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The aim of this module is to introduce and explore the significance of international destination marketing and management as a subject of crucial importance within the wider field of tourism, and its related fields of hospitality, festivals and events. In the context of tourism, which is a dynamic and competitive sector of the global economy, Destination Management Organisations (DMOs) can be perceived as having a major role to play not only in partly constructing and communicating the image of a particular destination and its experience, but also in achieving its competitive advantage at an international, national and/or local level. Areas which will be examined during the course of this module include but are not limited to: destination marketing and management; destination image and branding; destination communication tools and strategies; smart destinations and co-creation; destination product development and experiences; and, finally, destination research, planning and audits.

Introduction to destination marketing and management
Destination marketing and management
Value proposition via image and branding
Destination communication strategies
Destination governance
Destination co-creation and SMART destinations
Destination product development and experiences
Destination research

LO1: Critically examine key destination marketing and management challenges

LO2: Assess the importance of a destination’s value proposition via positioning, image and branding.

LO3: Critically analyse and creatively apply a range of destination communication and product development strategies

LO4: Appraise the main components of planning and managing destination experiences