18 Jun ANALYSE THE NUMBER AND QUALITY OF PRIMARY, SECONDARY AND TERTIARY ATTRACTIONS IN THE DESTINATION.
his assignment requires students to describe and analyse the tourism infrastructure of a selected destination with emphasis on:
Transport services including access, access from the gateway point to the main attractions of the destination and overall coverage of the destination. This would include an assessment of the adequacy of road, rail and air links to, from and within the destination. The assessment should cover the ability of the destination’s infrastructure to cope with current and projected future tourist demand.
Describe and analyse the tourist accommodation options in terms of quality, quantity, value for money in relation to perceived competitor destinations and the mixture offerings in relation to profile of the tourists who visit the destination.
Analyse the number and quality of primary, secondary and tertiary attractions in the destination. How do they rate in terms of AIDA (Awareness, Interest, Demand , Action) , Does the destination have sufficient attractions to keep tourists interested in staying ? How well are attractions marketed in this destination to the prospective source markets.
This assignment asks students to assess the relationship between the destination management /marketing organisation and the three key sectors of tourism (transport, accommodation and attractions.) To what extent, if any, is there a collaborative relationship between the DMO and the sectors. Are there any conflicts between them and if so what effect does this have on tourism? To what extent is the destination and the transport, accommodation and attraction business within it committed to sustainability, Does the regulatory environment in the destination support, restrict or hamper tourism development in the transport, accommodation and attraction sectors?
In your analysis each group needs to establish the extent to which transport accommodation and attractions meet or exceed the carrying capacity for the demographic mix of domestic and international tourists.
In this assignment each group needs to establish the core and secondary attractions of your chosen destination. You need to determine the extent to which the mix of accommodation is appropriate for the tourists the destination seeks to attracts. Abu Dhabi learned this hard way in 2009-10 when they only offered 5 star hotels for which there was minimal demand during the Global Financial Crisis. To what extent does the transport infrastructure meet the needs of tourists.
Division of Labour within the group
As a group assignment there is a lot to cover: I would suggest that one group member focus on transport, one on accommodation and one on attractions with the fourth member focussing on linking all three sectors to the destination.
The Destination Choice
Choosing a destination is vital for this assignment. Unless you are focussing on a geographically very small country like Singapore, Monaco or Dubai you should focus your sights on a city or defined region. If we use an Australian context it would be valid to do assignments on either the Gold Coast or Sunshine Coast, Cairns, Darwin or Alice Springs. Don’t even think of trying to do destination Australia or even one of the states. Consult with your tutor on your destination choice.
In a New Zealand context you may look at Auckland or Wellington, Queenstown, Christchurch/Cantebury.
You only have a limited time to do this assignment and to cover the destination properly it is best to keep it small and manageable.
Information sources
Web sites are great but do not rely wholly and solely on destination websites, unless you want to fail. In addition to extensive reading from books, journal articles and media reports you can talk to people who either market the destinations or work in companies which service the destination. Primary research is a great way to gain insights and if the information you gain from speaking to good sources of information enhances your report you will also gain many marks.
Presenting in Class
Each group will make a presentation in class on October 5. We intend to get this done in one go to avoid the irritating situation of students trying to wangle the last week of two weeks of presentations. There will be no two weeks of presentation. This means time to present will be limited and once your time is up, that’s it. Rightly or wrongly, it works exactly that way in the business world, so get used to it.
You will have a maximum of 10 slides in a presentation and while you are welcome to use You Tube remember your total presentation time is 8 minutes. If you don’t finish in that time, it’s your problem. I would advise each group to rehearse your presentation so you fit it within 8 minutes. If you think it sounds mean I ran over 150 travel industry functions in which as many as 25 companies were required to complete presentations in the time allotted to our tutorial.
Please be aware of my two pet hates in student presentations. I suspect you probably hate them as much I do.
People who read their part of the presentation from big pieces of paper which hide their face.
Students who read from their power point presentation, especially those who turn their back to the audience to read the screen.
Groups who present using these methods are guaranteed poor marks for presentations,
The written report
Max length 3,000 words report format. Please make sure that it indicates the contribution of each group member. If it is found that one or group members made little or no contribution their mark will be lower than the group members who did make a useful contribution.
I attach the UTS guide to assignments to assist all of you. Hard copy reports are to be submitted to your tutor in calls on 12 October also submitted on Turn it In.
Consultation with your Tutor
Although I (David) am not your tutor, you are welcome to consult with me about your group assignments. I am happy to help and the best time to do so is during the non-teaching week. I am happy to see students at any time when I am not lecturing or teaching. Monday, Tuesday and Thursday are great days. Naturally as Richard is your tutor you should try and arrange a time to meet with him although he is not on campus as much as I am. Whatever you do in relation to this assignment please ensure Richard is informed.
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