions for this unit must use the American Psychological Association (APA) referencing style (details can be obtained here). For further information, see the Assessment Tasks below.
Unit CoordinatorAllison Anderson (a.c.anderson@cqu.edu.au)
Note: Check the Term-Specific section for any additional contact information provided by the teaching team
Week Begin Date Module/Topic Chapter Events and Submissions
Week 1 06-03-2017

Introduction to Destination Planning and Management

1

Week 2 13-03-2017

Sustainable planning concepts across contexts

2

Week 3 20-03-2017

Governments, governance, policy and regulation

Week 4 27-03-2017

Tourism planning

3

Week 5 03-04-2017

Field trip: Walking tour of City

Vacation Week 10-04-2017
Week 6 17-04-2017

Networks and informal planning

Assessment 1.

Case study: Scales of tourism planning in your city

Written Assessment Due Friday (21 Apr 17) 03:00 PM AEST
Week 7 24-04-2017

Developing the destination product

4

Week 8 01-05-2017

Placemaking, positioning and branding urban places

6

Week 9 08-05-2017

Placemaking, positioning and branding natural areas

7, 8, 9

Assessment 2 due.

Field trip report: What businesses the city needs to attract to improve the experiences of tourists

Practical and Written Assessment Due Friday (12 May 17) 03:00 PM AEST
Week 10 15-05-2017

Community planning and engagement

Week 11 22-05-2017

Planning for resilience

5

Week 12 29-05-2017

Review

Assessment 3 due.

Group presentation: Destination management plan scoping presentation

Presentation and Written Assessment Due Monday (29 May 17) 12:00 PM AEST
Review/Exam Week 05-06-2017
Exam Week 12-06-2017

1 Written Assessment

Assessment Title Written Assessment
Task Description

Case study: The scales of tourism planning in your city.

Tourism planning is conducted by a range of people at a range of scales in tourism cities. At the site scale, tourism (and non-tourism) businesses are responsible for planning (or non-planning) activities that directly influence the experience of tourists. At one end of the site scale is the tourist experience of a tour desk on a main street, and at the other is an integrated resort such as Atlantis the Palm in Dubai. At the destination scale, local governments or other associations are often responsible for the management, planning and marketing of a place, but these are often disjointed between what is economically lucrative and what contributes most effectively to the destination product. Similarly, at a regional scale, there are often many disjoints between industry priorities and the regional tourism product. For example, mining developments in Gladstone, Queensland satisfy different economic priorities at a local, state and federal government level, and these have a direct impact on the Great Barrier Reef and its World Heritage status, which is critically important for tourism. These examples can extend to national and supra-national scales (such as the Mekong River Delta).

Using the example of a tourist city familiar to you, conduct a critical case study to identify six key issues for tourism development and planning: two at the site scale, two at the destination scale, and two at the regional scale. Drawing on theories discussed in this unit, justify why these are issues and draw conclusions on whether examining a place from a range of scales is useful or not destination planning and development.

Word count: 3000 words

Assessment Due Date Week 6 Friday (21-Apr-2017) 03:00 PM AEST
Return Date to Students Week 8 Monday (01-May-2017)
Weighting 40%
Assessment Criteria

Evidence of critical thought about the scales of tourism planning

Application of tourism planning theories to thinking

Effective communication

Use of suitable examples

Use of appropriate academic references

Referencing Style American Psychological Association (APA)
Submission Online

Learning Outcomes Assessed
This section can be expanded to view the assessed learning outcomes

1. describe and critique a range of strategic concepts and theories and their application to sustainable destination planning and management;

2. critically evaluate the role of destination management and marketing organisations and other stakeholders in the sustainable development of tourism destinations;

4. using practical examples, identify and evaluate the key features required for the development of a sustainable tourism destination.

Graduate Attributes
This section can be expanded to view the assessed graduate attributes

1. Knowledge

2. Communication

3. Cognitive, technical and creative skills

4. Research

5. Self-management



2 Practical and Written Assessment

Assessment Title Practical and Written Assessment
Task Description

Field trip report: Destination development

Drawing from the lecture material in this unit, your readings and your notes and observations on the walking tour field trip in week 5, write a field trip report describing the current product mix in the destination and make substantiated recommendations to develop the destination. Identify what key businesses and/or services you think the destination needs to develop and make suggestions on where and how you think they should be encouraged to establish in the city.

Word count: 1500 words

Assessment Due Date Week 9 Friday (12-May-2017) 03:00 PM AEST
Return Date to Students Week 11 Monday (22-May-2017)
Weighting 30%
Assessment Criteria

Evidence of critical thought about destination development

Effectively substantiate your argument

Effective communication

Use of suitable examples

Use of appropriate academic references

Referencing Style American Psychological Association (APA)
Submission Online

Learning Outcomes Assessed
This section can be expanded to view the assessed learning outcomes

4. using practical examples, identify and evaluate the key features required for the development of a sustainable tourism destination.

Graduate Attributes
This section can be expanded to view the assessed graduate attributes

1. Knowledge

2. Communication

3. Cognitive, technical and creative skills

4. Research

5. Self-management



3 Presentation and Written Assessment

Assessment Title Presentation and Written Assessment
Task Description

Group Presentation: Destination Management Plan Brief

Imagine you are a Destination Management Organisation (DMO) such as a local council. You are seeking tenders for a five year Destination Management Plan (DMP) and have called a meeting of interested consultants to invite them to tender to produce it. You have 15 minutes to give an overview of the destination, the key prospects for development you are anticipating within the next five years, some examples of other DMPs you think are worth looking at and what you expect the DMP to contain as a final document.

Your team, which is a group of up to three students, is responsible for the effective development, presentation and delivery of this brief, including a one-page document hand-out with the relevant information for them to take away. Innovation is always good, so be creative with how you present this, as long as the information is clear.

Assessment Due Date Week 12 Monday (29-May-2017) 12:00 PM AEST
Presentations will be made throughout this week.
Return Date to Students Review/Exam Week Friday (09-Jun-2017)
Weighting 30%
Assessment Criteria

Evidence of team work

Evidence of understanding the key elements of a Destination Management Plan

Effective communication

Innovative and/or insightful presentation

Use of suitable examples

Use of appropriate academic references

Referencing Style American Psychological Association (APA)
Submission Online
Group submission

Email presentation and handout to unit coordinator directly

Learning Outcomes Assessed
This section can be expanded to view the assessed learning outcomes

3. analyse and navigate the process of developing destination management plans that effectively interact with and inform the legislative framework; and

4. using practical examples, identify and evaluate the key features required for the development of a sustainable tourism destination.

Graduate Attributes
This section can be expanded to view the assessed graduate attributes

1. Knowledge

2. Communication

3. Cognitive, technical and creative skills

4. Research

5. Self-management

6. Ethical and Professional Responsibility

7. Leadership




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