International Tourism Management

Question: Global tourism has experienced tremendous growth over the last half century. In an effort to benefit from the much needed income from tourism, many tourism destinations have resulted to adopting differentiation strategies in order to achieve a unique position in a very competitive global market. Select one tourism destination as your case study and critically analyse how destination branding strategies can help the chosen destination to achieve competitive advantage. Propose 4 recommendations to the specific Destination Management Organisation (D.M.O.) on how such strategies can be enhanced. ----------------------------------------------------------------------------------------------------------------------- 3000 words. ------------------------------------------------------------------------------------------------------- Description of Requirements Format Present your case study in a report format. Please ensure that you acknowledge ALL your sources of data and appropriately Harvard reference them. Marking Criteria The following marking scheme will be used for marking the assignment; Introduction-coverage of the background of the topic and the organisation selected (10 marks maximum)  Weak coverage with little or no justification: 1-3  Satisfactory coverage with some justification: 4-7  Good coverage with good justification: 8-10 Literature review-Collection of data from a range of sources (25 marks maximum)  Little or no evidence of data: 1-9  Satisfactory range of sources: 10-16  Excellent range of sources: 17-25 Analysis and evaluation of the case study (25 marks maximum)  Weak analysis with little or no evaluation: 1-9  Satisfactory analysis with some evaluation: 10-16  Good analysis with good evaluation: 17-25 Recommendations for management of case study about taking forward action in relation to the topic under consideration (20 marks)  Poor recommendations with little or no explanation: 1-7  Satisfactory recommendations with some explanation: 8-13  Good recommendations with good explanation: 14-20 Presentation, argument and Harvard referencing (20 marks maximum)  Poor presentation, poorly structured argument and poor Harvard referencing: 1-7  Satisfactory presentation, logically structured argument and satisfactory Harvard referencing: 8-13  Good presentation, logically structured argument and satisfactory Harvard referencing: 14-20