Overview
This unit focuses on assessing tourism demand to design satisfying tourism experiences for multiple target audiences. This unit provides you with an understanding of key operational functions of the tourism industry such as travel distribution systems and segmentation approaches to identifying various tourism market segments. In addition, you will learn how to plan and compile a tourism market research report which will develop your ability to source, identify, summarise and integrate relevant data to inform destination marketing and management decisions. You will also learn how to use data and analytics to gain insights into tourists’ needs and expectations.
Details
Pre-requisites or Co-requisites
There are no requisites for this unit.
Important note: Students enrolled in a subsequent unit who failed their pre-requisite unit, should drop the subsequent unit before the census date or within 10 working days of Fail grade notification. Students who do not drop the unit in this timeframe cannot later drop the unit without academic and financial liability. See details in the Assessment Policy and Procedure (Higher Education Coursework).
Offerings For Term 1 - 2020
Attendance Requirements
All on-campus students are expected to attend scheduled classes – in some units, these classes are identified as a mandatory (pass/fail) component and attendance is compulsory. International students, on a student visa, must maintain a full time study load and meet both attendance and academic progress requirements in each study period (satisfactory attendance for International students is defined as maintaining at least an 80% attendance record).
Recommended Student Time Commitment
Each 6-credit Undergraduate unit at CQUniversity requires an overall time commitment of an average of 12.5 hours of study per week, making a total of 150 hours for the unit.
Class Timetable
Assessment Overview
Assessment Grading
This is a graded unit: your overall grade will be calculated from the marks or grades for each assessment task, based on the relative weightings shown in the table above. You must obtain an overall mark for the unit of at least 50%, or an overall grade of ‘pass’ in order to pass the unit. If any ‘pass/fail’ tasks are shown in the table above they must also be completed successfully (‘pass’ grade). You must also meet any minimum mark requirements specified for a particular assessment task, as detailed in the ‘assessment task’ section (note that in some instances, the minimum mark for a task may be greater than 50%). Consult the University’s Grades and Results Policy for more details of interim results and final grades.
All University policies are available on the CQUniversity Policy site.
You may wish to view these policies:
- Grades and Results Policy
- Assessment Policy and Procedure (Higher Education Coursework)
- Review of Grade Procedure
- Student Academic Integrity Policy and Procedure
- Monitoring Academic Progress (MAP) Policy and Procedure – Domestic Students
- Monitoring Academic Progress (MAP) Policy and Procedure – International Students
- Student Refund and Credit Balance Policy and Procedure
- Student Feedback – Compliments and Complaints Policy and Procedure
- Information and Communications Technology Acceptable Use Policy and Procedure
This list is not an exhaustive list of all University policies. The full list of University policies are available on the CQUniversity Policy site.
Feedback, Recommendations and Responses
Every unit is reviewed for enhancement each year. At the most recent review, the following staff and student feedback items were identified and recommendations were made.
Feedback from Student evaluation survey
No feedback to be reported, since there are no data on the satisfaction scores visible to the UC. This is common in units with low enrollments to ensure the anonymity of the student evaluation process.
Continue unit as is currently run.
- Critically examine the key operational functions of the travel distribution system
- Examine the role of positioning to promote tourism experiences in line with current market trends and effective segmentation strategies
- Review and evaluate tourism marketing strategies based on tourists’ needs and expectations
- Develop analytical skills required in designing new tourism experiences
- Plan and develop a tourism market research report for a new tourism market segment.
