Course coordinator
Associate Professor Sheranne Fairley
Course overview
- Study period
- Semester 1, 2025 (24/02/2025 - 21/06/2025)
- Study level
- Undergraduate
- Location
- St Lucia
- Attendance mode
- In Person
- Units
- 2
- Administrative campus
- St Lucia
- Coordinating unit
- Business School
This course outlines the principal concepts and principles associated with destination policy, planning and management. Adopting a destinations perspective, the course explores applications of strategic planning and management from both public (international, national, regional and local levels), and private sector perspectives in leveraging the tourism and event sectors.
The UN World Tourism Organisation, defines a local destination as a physical space that includes tourism products such as support services and attractions, and tourism resources. It has physical and administrative boundaries defining its management, and is characterized by images and perceptions that define its market competitiveness. Local destinations incorporate various stakeholders, often including a host community, and can interconnect or collaborate to form larger destinations. They are the focal point in the delivery of tourism products and the implementation of tourism policy (WTO 2002).
The course addresses three broad themes: the competitive destination; factors affecting destination planning and development; and policy and management issues.
Course requirements
Prerequisites
You'll need to complete the following courses before enrolling in this one:
2 units level 2 TRVT courses
Incompatible
You can't enrol in this course if you've already completed the following:
TOUR3001
Course contact
Lecturer
Associate Professor Sheranne Fairley
Timetable
The timetable for this course is available on the UQ Public Timetable.
Additional timetable information
Please note: Teaching staff do not have access to the timetabling system to help with class allocation. Therefore, should you need help with your timetable and/or allocation of classes, please email business.mytimetable@uq.edu.au from your UQ student email account with the following details:
- Full Name
- Student ID
- Course Code
Aims and outcomes
This course aims to provide students with a solid foundation in the principles and practices of destination management. Its focus is primarily on the roles and functions of Destination Management Organisations and what they can do to foster a competitive destination, influence an enjoyable tourist experience and provide guidelines for the sustainable management of tourist destinations. Through a variety of lectures, seminars and case studies, students will examine issues relating to the creation of competitive destinations, examine how events can be used as tools to enhance destination competitiveness, discuss and analyse factors that influence tourist consumption of destinations, and discuss relevant Commonwealth, State and local policy and governance issues.
Learning outcomes
After successfully completing this course you should be able to:
LO1.
Identify and describe theories and challenges of tourism policy and planning at a destination level – including how events can be used for destination development.
LO2.
Critically analyse and evaluate the management of destinations and recognise and compare various challenges and approaches in both public and private sector policy and planning at different scales from the local through state and national.
LO3.
Analyse and interpret factors that affect the appeal of destinations from both a demand and supply side perspective and identify the roles and responsibilities of various stakeholders.
LO4.
Critically discuss factors that influence successful destination development.
LO5.
As a group, create applied solutions and demonstrate the ability to critique and make recommendations for tourism policy, planning and development.
Assessment
Assessment summary
| Category | Assessment task | Weight | Due date |
|---|---|---|---|
| Paper/ Report/ Annotation, Essay/ Critique | Critical essay | 50% |
31/03/2025 3:00 pm |
| Presentation |
Event Leveraging Plan for Destination Management
|
40% |
Week 10 Thu - Week 12 Thu
Presentations will be delivered during tutorials in weeks 10 - 12. |
| Reflection | Reflection on feedback | 10% |
30/05/2025 1:00 pm |
Assessment details
Critical essay
- Mode
- Written
- Category
- Paper/ Report/ Annotation, Essay/ Critique
- Weight
- 50%
- Due date
31/03/2025 3:00 pm
- Learning outcomes
- L01, L02, L03
Task description
Leveraging international events to enhance accessibility
International events are often leveraged for economic, tourism, or social benefits. Brisbane has been awarded the 2032 Olympic and Paralympic Games. Stakeholders within the city of Brisbane will seek to leverage the Games. One of the focus areas of Brisbane 2032 is enhancing accessibility.
This individual task is to develop a strategy for how a city within Queensland can leverage the 2032 Olympic and Paralympic Games to enhance accessibility.
Part A: Tourism Strategic Plan Review (due week 5)
To complete this assessment task, you are required to:
- Choose a city within Queensland – have this city approved by the course coordinator. Provide a brief overview of the city and its tourism development.
