Reference no: EM133008130
Assessment Task: The Innovation Challenge Report
Assessment task: This is an individual assignment. Please click on the assessment link below for more details.
Task Description: This is an individual assessment task that allows you to research a real-world challenge from various customer-centred perspectives. By using design tools and techniques, you will identify and define the real-world problem, have a better understanding of tourists' needs and wants, and develop innovative solutions that will enhance the current situation. You are currently employed as the Tourism Strategy and Research Manager of Tropical North Queensland (TNQ). In the past, this destination has strongly relied on marketing its proximity to two natural wonders, the Great Barrier Reef and the Wet Tropics Rainforest. However, recent research indicates that tourist numbers are declining, particularly the international market.
As the current experiential offering of TNQ seems to be experiencing a decline in demand, tourism managers need to be proactive in identifying tourists' needs and wants. Rather than just seeing tourists as targets for sales, innovative tourism managers put themselves in their customers' shoes by understanding their rational and emotional needs and wants. Your supervisor has asked you to analyse the current situation facing TNQ and develop appropriate strategies suggesting innovative solutions that will enhance the position of TNQ as a destination.
Areas for innovation in the tourism sector may include the release of new tourism products, introduction of new tourist routes, opening of new markets and the applications of new technologies, i.e. artificial intelligence, augmented reality and robotic automation.
The assignment should not exceed 2,000 words (excluding references). The structure of your Innovation Challenge Report should be set out as follows:
• Title page: The title page will include the title of your assignment, your name, student ID number, lecturer name, and unit name and code.
• Introduction: Briefly describe the destination and outline what the problem is that needs solving.
• Situation analysis: Provide information on the current key trends and challenges facing TNQ as a tourist destination. This should include a comprehensive overview of TNQ's current customer base and a SWOT analysis of the destination.
• Target market identification: Outline who you are designing for, i.e. specify the target audience in terms of their demographic, geographic, psychographic and behavioural characteristics. Use of additional sources of information to help support the discussion is expected.
• Innovative solution: Demonstrate the application of design tools and techniques and recommend a potential solution to the identified problem, justifying why this solution is relevant to your chosen target market. Also outline the benefits of the innovative solution for the destination.
• Feasibility evaluation: Critically evaluate the desirability and viability of the proposed solution to make informed decisions that meet the needs of the tourists and the local community and businesses at the destination. Outline what innovation capabilities need to be developed at destination level for the solution to work. This also includes identifying any risks or threats associated with the proposed innovative solution.
• Conclusion: Succinctly describe the main points associated with your proposed innovative solution and how it tackles the identified problem.
• Evidence of research and referencing: Use references about innovation and creativity from the unit material. Provide a list of at least 10 citations and references of published academic and research papers, textbooks, government reports and authentic internet sources. Referencing should follow the APA style.
The assessment will be marked on the following components:
• Introduction
• Situation analysis
• Target market identification
• Innovative solution
• Feasibility evaluation
• Conclusion
• Evidence of research and references
Attachment:- Innovation Challenge Report.rar