Alignment of Assessment Tasks to Learning Outcomes
Assessment Tasks | Learning Outcomes | ||||
---|---|---|---|---|---|
1 | 2 | 3 | 4 | 5 | |
1 - Practical Assessment - 40% | |||||
2 - Report - 60% |
Alignment of Graduate Attributes to Learning Outcomes
Graduate Attributes | Learning Outcomes | ||||
---|---|---|---|---|---|
1 | 2 | 3 | 4 | 5 | |
1 - Communication | |||||
2 - Problem Solving | |||||
3 - Critical Thinking | |||||
4 - Information Literacy | |||||
5 - Team Work | |||||
6 - Information Technology Competence | |||||
7 - Cross Cultural Competence | |||||
8 - Ethical practice | |||||
9 - Social Innovation | |||||
10 - Aboriginal and Torres Strait Islander Cultures |
Alignment of Assessment Tasks to Graduate Attributes
Assessment Tasks | Graduate Attributes | |||||||||
---|---|---|---|---|---|---|---|---|---|---|
1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | |
1 - Practical Assessment - 40% | ||||||||||
2 - Report - 60% |
Textbooks
Tourism Marketing for Small Business
Edition: 1st (2018)
Authors: Steven Pike
Goodfellow Publishers Ltd
Oxford Oxford , United Kingdom
ISBN: 978-1-911396-35-2
Binding: Paperback
IT Resources
- CQUniversity Student Email
- Internet
- Unit Website (Moodle)
- Microsoft Excel
All submissions for this unit must use the referencing style: American Psychological Association 6th Edition (APA 6th edition)
For further information, see the Assessment Tasks.
a.pabel@cqu.edu.au
Module/Topic
Chapter
Chapter 1
Events and Submissions/Topic
Module/Topic
Destination marketing organisations and tourism distribution
Chapter
Chapters 2 & 13
Events and Submissions/Topic
Module/Topic
Tourism consumer behaviour and designing tourism experiences
Chapter
Chapters 3 & 6
Events and Submissions/Topic
Module/Topic
Tourism marketing planning and research
Chapter
Chapters 4 & 5
Events and Submissions/Topic
Module/Topic
Using MS Excel for research purposes
Chapter
Dataset provided on Moodle
Events and Submissions/Topic
Module/Topic
Chapter
Events and Submissions/Topic
Module/Topic
Tourism market trend analysis
Chapter
Readings and exemplars on Moodle
Events and Submissions/Topic
Module/Topic
Tourism branding
Chapter
Events and Submissions/Topic
Module/Topic
Promoting tourism to consumers
Chapter
Chapter 9
Events and Submissions/Topic
Module/Topic
Pricing tourism services and performance measurement
Chapter
Chapters 8 & 14
Events and Submissions/Topic
Module/Topic
Digital and social media in tourism
Chapter
Chapter 10
Events and Submissions/Topic
Module/Topic
Tourism public relations and publicity
Chapter
Chapter 11
Events and Submissions/Topic
Module/Topic
Customer relationship management in tourism
Chapter
Chapter 12
Events and Submissions/Topic
1 Practical Assessment
This assessment task requires you to analyse raw tourism data (Excel spreadsheet provided on Moodle) to develop a tourism barometer based on visitors to the Tropical North Queensland (TNQ) region. Barometers are documents aimed at monitoring the short-term visitor trends in certain regions and are frequently updated to provide tourism stakeholders with relevant and timely information. There is no defined word limitation set for this assessment task, however the tourism barometer should not exceed 3 pages in lengths (not including the title page). You are required to use MS Excel for data analysis. Tuition on how to use and apply MS Excel for research purposes will be provided in class.
The barometer should include the following sections:
Title page: The title page will include the title of your assessment, your name, student ID, lecturer/tutor name, and unit name and code.
Introduction: The introduction should present a brief outline of the region and the aim(s) and structure of the barometer should be presented. The introduction should also introduce the type of data used and the sample size.
Visitor profile: The focus here will be on presenting socio-demographic information about the sample. A profile then needs to be outlined in such a way to give readers of the barometer a better understanding as to who is visiting the TNQ region. Focus on demographic information such as gender, age, education, occupation, and origin by key domestic and international market segments.
Visitor behaviour: Information about visitors' behaviour while travelling in the region. Provide information on repeat vs first-time visitation, where visitors spend most of their time in the TNQ region, what accommodation they used, their travel composition (i.e. couples, family, alone), their average length of stay, and the main sources of information.
Travel motivations: Outline the top 10 motivational factors for visiting the TNQ region.
Satisfaction rating: Provide a statement on how visitors to the TNQ region rated their stay.
