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Admissions

It is a University which is committed to excellence and overall development of the student and one where talent is nurtured and honed in the best possible manner. Come, be a part of our never-ending journey of accomplishments and accolades.

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Placements

Excellent education not only imparts knowledge, but also paves the way for a promising and successful career. The Placement Cell at The IIS University has numerous success stories to narrate in this regard...

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Life@IIS Univ

Life @ IISU is nothing less than a kaleidoscope of myriad hues; complete with vibrant events and memorable occasions to cherish for a lifetime.

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Academics

Taking the age-old tradition of enlightenment through education forward, The IIS University - in its continuous pursuit of excellence - firmly believes that an institution’s academic profile determines its worth and value. Therefore, on offer are a wide variety of both conventional and contemporary programmes of study.

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Research

To stimulate curiosity and cater to the global needs of a dynamic education, The IIS University - since inception - has been promoting and encouraging research-based experiential learning among all its students.

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About Us

The IIS University, with its perfect amalgamation of innovation, inspiration and synergy, aims to be a model institution for students across disciplines and programmes.

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IIS Univ
  • Admissions

    It is a University which is committed to excellence and overall development of the student...

  • Placements

    Excellent education not only imparts knowledge, but also paves the way for...

  • Life@IIS Univ

    Life @ IISU is nothing less than a kaleidoscope of myriad hues; complete with...

  • Academics

    Taking the age-old tradition of enlightenment through education forward,...

  • Research

    To stimulate curiosity and cater to the global needs of a dynamic education,...

  • About Us

    The IIS University, with its perfect amalgamation of innovation, inspiration...

IIS (Deemed to be University)

Gurukul Marg, SFS, Mansarovar, Jaipur 302020, (Raj.) India

Phone:- +91-141-2400160-61, 2397906-07,

Fax: 2395494,2781158, Toll Free No.: 1800 180 7750

Destination Marketing (Theory) | Tourism and Aviation

Destination Marketing (Theory)

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Paper Code: 
24MTM326
Credits: 
04
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to give an insight into marketing of a destination including planning and strategy.

 

Course Outcomes: 


Course

Course outcome (at course level)

Learning and teaching strategies

Assessment Strategies

Course Code

Course Title

24MTM326

                      

Destination Marketing

(Theory)

 

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.

 

Approach in teaching:

Discussion, Demonstration, Action Research, Project, Field Trip

 

Learning activities for the students:

Field activities, Simulation, Presentation, Giving tasks Field practical

 

Continuous Assessment 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

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

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: 
  • Ernie Heath and Geoffrey wall, John Wiley and Sons, Inc. Marketing Tourism Destinations
  • Philip Kotler, Jon Bower. Marketing for hospitality and tourism

 

References: 

 

Suggested Readings:

  • J. Christopheo Holloway and Chris Robinson Marketing for Tourism
  • Lumsdon, Tourism Marketing

 

E-resources

 

 

 

Academic Year: 
2024-2025
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