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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 objectives of the course are:1. A critical understanding of macro-marketing concepts and their relevance to tourism businesses, destinations, and markets and to the broader society. 2. An understanding of the nature of the tourism marketing systems within New Zealand and beyond.3. An ability to apply tourism macro-marketing concepts to analyse tourism and hospitality issues and generate and reflect on potential solutions. 4. A critical understanding of the relevance of biculturalism to the business of tourism in Aotearoa New Zealand.
(1) MKTG100; and (2) A further 45 points at 200-level or above.
Students must attend one activity from each section.
Lectures for MKTG317-24S2 are recorded using the ECHO360 lecture recording system.
This course involves an in-class test, and completing a project on a particular macro-marketing issue and tourism policy affecting a specific location in Aotearoa New Zealand. Working individually, students will select and critique a proposed or existing tourism policy in Aotearoa New Zealand. Thereafter, students will analyse how the selected tourism policy might impact a destination and/or sector of the local tourism industry. Students will undertake research related activities to complete the 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.
Cohen, Scott A. et al;
Understanding and Governing Sustainable Tourism Mobility : Psychological and Behavioural Approaches
Taylor and Francis, 2014.
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.
The list of required readings is included in the class schedule. Additionally, highly 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 the three recommended books above are available online via the library.
Domestic fee $893.00
International fee $4,200.00
* 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