3018THS Destination Management
Task:
Destination Analysis Report Format
1.Introduction
Write 1-2 sentences to introduce the purpose of the report, the destination management organisation’s name and insert a map of the destination showing its geographic boundaries
2.Policy and operational environment of the destination
Describe the key policies that have been/would influence tourism, describe demographics of residents and industry characteristics, e.g., population size, number of female and male residents, number of young, middle and older aged residents, average education and household income level; and the main industries in the destination
3.Stakeholder Analysis
Identify 4-6 key stakeholders in your chosen destination, briefly say what their stake is, and illustrate their location and importance/influence on the stakeholder analysis matrix.
4.Demand for the destination
Conduct a visitor analysis of the destination. Describe the visitor profile of the destination. Identify 3-4 key segments and describe their relevant demographic, geographic, behavioural, and psychographic characteristics.
Identify 3-4 key experience themes of the destination and provide examples of actual organisations delivering products under each theme.
5.Tourism issues
Use a PEST/SWOT or another method to identify a comprehensive list of issues. Present the issues in a table format. Highlight four (4) issues you consider most significant for the destination, explain why.
6.Conclusion
Write a short paragraph that makes a critically informed judgement or evaluative comment about the business situation of the destination
Undertake a destination competitor analysis (Student B)
Identify two other destinations competing for the same target market as your destination. The competitor footprint should be included (see Figure below).
Discuss the competitor footprint (similarities/differences between these destinations), and highlight what is unique about your destination (i.e., unique selling proposition) in terms of offering particular experiences.
Potential target market for management strategy (Student C)
Identify and briefly describe a potential target market for the management strategy. This can be the same as the target market in section 3 but can also be a new target market. Justify the choice – for example – is this a market that has declined/grown significantly in recent years, hence the need for a destination management strategy.
Create a new tourism product/experience range or modify existing tourism products/experiences to cater to the identified potential target market. Provide guidelines in point form for the implementation of the transformative experience (e.g., describe the proposed product and provide a promotional strategy, or a collaboration event between relevant stakeholders, development of new facilities, etc.).
