This course will enable the students to give an insight into marketing of a destination including planning and strategy.
Course |
Course outcome (at course level) |
Learning and teaching strategies |
Assessment Strategies |
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Course Code |
Course Title |
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24MTM326
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Destination Marketing (Theory)
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CO138: Analyze the concept of tourism attractions, tourism destination planning and destination life cycle CO139: Analyze the Tourism Destination Planning, including environmental, marketing and resources etc. CO140: Critically analyze destination marketing Mix that is produced by a range of destinations. CO141: Evaluate destination marketing campaign, principles of segmentation, targeting and positioning. CO142: Evaluate the choice of channel distribution, promotional programme and role of tourism organization. CO143: Engage in continuous and comprehensive learning.
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Approach in teaching: Discussion, Demonstration, Action Research, Project, Field Trip
Learning activities for the students: Field activities, Simulation, Presentation, Giving tasks Field practical
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Continuous Assessment Test, Semester end examinations, Quiz, Solving problems in tutorials, Assignments, Presentation, Individual and group projects |
Tourism Attraction (destination): Definition, Characteristics, typology, Criteria for tourist attractiveness, development and design of tourist attractions. Destination life cycle.
Tourism Destination Planning, Environmental analysis, resource analysis, Regional Environmental analysis and scanning, marketing analysis, competitor analysis
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
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.
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.
Suggested Readings:
E-resources