Destination Marketing

Paper Code: 
MTM 324
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

Course Objectives:

This course will enable the students to –

  1. To give an insight into marketing of a destination.

 

Course Outcomes:

 



Course

Course outcome (at course level)

Learning and teaching strategies

Assessment Strategies

Paper Code

Paper Title

MTM 324

 

Destination Marketing

CO 102Identify how motivations for engaging in destination marketing are influenced by wider trends and issues;

CO 103Evaluate the role of the DMO in overseeing destination marketing strategy;

CO 104Critically analyze destination marketing material that is produced by a range of destinations;

CO 105Formulate an original destination marketing campaign showing creative application of the principles of segmentation, targeting and positioning.

CO 106Understand planning and development of destination, resources requirements and environment analysis. Marketing Strategy formulation and implementation

Approach in teaching:

Discussion, Demonstration, Action Research, Project, Field Trip

 

Learning activities for the students:

Field activities, Simulation, Presentation, Giving tasks Field practical

 

Class test, Semester end examinations, Quiz, Solving problems in tutorials, Assignments, Presentation, Individual and group projects
 

 

10.00
Unit I: 
UNIT I

Tourism Attraction (destination) : Definition, Characteristics, typology, Criteria for tourist attractiveness, development and design of tourist attractions. Destination life cycle

14.00
Unit II: 
UNIT II

Tourism Destination Planning, Environmental analysis, resource analysis, Regional Environmental analysis and scanning, marketing analysis, competitor analysis

 

12.00
Unit III: 
UNIT III

Components of destination marketing mix. Product Strategy- Nature and Characteristics

Managing existing tourism products. New product development in Regional Tourism. Pricing Strategies- tourist perception of price

11.00
Unit IV: 
UNIT IV

Regional Goal Formation: Strategy formation, product portfolio strategies. Tourism portfolio model, analysis of portfolio approaches. Market segmentation in the regional context- Bases, steps and categories, Target Marketing- targeting options, positioning strategies.

 

13.00
Unit V: 
UNIT V

The Tourism Distribution Strategy- Choice of distribution channel. Developing a destination promotional strategy. Evaluation and control of the promotional programme. Tourism organization- Role in destination development and promotion.

References: 
  • Marketing Tourism Destinations: Ernie Heath and Geoffrey wall, John Wiley and Sons, Inc. Marketing for hospitality and tourism- Philip Kotler, Jon Bower.
  • Tourism Marketing: Lumsdon
  • Marketing for Tourism- J. Christopheo Holloway and Chris Robinson

 

 

Academic Year: 
2020-2021
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