Tourism marketing

MTRME104 TOURISM MARKETING Task brief & rubrics

Task

Individually, write a report which summarizes how the COVID-19 pandemic (March 2020-ongoing) has affected consumer behavior in a chosen destination.

In this task, you should:

- Summarize how the destination has reacted to the outbreak of the pandemic, how they have implemented lockdown, and/or safety measures up to the date of delivering this task, and most importantly, how this crisis has been communicated to their targets.

- Explain which targets were prominent for the destination before the pandemic, and critically evaluate whether changes have occurred about those segments because of the pandemic.

- Analyze information on the thoughts, feelings and behaviors of the destination’s targets that might have affected how, when, and if they have changed their relationship to the destination.

(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 - At least use one official, scientifically based source regarding the advancement of the pandemic in the chosen destination. - Utilize at least two consumer analysis resources to identify customer behavior regarding the pandemic and the chosen destination. - 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 final exam will cover all units of the subject, from 1 to 3.

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, they should identify the key factors influencing consumer behavior in the travel industry, with the focus on destination management. Also, they should take into consideration the advanced explanations on consumer behavior regarding the combination of personal, psychological, social, and cultural aspects affecting the marketing environment.

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 (10) – Via Moodle (Turnitin). Sunday 5/12/21 23:59 CEST

Weight: This task is 60% of your total grade for this subject.

It assesses the following learning outcomes:

• Outcome 1: Understanding destination marketing management when applied to communicating a crisis to its targets. • Outcome 2: Identifying changes in visitors (customer behavior) in visiting destinations and which factors are affecting their decision-making. • Outcome 3: Using professional and updated tourism resources to report on customer behavior when affected by a disruptive event.

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.