Individually, draft a case study which presents how a destination has developed their marketing strategies to be marketable as sustainable.

MTRME104 TOURISM MARKETING Task brief & rubrics

Task

Individually, draft a case study which presents how a destination has developed their marketing management to be marketable as sustainable.

In this task, you should:

- Introduce the key current information that identifies the destination as a tourist attraction: location information, positioning factors, latest promotional

campaigns, key targets.

- Identify where and how it is implementing sustainability policies, and most importantly, how are these policies communicated to prospective targets.

- Summarize how this destination is fulfilling the communication of Sustainable Development Goals (SDGs) as presented by United Nation’s World

Tourism Organization (UNWTO).

(This is a time-controlled assignment. The destination will be presented to students once the task is uploaded to the Moodle. To prevent plagiarism and copy, a

different destination might be suggested to each individual student).

Besides the formal requirements such as cover, table of contents and references, this task should present:

- At least the use of one tourist intelligence sources regarding the current information on the destination

- The identification of the destination’s main website and official social media channels to identify the destination’s digital channels and latest campaigns.

- The information on SDGs as presented in UNWTO.

- The students are allowed to include images and infographics to better present the key information, provided the wordcount of 3000 words is respected.

Regarding the key topics, this midterm exam will cover units 1 to 2 of this subject.

The most important topic the students need to focus on are the fundamentals of up-to-date theories of tourism marketing, tourism experience, and the case

studies presented to that end in class. Besides, should identify the key factors influencing consumer behavior in the travel industry, with the focus on destination

management.

Formalities:

• Wordcount: 3000 words

• Cover, Table of Contents, References and Appendix are excluded of the total wordcount.

• Font: Arial 12,5 pts.

• Text alignment: Justified.

• The in-text References and the Bibliography must be in Harvard’s citation style.

Submission: Week (5) – Via Moodle (Turnitin). Sunday 31/10/21 23:59 CEST

Weight: This task is 40% of your total grade for this subject.

It assesses the following learning outcomes:

• Outcome 1: The ability to identify an assess a significant feature of modern tourism marketing as sustainability

• Outcome 2: The ability to apply the previous knowledge to a particular case study such a destination

• Outcome 3: The ability to apply the previous knowledge to the target or targets chosen for the analyzed destination.

• Outcome 4: The ability to contrast the case study with policy regarding SDGs.

Rubrics

Exceptional 90-100 Good 80-89 Fair 70-79 Marginal fail 60-69

Knowledge & Understanding

(20%)

Student demonstrates excellent understanding of key concepts and uses vocabulary in an entirely appropriate manner.

Student demonstrates good understanding of the task and mentions some relevant concepts and uses some relevant vocabulary.

Student understands the task and provides minimum theory and/or some use of vocabulary.

Student fails to include the key concepts or uses minimum amount of relevant vocabulary.

Application (30%) Student applies fully relevant knowledge from the topics delivered in class.

Student applies relevant knowledge from the topics delivered in class, though some aspect could be developed further.

Student applies some knowledge from the topics delivered in class, but some lacks or mistakes might appear.

Lacks or mistakes in applied knowledge abound and application is scarce.

Critical Thinking (30%)

Student critically assesses in excellent ways, drawing outstanding conclusions from relevant authors.

Student critically assesses in correct ways, drawing conclusions from relevant authors and references.

Student provides some insights but stays on the surface of the topic. References may not be relevant or are too scarce.

Student provides little or no critical thinking insights, does not quote appropriate authors, and does not provide valid sources.

Communication (20%)

Student communicates their ideas extremely clearly and concisely, respecting wordcount, grammar and spellcheck.

Student communicates their ideas clearly and concisely, respecting word count, grammar and spellcheck.

Student communicates their ideas with some clarity and concision, but there less or more words than required. Some misspelling errors may be evident.

Student communicates their ideas in a somewhat unclear and unconcise way, does not reach the wordcount, and spelling errors are evident.