Presentation: The barometer needs to be clear, concise and well-structured with appropriate use of figures and tables using the data to justify any of your explanations. Professional structure, guiding the reader through a logical analysis, i.e. use of headings and sub-headings. Language used, sentence construction, grammar and spelling are very professional with no easily discernible errors.
Please upload the assessment through the appropriate TOUR13003 Moodle submission link. Each assessment must be uploaded as a .doc or .docx file (word file). Any assessment with a ‘Turnitin’ similarity score of more than 25% will be checked by the marker for plagiarism although it may not necessarily mean that you have plagiarised. If there is a substantial similarity score in the ‘Turnitin’ report, your assessment could be forwarded to an appropriate office/authority for review.
Penalties apply for late submission (5% mark will be deducted from the total mark for the assessment per day unless an approved extension has been granted).
Week 7 Wednesday (29 Apr 2020) 11:55 pm AEST
Week 9 Wednesday (13 May 2020)
Below is a brief assessment criteria. A more detailed marking rubric is provided on Moodle.
- Introduction
- Visitor profile
- Visitor behaviour
- Travel motivations
- Satisfaction rating
- Presentation of barometer
- Critically examine the key operational functions of the travel distribution system
- Review and evaluate tourism marketing strategies based on tourists’ needs and expectations
- Develop analytical skills required in designing new tourism experiences
- Communication
- Problem Solving
- Critical Thinking
- Information Literacy
- Team Work
- Information Technology Competence
- Cross Cultural Competence
2 Report
This assessment task requires you to investigate market demand for a current tourism trend. The report will develop your ability to source, summarise, and integrate relevant information sources for better destination marketing and management decisions. There are three options to choose from:
Option 1: people “holidaying” overseas for (more affordable) cosmetic surgery;
Option 2: the “experiential travel trend”, i.e. experience seekers who venture beyond the beaten tourist path looking for authentic local experiences;
Option 3 provides the flexibility of developing a tourism market research report on a current tourism trend that interests you, i.e. culinary tourism, citizen science in marine tourism, etc. If you choose option 3 then you must gain approval from your local lecturer/tutor (on-campus students) or from the unit coordinator (distance students).
This is an individual assessment with a maximum length of 2,000 words. Your assessment should be an application of relevant tourism concepts learnt in the unit. The tourism market research report should include the following sections:
Title page: The title page will include the title of your assessment, your name, student ID, lecturer/tutor name, and unit name and code.
Executive summary: The executive summary should not read like an essay. You need to highlight only critical aspects from your tourism market research report. You should provide a brief outline of your chosen trend, particulars about your chosen key target market segment and identification of future product development opportunities and threats. Use of sub-headings, dot or bullet points is recommended to better present the required information.
Table of contents: The table of contents will present each section of the report, including sub-headings, with their appropriate page number(s). Sections should be numbered with page number (e.g. 1.0 Introduction on page 1). Pages prior to the introduction should use lower case Roman numerals such as i, ii, iii, iv.
Introduction: The introduction should present a brief outline of the chosen trend. This includes a discussion on what market dynamics drive this particular trend (i.e. advances in technology) and the potential size of the market. In addition, the structure of the report should be presented.
Background and target audience analysis: This section focuses on presenting information about your chosen trend. What market segments are attracted to this type of trend? If you chose option 1 or 2, then it is expected you research the tourism literature to better understand who is likely to have an interest in such a product/experience. A profile then needs to be outlined that gives the reader of your tourism market research report a better understanding as to who will be attracted to such an experience. Market segmentation involves using market research to identify the business's ideal target market and customer. Consider market segmentation according to demographic, psychographic, socioeconomic and geographic customer characteristics (see page 115 of the textbook). Use of additional sources of information to help support the discussion is expected.
Travel behaviour: This section focuses on the travel behaviour of your identified target market segment. You are required to research the current tourism literature on your segment’s motivations to travel, their potential travel expenditure, and their preferred travel information sources.
