MKTG317-22S2 (C) Semester Two 2022

Sustainable Tourism Enterprises and Destinations

15 points

Start Date: Monday, 18 July 2022
End Date: Sunday, 13 November 2022
Withdrawal Dates
Last Day to withdraw from this course:
  • Without financial penalty (full fee refund): Sunday, 31 July 2022
  • Without academic penalty (including no fee refund): Sunday, 2 October 2022


This course offers an overview of macro marketing perspectives of sustainable tourism enterprises and destinations. The course prepares students for an in-depth understanding of how tourism marketing impacts and is impacted by the broader tourism system. Organisational and individual behaviours are discussed as well as mechanisms to enable sustainable tourism enterprises and destinations.

The estimated workload breakdown for MKTG317 is:
Lectures 20 hours
Class Activities 4 hours
Case Study Preparation 48 hours
Macromarketing Project Preparation 32 hours
Lecture Preparation 46 hours
Total 150 hours

Learning Outcomes

  • The objectives of the course are:
  • A critical understanding of macro-marketing concepts and their relevance to tourism businesses, destinations, and markets and to the broader society.
  • An understanding of the nature of the tourism marketing systems within New Zealand and beyond.
  • An ability to apply tourism macro-marketing concepts to analyse tourism and hospitality issues and generate and reflect on potential solutions.
  • A critical understanding of the relevance of biculturalism to the business of tourism in Aotearoa New Zealand.

    Learning Objectives, BCom
  • Students have an in-depth understanding of their majoring subject and are able to critically evaluate and, where applicable, apply this knowledge to topics/issues within the discipline.
  • Students have a broad understanding of the key domains of commerce.
  • Students will develop key skills and attributes sought by employers which can be used in a range of applications.
  • Students will be aware of and understand the nature of biculturalism in Aotearoa New Zealand, and its relevance to their area of study and/or their degree.
  • Students will comprehend the influence of global conditions on their discipline and will be competent in engaging with global and multi-cultural contexts.

    For quality assurance purposes the School is required to hold on record a number of assessment pieces as examples of differing standards of work. If you have any objections to the school holding your assessment for this purpose then email the course coordinator to ensure your assignment is not used for this purpose.
    • University Graduate Attributes

      This course will provide students with an opportunity to develop the Graduate Attributes specified below:

      Critically competent in a core academic discipline of their award

      Students know and can critically evaluate and, where applicable, apply this knowledge to topics/issues within their majoring subject.

      Employable, innovative and enterprising

      Students will develop key skills and attributes sought by employers that can be used in a range of applications.

      Biculturally competent and confident

      Students will be aware of and understand the nature of biculturalism in Aotearoa New Zealand, and its relevance to their area of study and/or their degree.

      Globally aware

      Students will comprehend the influence of global conditions on their discipline and will be competent in engaging with global and multi-cultural contexts.


(1) MKTG100; and (2) A further 45 points at 200-level or above.

Timetable Note

Lectures for MKTG317-22S2 are recorded using the ECHO360 lecture recording system.

Course Coordinator / Lecturer

Richard Aquino


Assessment Due Date Percentage  Description
Class Activities 20% 18 July - 21 October 2022
Case Study: In-Class Presentation 22 Aug 2022 15% Case Study: In-Class Presentation
Case Study: Written Report 26 Aug 2022 35% Case Study: Written Report
Tourism Macromarketing Project 21 Oct 2022 30% Tourism Macromarketing Project

This course involves writing a case study of tourism businesses and organisations, and completing a project on a particular macro-marketing issue affecting a specific location in Aotearoa New Zealand. Students will select and explore sustainable tourism initiatives and practices of tourism businesses and organisations in Aotearoa New Zealand. Students will be given a tourism macromarketing project, which may include evaluating an existing tourism policy or an applied consultancy project. Students will undertake research related activities to complete the case study and macromarketing project. Apart from demonstrating critical understanding of how macro-marketing and tourism policy may create sustainable tourism enterprises and destinations, students will need to show that they understand the relevance of biculturalism in the context of their area of study, and that they have applied perspectives of mana whenua.

Weightings and descriptions of the various pieces of assessment are as follows:

Class Activities (20%) due in class or via LEARN between 18 July – 21 October 2022
Students will engage in class activities based on weekly course material. The activities will include practical application of concepts, research planning, reflection notes, and supplementary activities supporting other course assessments presented below. Each class activity is worth 5% and will be announced in class each week.

