Tourism and Events Marketing (TRVT2001)

Brisbane and Southeast Queensland will be the host of the 2032 Olympic and Paralympic Games! As part of the preparation leading up to the Games, the host destination plans to further develop its tourism and events portfolio in order to enhance its cultural attractions and provide diverse experiences to visitors. Queensland's destination marketing organisation (DMO) has identified a number of tourism and event assets that can potentially be added to its portfolio or re-developed, but they require inputs from marketing experts to inform strategy development. The list of tourism attractions and events will be provided in class.

WORKING INDIVIDUALLY, you are required to conduct a market analysis for one of these tourism attractions or events. The same tourism attraction/event must be selected and used for both Assessment #1 Market Analysis and Assessment #2 Marketing Plan.  

In this Market Analysis report, your task is to conduct extensive secondary research (i.e., desktop research) on the selected tourism attraction/event, using all relevant sources (e.g., web sites, academic literature, industry reports, other online resources), to gain a significant insight into the context in which the tourism attraction or event operates, the experiences offered, and its target market(s). The analysis and discussion must be supported by academic references and evidence of industry practices.

Prepare a persuasive and concise 2,000 word report, providing a detailed analysis of the tourism attraction's/event's marketing environment and discussion using a situational (PESTEL) analysis.

The following content is required for this assignment:

1.0 Organisation Overview

Provide a snapshot of the tourism attraction/event, highlighting its main goals, history or heritage, and key features. Some key features to consider include activities/experiences, unique services, facilities, and infrastructure. (approx. 300 words)

2.0 Situation Analysis

Review all the research you have conducted and, demonstrating significant insights, produce a summary of your critical examination of the organisation's external and internal environments, including socio-cultural, political, economic, technological, and competitive environments, taking into consideration both existing and potential factors and the hosting of the 2032 Olympic and Paralympic Games. (approximately 900 words) 

3.0 Recommendations

Based on the previous analysis, what are the key issues that the organisation should address? In other words, what should be the organisation's main concerns or strategic priorities? Recommend marketing research that is relevant and should be conducted to inform future marketing strategies. The recommendations may be multifaceted, such as using a combination of methods. (approx. 800 words).

References

APA (7th edition) is required for all the assessment items in this course. For guidance, please refer to UQ library website. List all secondary materials such as publications, reports, journal articles, texts and websites used in preparing your report, as well as a list of personal communication if applicable. References are NOT included in the word count.

Appendices

As appropriate for your project.

AI Statement:

This assessment task evaluates students' abilities, skills and knowledge without the aid of generative Artificial Intelligence (AI) or Machine Translation (MT). Students are advised that the use of AI or MT technologies to develop responses is strictly prohibited and may constitute student misconduct under the Student Code of Conduct.

WORKING INDIVIDUALLY, you are required to develop a marketing plan for a tourism attraction or an event, and present it using a form of marketing communication digital technology of your choice.

The marketing plan should be 8-9 pages that encapsulates your analysis and discussion. Your analysis and recommendations should be well-supported by academic research, with in-text citations and a reference list formatted according to APA 7th edition referencing guidelines. A minimum of 10 references is required. You should incorporate informative text and engaging images or graphics to appeal and explain the communication and marketing mix strategies to your audiences. 

The following content is required for the Marketing Plan:

1. Executive summary

2. Tourism/event organisation overview

3. Current marketing approach

4. Market segmentation, targeting and brand positioning

5. Key issues, overall strategic direction and marketing objectives

6. Marketing mix and evaluation of strategies

• Product portfolio and innovation + evaluation
• Integrated marketing communications + evaluation

References. APA (7th edition) is required for all the assessment items in this course. For guidance please refer to UQ library website.

Further guidelines for this assessment task as well as marking rubric will be made available in class and on the course Blackboard site.

AI Statement:

This task has been designed to be challenging, authentic and complex. Whilst students may use AI and/or MT 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 or MT 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 and MT tools.

The final exam will take place in the end of semester examination period. It will be run centrally.

The exam will test your understanding as well as the application of the material presented in the seminars and readings. In an effort to extend your understanding, the exam will also challenge you to critically analyse the material. It will involve short answer and essay questions.

More detail will be provided in class and on Blackboard.

AI Statement:

This assessment task evaluates students' abilities, skills and knowledge without the aid of generative Artificial Intelligence (AI) or Machine Translation (MT). Students are advised that the use of AI or MT technologies to develop responses is strictly prohibited and may constitute student misconduct under the Student Code of Conduct.