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This course emphasises on using research to address tourism, hospitality and event issues related to the development and marketing of New Zealand as a tourism destination. Building on the introductory notions of marketing research in MKTG202 and tourism in MKTG240, this course further develops students' skills in applying research methods to investigate contemporary tourism issues in New Zealand. Through an applied project from the industry, students will complete an investigation of a current and relevant tourism issue. The course includes a series of workshops on tourism research methods and project management skills. Topics covered in this course include problem formulation and research design; research implementation; data collection and analysis and results interpretation; evaluation; and application.
The estimated workload breakdown for MKTG341 is: Lectures and meetings 24Individual Assignment (Metrics) 36Group or Individual Interim Report 34Group or Individual Final Report 20Lecture and Meeting Preparation 36Total 150 hours
The objectives of the course are:LO1: Identify a research question suitable for exploration.LO2: Plan a programme of research using a suitable research methodology.LO3: Produce an applied destination research report which demonstrates they can:locate, use and refer to primary and secondary sources relevant to the topic;synthesise information from a number of different sources to construct their own understanding and/or shape their own viewpoint;critically evaluate information and/or formulate and test arguments;provide an appropriate answer to their identified research question;write clearly in a manner that follows a standard academic writing format;present information using a clear and logical structure; andconstruct a bibliography following the APA7-style formatting requirements.LO4: Demonstrate satisfactory written and oral communication skills.Have improved independent research, critical analysis, and written communication skills.
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.
Engaged with the community
Students will have observed and understood a culture within a community by reflecting on their own performance and experiences within that community.
Students will comprehend the influence of global conditions on their discipline and will be competent in engaging with global and multi-cultural contexts.
Students must attend one activity from each section.
Handbook of research methods for tourism and hospitality management
Edward Elgar Publishing, 2018.
Dwyer, Larry. , Gill, Alison, Seetaram, Neelu;
Handbook of research methods in tourism : quantitative and qualitative approaches
Edward Elgar, 2012.
Hall, Colin Michael;
Fieldwork in tourism : methods, issues and reflections
Ritchie, Brent W. , Burns, Peter, Palmer, Catherine;
Tourism research methods : integrating theory with practice
CABI Pub., 2005.
Note: the above texts are all available via the UC library in eBook format.Other highly recommended readings are available through the library. Readings and course content with identified essential and further reading are also available online on LEARN during the course. It is essential that students consult LEARN regularly for information with respect to readings and tasks that are essential to passing the course and will be assumed to have been read for the semester class test. Students will also be expected to do their own literature research in addition to readings provided. In addition extensive use will also be made of publication links, websites and streaming video via Learn.
Domestic fee $868.00
International fee $4,075.00
* 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