PCD101 Place, Culture & Destination Management Assignment

Assignment Help Marketing Management

Reference no: EM132710447 , Length: word count:2000

PCD101 Place, Culture & Destination Management - Laureate International Universities

Assessment: Destination Study Report

Learning Outcome 1: Identify the factors that contribute to the creation of destination image and tools that destination managers use to influence image formation.

Learning Outcome 2: Discuss the influence of culture on the tourist experience and strategies used by destinations to manage barriers to successful cross-cultural communication.

Learning Outcome 3: Explore changing travel patterns & trends in global tourism and examine the impact of these on the management of tourist destinations

Learning Outcome 4: Explain strategies used by destination management organisations to competitively market destinations to a range of different consumer groups.

Context:
Successful destination management organisations are continually adapting their operations in response to changes in the external environment and consumer travel patterns. A range of different challenges arise as destinations progress through the stages of the tourist area life cycle (TALC) and destination management organisations need to manage these proactively. To remain competitive, destinations need to avoid slipping into stagnation or decline by developing innovative marketing strategies to continue to attract visitors to the region. In addition, the interaction between different cultures during tourist encounters (tourist to tourist, tourist to host, tourist to tourism providers) can be a double-edged sword. If managed effectively by a destination, cross-cultural communication can foster tolerance and understanding between different social groups, supporting sustainable tourism growth. However, a destination's image as a holiday location can be severely damaged if regular clashes between cultures occur.

This assessment will allow students to investigate factors that contribute to a decline in tourism within a destination and consider strategies to support renewed tourism growth. Students will also explore the role of cross-cultural communication in the development of destination image and investigate marketing strategies that destination management organisations use to alter a destination's image to increase visitation numbers.

Instructions:
Students are required to compose a report in which they analyse the conditions within a tourist destination and develop strategies to support the growth of tourism. Students should base their discussion on a specific destination located overseas that is currently experiencing significant decline in visitation numbers. Within the report students are required to:
• Provide an overview of the chosen tourist destination - location, attractions, history of tourism in the region, changes in visitation numbers, etc.
• Explain at which stage the destination resides, according to The Tourist Area Life Cycle concept (Butler, 1980)
• Explore at least three (3) emerging trends or shifts in consumer travel patterns that may have contributed to the current image of the region. These could be internal or external to the tourist destination.
• Discuss cultural issues that could potentially lead to clashes with visitors in the chosen tourist destination and propose strategies that the destination could implement to promote cultural tolerance & understanding.
• Identify an existing target market for the destination and outline the unique characteristics of these tourism consumers.
• Propose three (3) marketing strategies to target the chosen consumer group. These should be designed to improve the destination's overall image and future tourism growth. Strategies should be realistic and viable.

Attachment:- Destination Management.rar

Reference no: EM132710447

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