- Provide a brief synopsis of how accessibility is positioned within a) your chosen city’s tourism policy, b) Queensland tourism policy, and c) Australian tourism policy. To do this, you will need to consider the tourism strategic plans in terms of:
- A statement of how accessibility has been included in the destinations policy.
- Evaluation of whether the key roles of stakeholders (private and public sector) have been identified and how effective their roles appear to be in enhancing accessibility.
- Evaluation of core components of the plan and how it complies with the core elements of a competitive destination.
- Evaluation of how well it addresses accessibility in a way that result in progress towards enhancing accessibility.
- Evaluation of whether you feel it will be successful in enhancing accessibility and final recommendations (only two).
Your 2500-word report-style paper should be double spaced (Times New Roman, 12 point font) and written in third person.
NB: Use appropriate academic citations and references to support your analysis and discussion.
While AI can be used to inform the paper, the work should be that of the student. AI will typically miss some of the key components of the analysis.
Submission guidelines
Submit to Turnitin through Blackboard Assessment link.
Deferral or extension
You may be able to apply for an extension.
Late submission
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
Event Leveraging Plan for Destination Management
- In-person
- Mode
- Oral, Written
- Category
- Presentation
- Weight
- 40%
- Due date
Week 10 Thu - Week 12 Thu
Presentations will be delivered during tutorials in weeks 10 - 12.
- Other conditions
- Peer assessed.
- Learning outcomes
- L01, L02, L03, L04, L05
Task description
Leveraging international events to enhance accessibility
International events are often leveraged for economic, tourism, or social benefits. Brisbane has been awarded the 2032 Olympic and Paralympic Games. Stakeholders within the city of Brisbane will seek to leverage the Games. One of the focus areas of Brisbane 2032 is enhancing accessibility.
Your task is to develop a strategy for how a city within Queensland can leverage the 2032 Olympic and Paralympic Games to enhance accessibility.
Part B: Group Presentation (due weeks 10 – 12)
- Choose a city and stakeholder that one of your group members has chosen in Part A
- You should first briefly cover the tourism policy review completed in Part A (assignment one).
- Develop and explain leveraging strategies you believe should be utilised by your chosen city in the lead up to the 2032 Olympic Games to enhance accessibility. Be sure to outline the leverageable resource, opportunities, strategic objectives, and means.
Your 20 minute presentation will specifically outline leveraging strategies to achieve accessibility outcomes in your chosen city. You will be required to answer questions about your leveraging strategies (additional five minutes).
You will be required to ask and answer questions of all other groups presenting in the course from weeks 10 – 12.
While AI can be used to inform the paper, the work should be that of the student. AI will typically miss some of the key components of the analysis. AI does not typically produce sound leveraging strategies.
Submission guidelines
Deferral or extension
You may be able to apply for an extension.
Extensions or deferrals are not available for an in-class presentation. An extension may be available for the submitted material only.
Late submission
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
10% Late Penalty applies to submitted material only. Late submissions are not accepted for in-class presentations. Failure to present at the scheduled time will result in a mark of zero for the presentation portion of this assessment.
Reflection on feedback
- Mode
- Written
- Category
- Reflection
- Weight
- 10%
- Due date
30/05/2025 1:00 pm
- Learning outcomes
- L02
Task description
You are individually required to reflect on the feedback provided to all groups (not just your own) for the event leveraging assignment.
You should detail:
- what are the key thing you learnt about event leveraging?
- what are common mistakes that people make when designing leveraging strategies based on feedback provided in the tutorials from week 10 to 12?
- if you were tasked with creating an event leveraging strategy in the future what would you do different?
Your report should be no more than 750 words.
AI should not be used for this assignment as it is your own personal reflection.
Submission guidelines
Submit through blackboard.
Deferral or extension
You may be able to apply for an extension.
