Study Guide

Objective

Globalisation of the tourism industry increases the complexity of managing tourism destinations. Destination competitiveness is based on destination management that emphasises sustainable planning and development. Students understand the strategic concepts of destination environments and the significance of a multi-stakeholder perspective. Future-oriented adaptations, scenarios and best practise case studies of tourism destinations give students a holistic view of the success factors and challenges of destination management.

After completion of the course the student is able to
- describe and explain the concepts discussed in the destination management and marketing literature
- critically evaluate the multiple forms of understanding and conceptualizing destinations
- distinguish the success factors and challenges of tourism destination
- critically analyse the principles for promoting the competitiveness and sustainability of tourism destinations
- evaluate the role of strategy in developing and managing destinations
- form a holistic view of the competitive destination management.

Content

- Destination and Destination Management and Marketing Organisations
- Public-Private Partnerships (PPP) and Multi-stakeholder processes
- Destination development and competitiveness: success factors and challenges
- Destination Branding and Destination Marketing
- Destination experiences
- Digitalisation in destinations
- Destination management strategies incl. safety and risk management
- Foresight in destinations
- International case studies

Location and time

As it is online study unit, it can be studied anywhere.

Materials

WTO (2007). A Practical Guide to Tourism Destination Management.
Wang, Y., Pizam, A. & Breiter, D. (2011). Destination Marketing and Management: Theories and Applications. CAB International

Additional reading and/or learning material (mostly academic journal articles) will be published in the beginning of the study unit

Teaching methods

Online lectures, which will be recorded.
Online Open-book Exam
Self- (and peer) assessment

Employer connections

Visiting lecturers from tourism industry

Exam schedules

Online Open-book Exam can be renewed

International connections

There can be also international visiting lecturers

Evaluation scale

H-5

Assessment criteria, satisfactory (1)

Fail (0):
Student has failed to perform the required learning activities in the end of the study unit according to instructions.

Satisfactory (1-2):
Student has a satisfactory command of developing destination management related knowledge (DMO, strategic and quality planning, branding, marketing, digitalisation, experience design, PPP and competitiveness). Student has performed all the required learning activities, but shows very little analytical, reflective and critical approach in them.

Assessment criteria, good (3)

Good (3-4):
Student has a good command of developing destination management related knowledge (DMO, strategic and quality planning, branding, marketing, digitalisation, experience design, PPP and competitiveness). Student has performed all the required learning activities, and shows somewhat analytical, reflective and critical approach in most of them.

Assessment criteria, excellent (5)

Excellent (5):
Student has an excellent command of developing destination management related core knowledge (DMO, strategic and quality planning, branding, marketing, digitalisation, experience design, PPP and competitiveness). Student has performed all the required learning activities, and shows analytical, reflective and critical approach in all of them.