Introduction
The key to the success and sustainability of any destination development effort is ongoing management. The most critical functions of Destination Management Organisations (DMO) include experience development, tourism branding and marketing, customer relationship management, uniting stakeholders, and strategic business planning.
This unit aims to introduce the concept of destination management and the various organisations and functions involved in providing direction and support for continued sustainable tourism development and growth. Students will review the definition of a destination and the various elements that characterise it. They will explore the concept of destination management and evaluate the role of the public and private sector organisations that develop and deliver the destination management strategies.
Finally, students will evaluate the destination life cycle and the
different strategies that destination management organisations may implement at
each of the different stages of the life cycle.
Learning Outcomes
By the end of this unit students will be able to:
- Examine the definition of a destination and the characteristics of different global destinations
- Analyse the concept of destination management and the organisations responsible for managing a destination
- Evaluate the role of destination management at different stages of the destination life cycle.
Essential content
LO1 Examine the definition of a destination and the characteristics of different global destinations
The tourism product:
Definition of the tourism product
Key components of the tourism product: core, tangible and intangible Defining the destination
The product as a destination and the key components of the destination
The destination amalgam of the 6 As: attractions, amenities, activities, available packages, access and ancillary services
Definition of a destination:
Classifications of destinations e.g. urban, rural, town, purpose built, coastal and resort
Common features and characteristics of destinations:
Different features of destinations e.g. price and value, accessibility, infrastructure and amenities, market image and service quality
Destination core resources and attractions: natural attractions, climate, cultural heritage and festivals, man-made attractions, facilities for leisure and special interests e.g. sport
LO2 Analyse the concept of destination management and the organisations responsible for managing a destination
Concept of destination management:
Definition and history of destination management
Importance of stakeholder collaboration and co-ordination of the various elements of a destination to address fragmentation
Benefits of managing a destination e.g. establishing a unique/competitive offer, focusing resources, building a brand, ensuring sustainability and delivering quality experiences
Overview of destination development plan and its key components
Organisations responsible for destination management:
The key aims and objectives of destination management organisations (DMOs)
The value of destination partnership organisations
Different roles of DMOs e.g. governments, national, regional and local public authorities
Quangos and publicly-funded organisations
The stakeholders
involved in collaborative partnerships
The roles and responsibilities of DMOs:
Providing information on core market profiles: collation of research and market intelligence, identification and profiling of target customers
Providing business support: local economic development and business support development of destination management plans and product development
Establishing and working collaboratively with key partners and working in partnership to co-ordinate the implementation of strategic tourism plans Promotional activities and market campaigns to raise awareness amongst target customers
Lobbying government: influencing tourism-based legislation and regulation Influencing planning and physical development
LO3 Evaluate the role of destination management at different stages of the destination life cycle
The destination life cycle:
Different stages of the destination life cycle e.g. exploration, involvement, development
Uses and limitations of the life cycle model
Role of destination management:
Priorities at different stages in the life cycle e.g. balancing supply of accommodation with increasing demand from visitors during development, upgrading of buildings during consolidation
Forward planning and evaluation of investment decisions The competitive destination
The
conceptual model of destination competitiveness
Learning Outcomes and Assessment Criteria
| Pass | Merit | Distinction |
| LO1 Examine the definition of a destination and the characteristics of different global destinations | D1 Critically analyse the importance and significance of different characteristics that define a range of global destinations | |
| P1 Examine the common features and characteristics that define a range of global destinations P2 Assess the different core resources and attractions for a range of global destinations | M1 Analyse the importance and significance of different characteristics in defining a range of global destinations | |
| LO2 Analyse the concept of destination management and the organisations responsible for managing a destination | D2 Make valid and justified recommendations for improving the role and performance of destination management organisations | |
| P3 Analyse the concept of destination management and the key benefits and objectives of destination management P4 Appraise the role of destination management organisations at national, regional and local level responsible for managing a destination | M2 Critically analyse the role and performance of destination management organisations at national, regional and local level in managing a tourism destination | |
| LO3 Evaluate the role of destination management at different stages of the destination life cycle | D3 Make justified recommendations for improving destination management at different stages in the destination life cycle, using a range of examples | |
| P5 Evaluate the destination life cycle and the implications this has upon destination management P6 Appraise the role of destination management at different stages in the destination life cycle, using a range of examples | M3 Critically evaluate the priorities of destination management organisations at different stages in the destination life cycle using a range of examples |
Recommended resources
Textbooks
KOZAK, M. and KOZAK, N. (2015) Destination Marketing: An International Perspective. Oxford: Routledge.
MORRISON, A. (2018) Managing and Marketing Tourism Destinations. 2nd ed. Oxford: Routledge.
PIKE, S. (2015) Destination Marketing. 2nd ed. Oxford: Routledge.
SOTIRIADIS, M. and GURSOY, D. (2016) The Handbook of Managing and Marketing Tourism Experiences. Bingley: Emerald Group.
WORLD TOURISM ORGANIZATION (UNWTO) (2017) Practical Guidelines for Integrated Quality Management in Tourism Destinations: Concepts, Implementation and Tools for Destination Management Organizations.
Websites
| www.aseantourism.travel | Association of South East Asian Networks ASEAN Tourism (General Reference) |
| www.destinationmarketing.org | Destination Marketing Association International (General Reference) |
| www.eyefortravel.com | Eye for Travel Social Media and Marketing (General Reference) |
| www.ktb.go.ke | Kenya Tourist Board (General Reference) |
| www.visitengland.org | Visit England (General Reference) |
| www.visitsingapore.com | Visit Singapore (General Reference) |
Links
This unit links to the following related units:
Unit 25: Strategic Destination Planning Unit 26: Destination Marketing
Unit 43: International Tourism Planning and Policy
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