Late submission
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
Course grading
Full criteria for each grade is available in the Assessment Procedure.
| Grade | Cut off Percent | Description |
|---|---|---|
| 1 (Low Fail) | 0 - 29 |
Absence of evidence of achievement of course learning outcomes. |
| 2 (Fail) | 30 - 46 |
Minimal evidence of achievement of course learning outcomes. |
| 3 (Marginal Fail) | 47 - 49 |
Demonstrated evidence of developing achievement of course learning outcomes |
| 4 (Pass) | 50 - 64 |
Demonstrated evidence of functional achievement of course learning outcomes. |
| 5 (Credit) | 65 - 74 |
Demonstrated evidence of proficient achievement of course learning outcomes. |
| 6 (Distinction) | 75 - 84 |
Demonstrated evidence of advanced achievement of course learning outcomes. |
| 7 (High Distinction) | 85 - 100 |
Demonstrated evidence of exceptional achievement of course learning outcomes. |
Additional course grading information
Grades will be allocated according to University-wide standards of criterion-based assessment.
Supplementary assessment
Supplementary assessment is available for this course.
Learning resources
You'll need the following resources to successfully complete the course. We've indicated below if you need a personal copy of the reading materials or your own item.
Library resources
Library resources are available on the UQ Library website.
Additional learning resources information
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Learning activities
The learning activities for this course are outlined below. Learn more about the learning outcomes that apply to this course.
Filter activity type by
Please select
| Learning period | Activity type | Topic |
|---|---|---|
Week 1 |
Lecture |
Introduction and Overview of the Subject Learning outcomes: L01, L02, L03 |
Week 2 |
Lecture |
The Competitive Destination Learning outcomes: L01, L02, L03, L04 |
Tutorial |
Assessment Overview Learning outcomes: L01, L02, L03, L04, L05 |
|
Week 3 |
Lecture |
Tourism Policy and Planning Principles Learning outcomes: L01, L02, L03 |
Tutorial |
Tourism Policy and Planning Learning outcomes: L01, L02, L03 |
|
Week 4 |
Lecture |
Tourism Strategic Planning Learning outcomes: L01, L02, L03, L04 |
Tutorial |
Tourism Strategy Plans Learning outcomes: L01, L02, L03, L04 |
|
Week 5 |
Lecture |
Event leveraging and stakeholder involvement Learning outcomes: L01, L02, L03, L04 |
Tutorial |
Event leveraging Learning outcomes: L01, L02, L03, L04 |
|
Week 6 |
Lecture |
Event leveraging in non-host cities Learning outcomes: L01, L02, L03, L04 |
Tutorial |
Event leveraging in non host cities Learning outcomes: L01, L02, L03, L04 |
|
Week 7 |
Tutorial |
Event leveraging workshop Learning outcomes: L01, L02, L03, L04, L05 |
Lecture |
Accessibility and cultural considerations Learning outcomes: L01, L02, L03, L04, L05 |
|
Week 8 |
Lecture |
Stakeholder involvement Learning outcomes: L01, L03, L05 |
Tutorial |
Consultation on Assignment Good Friday Public Holiday - Check Blackboard for announcements about affected classes. Learning outcomes: L01, L03, L05 |
|
Mid-sem break |
No student involvement (Breaks, information) |
In-semester break No classes |
Week 9 |
Lecture |
Destinations and Planning for the Future Learning outcomes: L03, L04, L05 |
Tutorial |
Destinations and Future Planning Learning outcomes: L03, L04, L05 |
|
Week 10 |
Lecture |
Role of Government in Destination Development Learning outcomes: L03, L04, L05 |
Tutorial |
Role of Government in Destination Development Learning outcomes: L03, L04, L05 |
|
Week 11 |
Lecture |
Sustainable Destinations Learning outcomes: L03, L04, L05 |
Tutorial |
Sustainable Destination Case Study Learning outcomes: L01, L02, L03, L04, L05 |
|
Week 12 |
Lecture |
Future issues for destination planning and management Learning outcomes: L01, L02, L03, L04, L05 |
Tutorial |
Review of leveraging strategies Learning outcomes: L01, L02, L03, L04, L05 |
|
Week 13 |
Lecture |
Review and Consultation Learning outcomes: L01, L02, L03, L04, L05 |
Tutorial |
Review and Consultation Learning outcomes: L01, L02, L03, L04, L05 |
Policies and procedures
University policies and procedures apply to all aspects of student life. As a UQ student, you must comply with University-wide and program-specific requirements, including the:
- Student Code of Conduct Policy
- Student Integrity and Misconduct Policy and Procedure
- Assessment Procedure
- Examinations Procedure
- Reasonable Adjustments - Students Policy and Procedure
Learn more about UQ policies on my.UQ and the Policy and Procedure Library.