Faculty of Business: Leisure, Sport and Tourism
Credit points: 6 cp

Subject level: Undergraduate

Result Type: Grade and marks

Requisite(s): 24108 Marketing Foundations AND 27184 Tourism and the Industry 1
These requisites may not apply to students in certain courses.
There are also course requisites for this subject. See access conditions.

Handbook description

This subject identifies and describes those characteristics of personal services that impact upon the formulation of marketing strategies and tactics. It examines approaches to the design, development and delivery of tourism services; describes and discusses pricing, communication, and distribution strategy options available to tourism services marketers; identifies factors impacting upon market selection, positioning, and demand management within tourism firms; and discusses approaches to organisational design consistent with the achievement of a marketing orientation within tourism firms. The analysis of case-specific data relating to tourism industry marketing practices is a central aspect of this subject.

Subject objectives/outcomes

On successful completion of this subject students should be able to:

1. Describe the environmental and industrial context in which the marketing of tourism services and tourist destinations takes place.
2. Examine the characteristics of tourism services and tourist destinations that are impacted upon by marketing activity.
3. Describe the broad characteristics of inbound, outbound, and domestic tourism markets and approaches to segmenting, and positioning in, these markets.
4. Discuss the application of strategic marketing planning in the context of tourism firms/organisations and tourist destination regions.
5. Review case specific data relating to tourism firms and tourist destinations and generate appropriate strategic marketing responses.

Contribution to graduate profile

This subject is a core unit for students in the Bachelor of Management in Tourism and Bachelor of Management in Tourism and Hospitality. It examines the application of the marketing concepts and practices students were exposed to in the subject Marketing Foundations (241080) within the context of tourism firms/organisations and tourist destinations. Additionally, this subject draws on the understanding of the tourism industry and the elements that go to make up functioning tourism systems for inbound, outbound and domestic tourist markets provided in the subjects Tourism and the Industry 1 and 2, focusing particularly on the factors that influence supply and demand at the micro- and macro-level.

Teaching and learning strategies

Teaching and learning strategies include formal lectures and tutorials in addition to several discussions and support though UTS Online. Guest lectures and current case studies will also be used to demonstrate the application of tourism marketing theory and concepts.

Content

• The tourism marketing environment
• Tourist and industrial markets
• Strategic considerations in tourism marketing
• The tourism product
• Pricing tourism services
• Promoting tourism services and destinations
• Distribution of tourism services
• Case studies in tourism services and destination marketing.

Assessment

Product Analysis Exercise (Individual)	25%
This addresses objectives 2-4.
Strategic Marketing Case Study and Presentation (Group)	30%
This addresses objectives 1 and 3-5.
Final Examination (Individual)	45%
This addresses objectives 1, 2 and 5.

Examinations will be conducted under University examination conditions. The Product Analysis Exercise and the Strategic Marketing Case Study are inter-related and have to be based on a real-life tourism product and/or organisation. As such the currency of the facts and strategies reported and analysed in both assessments will be a key basis for the awarding of a grade.

Recommended text(s)

Lovelock, C. H., Patterson, P. G. and Walker, R. H. (2004). Services Marketing: an Asia-Pacific and Australian Perspective, 3rd edition. Sydney: Pearson Education.

Indicative references

Buhalis, D. and Laws, E. (2001). Tourism Distribution Channels: Practices, Issues and Transformations. New York: Continuum International.

Chon K. S., Inagaki, T. and Ohashi, T. (eds) (2000). Japanese Tourists: Socio-Economic, Marketing and Psychological Analysis. New York: Haworth.

Crotts, J., Buhalis, D. and March, R. (eds) (2000). Global Alliances in Tourism and Hospitality Management. New York: Binghamton.

Middleton, V. and Clarke, J. (2001). Marketing in Travel and Tourism. Oxford: Butterworth- Heinemann.

Morgan, N., Pritchard, A. and Pride, R. (eds) (2001). Destination Branding; Creating the Unique Destination Proposition Boston: Butterworth-Heinemann.