Destination Marketing

Paper Code: 
MTM 324
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 
  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 132 Analyze the concept of tourism attractions, tourism destination planning and destination life cycle

CO 133 Evaluate the role of the DMO in overseeing destination marketing strategy;

CO 134 Critically analyze destination marketing Mix that is produced by a range of destinations;

CO 135 Evaluate destination marketing campaign, principles of segmentation, targeting and positioning.

CO 136 Analyze the planning and development of destination, resources requirements and environment analysis. Marketing Strategy formulation and implementation.

CO 137 Evaluate the choice of channel distribution, promotional programme and role of tourism organization.

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: 
-

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

14.00
Unit II: 
-

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

12.00
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: 
-

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: 
-

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.

Essential Readings: 

• 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: 
2021-2022
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