Tourism Marketing DUMF5102
- Academic Session: 2023-24
- School: School of Interdisciplinary Studies
- Credits: 20
- Level: Level 5 (SCQF level 11)
- Typically Offered: Semester 2
- Available to Visiting Students: Yes
This course approaches tourism from the perspective of marketing and management and examines the central concepts of marketing in the provision of tourism products and experiences. By analysing the political, economic, cultural, technological and environmental impacts and opportunities associated with tourism marketing development, this course provides a comprehensive understanding of the strategies needed for marketing tourism products and experiences across various destinations around the world.
2 hours lecture/seminar weekly
(22 hours total/semester)
3000-word individual project essay (80%) that provides a critical analysis of an organisation' tourism Marketing strategy
Individual oral presentation of the project (20%)
■ Develop knowledge of key issues in the development of tourism products and experiences across various destinations.
■ Introduce key texts of tourism marketing including central concepts/models with marketing approaches to tourism and tourists.
■ Provide students with examples of tourism marketing practices, cultural expectations and cross-cultural communications skills in the provision of the creation of tourism products and experiences.
■ Develop knowledge of relevant tourism marketing and management tools including Information and Communication Technologies (ICTs) to improve the sustainability and profitability of tourism destinations.
Intended Learning Outcomes of Course
By the end of this course students will be able to:
■ Understand and evaluate the factors (political, economic, socio-cultural, ecological and geographical) that affect the marketing of tourism products and experiences across various destinations.
■ Use central concepts/models in marketing and management to understand tourists' travel behaviours Demonstrate knowledge of tourism marketing practices, cultural expectations and cross-cultural communications skills in the provision of tourism products and experiences.
■ Develop and apply critically key tourism marketing and management strategies including Information and Communication Technologies (ICTs) to improve the sustainability and profitability of tourism destinations.
These outcomes will be demonstrated through the individual projects and the oral presentation, as well as through tutorial discussions and the fieldtrip during the semester.
Minimum Requirement for Award of Credits
Students must submit at least 75% by weight of the components (including examinations) of the course's summative assessment.