Identification of future product development opportunities: Based on the information reported in the previous sections, identify three to five opportunities and/or threats for future product developments based on your chosen tourism trend. This section can include a discussion on primary and secondary activity participation of your target market segment, and information on required tourism facilities, marketing, advertising and product promotion.
Conclusion: In your opinion, why do you think your chosen option will be a successful tourism product/experience in the future? Briefly outline the target audience, key points about their travel behaviour and any identified future product development opportunities (or threats) to explain your answer.
Evidence of research: The quality and integration of research in the write-up to support key points. A minimum of 10 references should be used in the Tourism Market Research Report. This should include theoretical and empirical research findings from a combination of academic journals and textbooks. Any website which is used to find statistical information is also considered as part of evidence of research. Useful websites include Australian Bureau of Statistics, Tourism Research Australia, Tourism Australia and any state or commonwealth authority website.
Referencing: APA referencing conventions.
Presentation: Professional structure, guiding the reader through a logical analysis, i.e. use of headings and sub-headings. Language used, sentence construction, grammar and spelling are very professional with no easily discernible errors.
Please note that the word count (2,000 words) will be taken from the first word of the introduction to the last word of the conclusion. It will not include the title page, executive summary, table of contents, reference list and any tables or appendices (if you have any).
The assessment should be submitted online through the TOUR13003 Moodle site. All reports will be checked by ‘Turnitin’ to compare the report to other sources and will provide students and lecturers with a similarity score for the report. Reports with a similarity score index of more than 25% will be checked for plagiarism by the marker (although it may not necessarily mean that the student has plagiarised).
Week 12 Wednesday (3 June 2020) 11:55 pm AEST
Exam Week Wednesday (17 June 2020)
Grades will be released on the official Certification of Grades date.
Below is a brief assessment criteria. A more detailed marking rubric is provided on Moodle.
- Executive summary
- Introduction
- Background and target audience analysis
- Travel behaviour
- Future product development opportunities
- Conclusion
- Evidence of research and referencing
- Presentation
- Critically examine the key operational functions of the travel distribution system
- Examine the role of positioning to promote tourism experiences in line with current market trends and effective segmentation strategies
- Review and evaluate tourism marketing strategies based on tourists’ needs and expectations
- Develop analytical skills required in designing new tourism experiences
- Plan and develop a tourism market research report for a new tourism market segment.
- Communication
- Problem Solving
- Critical Thinking
- Information Literacy
- Information Technology Competence
- Cross Cultural Competence
- Ethical practice
As a CQUniversity student you are expected to act honestly in all aspects of your academic work.
Any assessable work undertaken or submitted for review or assessment must be your own work. Assessable work is any type of work you do to meet the assessment requirements in the unit, including draft work submitted for review and feedback and final work to be assessed.
When you use the ideas, words or data of others in your assessment, you must thoroughly and clearly acknowledge the source of this information by using the correct referencing style for your unit. Using others’ work without proper acknowledgement may be considered a form of intellectual dishonesty.
Participating honestly, respectfully, responsibly, and fairly in your university study ensures the CQUniversity qualification you earn will be valued as a true indication of your individual academic achievement and will continue to receive the respect and recognition it deserves.
As a student, you are responsible for reading and following CQUniversity’s policies, including the Student Academic Integrity Policy and Procedure. This policy sets out CQUniversity’s expectations of you to act with integrity, examples of academic integrity breaches to avoid, the processes used to address alleged breaches of academic integrity, and potential penalties.
What is a breach of academic integrity?
A breach of academic integrity includes but is not limited to plagiarism, self-plagiarism, collusion, cheating, contract cheating, and academic misconduct. The Student Academic Integrity Policy and Procedure defines what these terms mean and gives examples.
Why is academic integrity important?
A breach of academic integrity may result in one or more penalties, including suspension or even expulsion from the University. It can also have negative implications for student visas and future enrolment at CQUniversity or elsewhere. Students who engage in contract cheating also risk being blackmailed by contract cheating services.
Where can I get assistance?
For academic advice and guidance, the Academic Learning Centre (ALC) can support you in becoming confident in completing assessments with integrity and of high standard.