TOUR07026 2016 Tourism Destination Management

General Details

Full Title
Tourism Destination Management
Transcript Title
Destination Management
90 %
Subject Area
TOUR - Tourism
MKTS - Marketing, Tourism & Sport
07 - NFQ Level 7
05 - 05 Credits
Start Term
2016 - Full Academic Year 2016-17
End Term
9999 - The End of Time
Mary O'Keeffe
Programme Membership
SG_BTOUR_H08 201900 Bachelor of Business (Honours) in Business in Tourism with Event Management SG_BTOUR_B07 201900 Bachelor of Business in Business in Tourism with Event Management

Destination Management is a subject of growing importance as destinations compete to provide the highest quality of experience for visitors and to manage the impacts of tourism on host communities and environments. Also, to compete effectively, destinations have to deliver wonderful experiences and excellent value to visitors. Destination management calls for a coalition of these different interests to work towards a common goal to ensure the viability and integrity of their destination now, and for the future.This module addresses the need to manage tourism destinations to ensure the highest visitor experience whilst managing the impacts the tourism industry has on the host community and environment.

Learning Outcomes

On completion of this module the learner will/should be able to;

  1. Define destination management and identify key destination stakeholders.
  1. Detail the tourism destination planning process and identify the contents of a tourism destination plan.
  1. Discuss the relationships between destination positioning, image and branding.
  1. Assess the role and importance of Destination Management Organisations (DMO’s) in destinations management and development.

Critically assess how DMO’s can build and maintain positive relationships with local community residents.

Teaching and Learning Strategies

Lectures, Tutorials, Group Projects

Use of National and International Destination Management Plans & Case Study Examples.


Module Assessment Strategies

Assess & Analyse Destination Management Plan Examples

Destination Profile Evaluation & Presentation

Repeat Assessments

Repeat Examination as per Institute procedure

Indicative Syllabus


  • Destination concept, definitions and rationale.
  • Role of DMO’s & Identifying stakeholders
  • Destination Life-cycle
  • Sustainability & Host Community Involvement
  • Approaches / VICE Model & ACHIEV Model

Destination Planning & Process

  • Destination Planning / Strategic Approach
  • Destination Visioning & Future Concept
  • Destination Assets / Resource Auditing.
  • Examples Destination Plans (Nationally & Internationally)

Destination Marketing & Management

  • Destination Segmentation / Positioning /Branding
  • Customer Orientation & Delivering Quality Visitor Experiences
  • Disaster & Crisis Management
  • Destination Product Development
  • DMO Case Studies

Destination Governance and Leadership

  • Definition of Destination Governance
  • DMO Organisational Structures & Funding
  • Destination Leadership Styles
  • Measuring DMO Effectiveness
  • Case studies in DMO activities nationally & globally

Destination Community Relations & Team-Building

  • Importance of Host Community Relations
  • Community Stakeholder Representation
  • Destination Partnership Approach
  • Destination Team-Building

Coursework & Assessment Breakdown

Coursework & Continuous Assessment
30 %
End of Semester / Year Formal Exam
70 %

Coursework Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Continuous Assessment Project Group Project 30 % Week 2 1,2

End of Semester / Year Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Examination Final Exam Closed Book Exam 70 % End of Semester 1,2,3,4,5

Full Time Mode Workload

Type Location Description Hours Frequency Avg Workload
Lecture Tiered Classroom Lecture 3 Weekly 3.00
Total Full Time Average Weekly Learner Contact Time 3.00 Hours

Required & Recommended Book List

Recommended Reading
2013-04-21 Marketing and Managing Tourism Destinations Routledge
ISBN 0415672503 ISBN-13 9780415672504

Marketing and Managing Tourism Destinations is a comprehensive and integrated textbook which uniquely considers both destination marketing and management in one volume. It focuses on how destination marketing is planned, implemented and evaluated as well as the management and operations of destination marketing and management organizations, how they conduct business, major opportunities, challenges and issues they face to compete for the global leisure and business travel markets. This textbook provides students with:

  • A solid introduction to destination marketing strategy and planning, to organization and support planning and then to operations, implementation and evaluation, as well as major issues, challenges and expected new directions for destination marketing, management and Destination Management Organizations (DMOs).
  • A unique systematic model to manage and market destinations.
  • Core concepts are supported with well integrated international case studies to show the practical realities of marketing and managing destinations as well as the need to take a flexible and adaptive approach to managing different destinations around the world.
  • To encourage reflection on main themes addressed and spur critical thinking, discussion questions and links to further reading are included in each chapter.

This accessible yet rigorous text provides students with an in-depth overview of all the factors and issues which are important to consider to make a destination successful.

Module Resources

Non ISBN Literary Resources

Pike, Steven (2016) Destination Marketing Essentials (Second Edition), Routledge Publications.

Contemporary Tourism, An International Approach, (2013) Cooper & Hall, Goodfellow Publishers

A Practical Guide to Tourism Destination Management, (2007) UNWTO, Publication

Papatheodorou, A. (Ed.). (2006). Managing Tourism Destinations.

Weaver, D., & Lawton, L. (2009). Tourism Management (4th ed.). John Wiley & Sons.

Ateljevic, J., & Page, S. J. (2009). Tourism and Entrepreneurship: International Perspectives (Advances in Tourism Research). Butterworth-Heinemann

Page, S. (2006) Tourism Management, Butterwoth Heinemann

Department of the Environment, (1997) Sustainable Development, A Strategy for Ireland, Dublin.

URL Resources

Destination and Travel Foundation

Other Resources

Journal of Destination Management & Marketing

Tourism Destination Management Framework Publication New Zealand

National & International Examples of Tourism Destination Strategies 

On line Journals: Journal of Travel Research, Annals of Tourism Research, Tourism Management, Insights, Tourism Ireland "Contact", Tourism News (ITIC), Fáilte Ireland and Tourism Ireland Publications. Tourism Consultancy Reports & Local Government Strategies & Publications.