Tourism Marketing and Management

Learning Outcomes

• This course aims to provide a comprehensive framework for understanding the effects of tourism development at various scales ranging from the destination through to the individual and the tourism marketing and management response. Examples will be provided from both New Zealand and internationally. Where possible examples will be provided from Christchurch and the wider Canterbury region. Attention is given to the understanding of key concepts in the tourism studies field including the tourism system, accessibility, seasonality, behavioural interventions, place marketing and promotion, tourism development, sustainable tourism, and the construction of the tourism experience. The course also aims to provide students with tools for critical analysis of activities within the tourism sector with respect to marketing and promotion strategies and emerging issues related to the externalities of tourism development, including sustainable development and consumption, “overtourism” and global environmental change.
  
  Upon completion of this course students should be able to:
  
  
• Appreciate the significance of concepts of tourism and temporary mobility for understanding contemporary tourism phenomena in New Zealand and internationally.
  
• Understand tourism development processes and their externalities in different environmental contexts.
  
• Understand the role that marketing can potentially play in managing the multiple dimensions of the tourism product.
  
• Critically evaluate destination, tourism business and attraction marketing strategies from the perspective of sustainability.
  
• Have improved independent research, critical analysis, and written communication skills.
  
  
  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.
  
  
  The UN Sustainable Development Goals
  
  In September 2015, the General Assembly adopted the 2030 Agenda for Sustainable Development that includes 17 Sustainable Development Goals (SDGs). The course directly addresses a number of the UN Sustainable Development Goals as well as the overall value of the SDGs. It addresses the following SDGs in particular:
  
  Goal 1: No poverty (examines the employment and economic role of tourism and the issue of seasonality)
  
  Goal 5: Gender equality (discusses issues of gender in tourism with respect to tourist roles and employment)
  
  Goal 6: Clean water and sanitation (examines issues of waste management in tourism and hospitality, and impact of cruise ships)
  
  Goal 8: Decent work and economic growth (examines the employment and economic role of tourism and the issue of seasonality)
  
  Goal 9: Industry, Innovation, and Infrastructure (the course examines the sustainability of tourism overall as well as specific sub-sectors)
  
  Goal 10: Reducing inequalities (examines the employment and economic role of tourism and the issue of seasonality, in addition the notion of tourism as being an activity for those with wealth and time resources is discussed)
  
  Goal 11: Sustainable cities and communities (the course discusses some of the impacts of tourism on destinations and the implications for sustainability)
  
  Goal 12: Responsible consumption and production (emissions and waste resulting from tourism are a specific aspect of the lectures, while the course overall tackles issues of responsible consumption and production)
  
  Goal 13: Climate action (tourism’s role in climate and environmental change are discussed within the context of sustainable mobility)
  
  Goal 14: Life below water (the course examines the impacts of the cruise sector and issues of biosecurity for tourism)
  
  Goal 15: Life on land (the course examines the relationship between tourism on biodiversity and issues of biosecurity for tourism)

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.

Prerequisites

Restrictions

Equivalent Courses

For further information see Management, Marketing and Tourism .