Course Description

Examines the concept of strategic, sustainable destination development from a management and marketing perspective. Destinations at various stages of the tourism destination life cycle will be explored at local and international levels, as well as in developed and developing countries. The role of public and private stakeholders, and their involvement and collaboration in policy, planning, and development of the destination's infrastructure and image, will be explored and analyzed. Visitor behavior, expectations, and consumption patterns set within a global context will form the basis of understanding visitor segmentation and the identification of target markets. You will learn how to:

  • evaluate a destination's tangible product and infrastructure to conduct a needs and gap analysis, set against future demand and target markets
  • assess strategic approaches to tourism destination policy, planning and development from a sustainable management perspective
  • create and develop a tourism product, including a marketing strategy

Destination marketing concepts, strategies, implementation, monitoring, and evaluation will be explored in a case study approach. Social media and new technology, as communication channels, will also be discussed.

Applies Towards the Following Certificates

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