Case Study: In-Class Presentation (15%) due via LEARN by 5pm, 22 August 2022
Each pair of students will present the key findings of their case studies in-person/class. The presentation should be professional, and should outline the following: a description of the case (a tourism enterprise or organisation), the research conducted, key findings of the research, and implications or suggestions for moving forward. Students will submit a PowerPoint file of their presentation.

Case Study: Written Report (35%) due via LEARN by 5pm, Friday 26 August 2022
Each pair of students will write a case study of a tourism enterprise or organisation that engage in sustainable tourism practices during and post-COVID-19 in Aotearoa New Zealand. Based on primary research (e.g., interviews), students will inquire: (1) creative ways tourism operators are advocating for sustainable tourism; (2) imaginative ways businesses have engaged with visitors during the pandemic; (3) suggestions for ways businesses could engage with returning international visitors post-pandemic; and (4) how the future of tourism and the visitor economy landscape can be reshaped, as a result. The case study should be written between 1,500 and 2,000 words (excluding references), outlining the key findings of the research.

Tourism Macromarketing Project (30%) due via LEARN by 5pm, Friday 21 October 2022
Working in groups, students will investigate a tourism and macromarketing issue in Aotearoa New Zealand. This project is based on primary and/or secondary research, and can either be an applied consultancy project or a conceptual research report (more information about topics and issues will be given during the semester). At the end of the semester, student groups will submit a written report (2,500–3,000 words) outlining their findings, analysis, and recommendations.

Assessment In Te Reo Māori
In recognising that Te Reo Māori is an official language of New Zealand, the University provides for students who may wish to use the Te Reo Māori in their assessment. If you intend to submit your work in Te Reo Māori you are required to do the following:

Read the Assessment in Te Reo Māori Policy and ensure that you meet the conditions set out in the policy. This includes, but is not limited to,
informing the Course Coordinator 1) no later than 10 working days after the commencement of the course that you wish to use Te Reo Māori and 2) at least 15 working days before each assessment due date that you wish to use Te Reo Māori.

Textbooks / Resources

Recommended Reading

Fennell, David A. , Cooper, Chris; Sustainable tourism : principles, contexts and practices ; Channel View Publications, 2020.

Hall, Colin Michael,1961- , Prayag, Girish, Amore, Alberto; Tourism and resilience :individual, organisational and destination perspectives ; Channel View Publications, 2018.

Spenceley, Anna , Edward Elgar Publishing; Handbook for sustainable tourism practitioners : the essential toolbox ; Edward Elgar Publishing, 2021.

A list recommended readings and other tasks will be distributed weekly via links on the lecture slides. It is essential that students regularly consult both LEARN and the lecture slides for information about readings and other tasks that are necessary to pass the course. In addition to academic sources, extensive use will be made of news articles, case studies, and online videos. Students will also be expected to conduct their own literature searches to identify, understand, critique, and apply relevant materials.

There is no prescribed textbook, but recommended books and databases (available online via the library)

CABI Tourism Cases (


Class Representative
A class representative may be asked to volunteer in the first few weeks of class. Any problems with the course can be raised with the class rep. Their email can be found at UCSA The class representative will take up any issues raised by class members with the lecturer concerned as they occur.

Departmental Academic Policies
The Department assumes that you have read this document.

You should also read the General Course and Examination Regulations

Dishonest Practice
The University of Canterbury considers cheating and plagiarism to be serious acts of dishonesty.  All assessed work must be your own individual work unless specifically stated otherwise in the assessment guidelines. Material quoted from any other source must be clearly acknowledged. You must not copy the work of another person (student or published work) in any assessment including examinations, tests and assignments. Any person, who is found to have copied someone else's work, or to have allowed their work to be copied, will receive a fail grade for that piece of assessment and may face disciplinary action which may lead to a fine, community service or exclusion from the university.

IMPORTANT: Where there are concerns regarding the authorship of written course work, a student can be required to provide a formal, oral explanation of the content of their work.

Citations and referencing

Indicative Fees

Domestic fee $845.00

International fee $3,975.00

* All fees are inclusive of NZ GST or any equivalent overseas tax, and do not include any programme level discount or additional course-related expenses.

For further information see Management, Marketing and Tourism .

All MKTG317 Occurrences

  • MKTG317-22S2 (C) Semester Two 2022