NHL Stenden

Destinations Marketing and Management

How do you manage tourism development of an international destination? Who is responsible in the marketing and management of a destination? What message is transmitted by the destination and what message is received by the tourist? These are relevant questions when you are working in the field of Tourism and Leisure.

studenten-lezen-informatie

Factsheet

  • Semester: spring
  • Level: second year
  • Amount of ECTS: 12
Apply now!

Destination Marketing Organisations (DMOs) and governments play a crucial role in the marketing and management of tourism destinations. What is the role and position of DMOs versus governmental bodies?

Promoting a destination’s features is not sufficient to differentiate it from competitors. The destination needs to identify its own identity and branding strategies. A core question is if self -image (brand identity) coincides with tourists’ image (brand image). Both images form the competitive position of a destination. Brand positioning is the interface between brand identity and brand image, over which the DMO has some control.

There is no shortage of ways in which the destination can be promoted, and in every destination there will be a diverse range of opinions on the tactics to be employed. There are multiple ways in which the DMO can distribute tourism information to potential tourists, with their pros and cons.

Strategic marketing decisions cannot be done without designing and evaluating different future scenarios. Changing demographics, environmental issues and economic changes are just a few items that have an impact on the future. A destination needs to be prepared for the future and different scenarios should be assessed.

The experience of many tourism areas in the world has demonstrated that, on the long term basis, a planned approach to developing tourism can bring benefits without significant problems, and maintain satisfied markets. A tourism development plan of a destination is one of the key factors to a successful destination.

The student learns to manage tourism development of an International Destination by doing research on topics like:

  • How to develop a tourism development plan for the destination?

  • How to prepare for the future? Strategic marketing decisions cannot be done without designing and evaluating different future scenarios.

  • What message is transmitted by the destination and what message is received by the tourist?

  • Number of credits: 12 ECTS
  • Semester: Spring
  • Level: Second year
  • Examination: Written assignments, Presentations
  • Education method: Case Based Learning, Group Module Assignment, Compulsory Field Trip to Costa Brava.