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The aim of this module is to introduce and explore the significance of destination marketing as a subject of crucial importance within the wider field of tourism, and related fields of hospitality and festivals & events. Areas which will be examined during the course of this module include, but are not limited to, marketing tourism destinations including festivals and resorts, destination image and branding, semiotics of promotional materials, consumers and consumption, marketing research, planning and audits, marketing communication tools and strategies, as well as the importance of popular media and digital marketing. Importantly, through a wide range of international case studies and examples referred to within this module’s main themes, you will also explore the application of some of the key marketing theories in the context of tourism as well as in the context of related sectors of hospitality and events.

Introduction to destination marketing
Destination marketing (and management)
Destination image and branding
Semiotics of destination promotional materials
Destinations and digital marketing
Destination communication strategies
Popular media and destination marketing
Destinations and service dominant logic
Destination planning and audits

LO1: Critically appraise key destination marketing theories and concepts.

LO2: Evaluate the role of image, branding and semiotics in destination marketing.

LO3: Critically analyse a range of destination marketing and communication strategies.

LO4: Evaluate the opportunities, challenges, and constraints of destination marketing.