Destination Marketing (Theory)

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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