Principles of Tourism, Hospitality and Events (TOUR1000)

One of the more crucial responsibilities in tourism, hospitality and events is making these attractive to those who are meant to enjoy them. In this assessment, you will assume the role of a destination manager of a regional destination; in this role, you work for a destination management organisation (DMO). As such, you are required to build and analyse a Tourism Plan for a target market segment.

For this assessment, you will make use of an AI generator (such as ChatGPT, Microsoft Bing, perplexity.ai or Google Bard) and general research. Your target segment and regional destination will be allocated in Tutorial Week 3.

This assessment comprises two parts:

1.      Tourism Plan. Using an AI generator, use the following prompt to build a Tourism Plan for your target market segment. Your plan must include a hospitality special experience (e.g., fine dining at a unique hospitality establishment) and/or an event. You are encouraged to refine and modify this prompt to generate a plan that is useful for your analysis.

Prompt: Create a 3-day tourism itinerary for [target segment] in [regional destination].

2.      Feasibility analysis. Research your regional destination and explain whether the generated Tourism Plan is feasible – that is, can this plan be carried out? This should be supported by information from the regional destination’s official website, as well as broader research using resources such as maps, flight information, reputable organisations’ websites, etc.

Some of the questions you may need to consider in conducting a feasibility analysis: Do the suggested elements exist? Are the travel distances reasonable within the timeframe suggested? Does it provide sufficient specifics (e.g., names of attractions/restaurants) to be viable? If you used this plan, what other information would you need to make it a reality that is currently missing?

All references for this assessment should be in APA 7th referencing style, a guide for which is available in UQ Library (https://guides.library.uq.edu.au/referencing/apa7). At the end of your plan, you must cite the AI generator that you have utilised to generate the plan using APA 7th (https://guides.library.uq.edu.au/c.php?g=920809&p=6972574).

A report template is available for general reference. All submissions should include a cover page, comprising your name, student ID number, the final prompt used for your assessment, the AI generator used, and your submission word count. Your word count is made up of Section 2 (feasibility analysis) of your submission; the plan itself will not be included in your word count, nor will it be considered in your Turnitin Similarity score. Turnitin Similarity scores should be kept below 20% (excluding results from the AI-generated plan).

(Note: This task has been designed to be challenging, authentic and complex. Whilst students are encouraged to use AI technologies in Assessment 1a, successful completion of assessment in this course will require students to critically engage in specific contexts and tasks for which artificial intelligence will provide only limited support and guidance. A failure to reference AI use may constitute student misconduct under the Student Code of Conduct. To pass this assessment, students will be required to demonstrate detailed comprehension of their written submission independent of AI tools.)

Following on from your analysis of the Tourism Plan in Assessment 1a, you will be required to further analyse and improve on that plan for your target market segment. For this assessment, you will make use of academic research and your analysis skills.  

This assessment comprises three parts:

1.      Suitability analysis: Research your target segment using peer-reviewed academic research journal articles. Using these research journal articles as support, discuss whether the Tourism Plan would be suitable for your target segment. You should provide a summary of what the academic research says is attractive to your target segment, then compare it to the Tourism Plan.

[600 words]

2.      Suggested improvements: Based on your analysis in the Suitability Analysis, suggest improvements to the Tourism Plan so that it will be more attractive to your target segment. You should provide between three to five suggestions for improvement, including detailed justification for these suggestions based on the research done in the Suitability Analysis above.

[600 words]

3.      Improved plan: These improvements should be incorporated into the original Tourism Plan, resulting in an Improved Plan that strengthens its attractiveness to the target segment. Highlight the suggested improvements to make them easily distinguishable from the original Tourism Plan (e.g., use bold or italic font to show your changes).

All references for this assessment should be in APA 7th referencing style, a guide for which is available in UQ Library (https://guides.library.uq.edu.au/referencing/apa7). At the end of your plan, you must cite the AI generator that you have utilised to generate the plan using APA 7th (https://guides.library.uq.edu.au/c.php?g=920809&p=6972574).

A report template is available for general reference. All submissions should include a cover page, comprising your name, student ID number and your submission word count. Your word count is made up of Section 1 & 2 of your submission; the plan itself will not be included in your word count, nor will it be considered in your Turnitin Similarity score. Turnitin Similarity scores should be kept below 20% (excluding results from the AI-generated plan). 

(This task has been designed to be challenging, authentic and complex. Whilst students may use AI technologies, successful completion of assessment in this course will require students to critically engage in specific contexts and tasks for which artificial intelligence will provide only limited support and guidance.

A failure to reference generative AI use may constitute student misconduct under the Student Code of Conduct.

To pass this assessment, students will be required to demonstrate detailed comprehension of their written submission independent of AI tools.)

This assessment builds on your work in Assessment 1b (Tourism Plan Improvement), using the same target segment, regional destination, and your Improved Plan.

As the destination manager, your job is to engage with key stakeholders to attract support, investment, and visitors to your region. In the current worldwide tourism boom, your Destination Management Organisation (DMO) recognises an opportunity to drive economic growth, lead destination development, and welcome visitors to your region. You also realise that competition among regional destinations for visitors is high and you have limited organisational resources to develop your tourism product and market reach.

Therefore, your DMO needs to convince key tourism government stakeholders (such as Tourism Australia, Tourism & Events Queensland, Tourism VIC/NSW/NT, the relevant State Government, etc.) of the opportunities your region offers to your target segment. These government stakeholders need to see benefit in (a) directing resources to your region; and (b) aiding you in promoting your region’s destination advantages to potential visitors.

Your task is to create a video pitch based on the same target segment, regional destination, and Improved Plan from Assessment 1b. This video should clearly identify:

1.      Your understanding of destination competitiveness and the regional destination’s unique proposition(s), making use of the Destination Mix to highlight 3-6 unique propositions;

2.      Your understanding of the target segment and its interests as it relates to your regional destination; and

3.      The particular experience/s you offer to your target segment through your Improved Plan.

You should include a closing statement to your audience (the tourism government stakeholder), specifying the resource(s) you are requesting from them to boost your reach into this target segment. You should also be very clear what the call to action is, and how this action will complement your regional destination’s readiness to welcome visitors.

This assignment requires you to create an 8-minute video presentation recording as you would present it to the audience. You can use Microsoft Powerpoint, Canva or other presentation design aids to help you create a convincing and cohesive presentation.

A sample template is available for general reference. Your submission must be in the form of a video that can be uploaded to Blackboard (commonly in the .mp4 format), showing your presentation and you delivering the presentation throughout. You may use Zoom for this recording (instructions: https://web.library.uq.edu.au/library-services/it/learnuq-blackboard-help/learnuq-assessment/blackboard-assignments/recording-video-assignments-zoom). You may also use other recording methods, as long as they show your presentation and you delivering the presentation, and can be uploaded as a video.

You will need to submit your video recording via the submission link on Blackboard. Submission instructions for videos can be found here (https://web.library.uq.edu.au/library-services/it/learnuq-blackboard-help/learnuq-assessment/blackboard-assignments/submit-video-assignment-echovideo-original).

This task has been designed to be challenging, authentic and complex. Whilst students may use AI technologies, successful completion of assessment in this course will require students to critically engage in specific contexts and tasks for which artificial intelligence will provide only limited support and guidance. A failure to reference generative AI use may constitute student misconduct under the Student Code of Conduct. To pass this assessment, students will be required to demonstrate detailed comprehension of their written submission independent of AI tools.