Posted: May 15th, 2022

PCD101FC_Assessment 3 _Case Study Report

PCD101FC_Assessment 3 _Case Study Report Page 1 of 5
ASSESSMENT BRIEF
Subject Code and Title PCD101FC Place, Culture & Destination Management
Assessment Assessment 3: Destination Study Report
Individual/Group Individual
Length 1800 words (+/- 10%)
Learning Outcomes b) Identify the factors that contribute to the creation of
destination image and tools that destination
managers use to influence image formation.
c) Discuss the influence of culture on the tourist
experience and strategies used by destinations to
manage barriers to successful cross-cultural
communication.
d) Explore changing travel patterns & trends in global
tourism and examine the impact of these on the
management of tourist destinations
e) Explain strategies used by destination management
organisations to competitively market destinations to
a range of different consumer groups.
Submission By 11:55pm AEST/AEDT Sunday of Module 6 (Week 17)
Weighting 40%
Total Marks 100 marks
Context:
Successful destination management organisations are continually adapting their operations
in response to changes in the external environment and consumer travel patterns. A range
of different challenges arise as destinations progress through the stages of the tourist area
life cycle (TALC) and destination management organisations need to manage these
proactively. To remain competitive, destinations need to avoid slipping into stagnation or
decline by developing innovative marketing strategies to continue to attract visitors to the
region. In addition, the interaction between different cultures during tourist encounters
(tourist to tourist, tourist to host, tourist to tourism providers) can be a double-edged
sword. If managed effectively by a destination, cross-cultural communication can foster
tolerance and understanding between different social groups, supporting sustainable
tourism growth. However, a destination’s image as a holiday location can be severely
damaged if regular clashes between cultures occur.
PCD101FC_Assessment 3 _Case Study Report Page 2 of 5
This assessment will allow students to investigate factors that contribute to a decline in
tourism within a destination and consider strategies to support renewed tourism growth.
Students will also explore the role of cross-cultural communication in the development of
destination image and investigate marketing strategies that destination management
organisations use to alter a destination’s image to increase visitation numbers.
Instructions:
Students are required to compose a report in which they analyse the conditions within a
developing tourist destination and develop strategies to support the growth of tourism.
Students should base their discussion on a specific destination located overseas that is
currently experiencing significant decline in visitation numbers. Within the report students
are required to:
• Provide an overview of the chosen tourist destination – location, attractions, history
of tourism in the region, changes in visitation numbers, etc.
• Explore at least three (3) emerging trends or shifts in consumer travel patterns that
may have contributed to the current image of the region. These could be internal or
external to the tourist destination.
• Discuss cultural issues that could potentially lead to clashes with visitors in the
chosen tourist destination and propose strategies that the destination could
implement to promote cultural tolerance & understanding.
• Identify an existing target market for the destination and outline the unique
characteristics of these tourism consumers.
• Propose three (3) marketing strategies to target the chosen consumer group. These
should be designed to improve the destination’s overall image and future tourism
growth.
Submission Instructions:
1. Students should make significant references to the subject material and substantial
wider reading. At least 2 peer reviewed academic journals and 2 textbooks must be
referenced in addition to other resources (newspaper articles, trade publications,
websites, etc.). These should be referenced in the APA style, both in‐text and in a
reference list. References to ‘Wikipedia’ or similar unsubstantiated sources will not
be accepted.
2. Extensions cannot be granted by the lecturer after the submission date. In the event
of serious illness or unusual circumstances, a student may apply for Special
Consideration in accordance with the rules and regulations governing this
application, but it is important that such requests be made as soon as the
circumstance is known.
3. The report must be submitted through the Assessment section of the subject page in
the learning portal.
PCD101FC_Assessment 3 _Case Study Report Page 3 of 5
Learning Rubric: Assessment 3
Assessment
Attributes Fail (Unacceptable) Pass
(Functional)
Credit
(Proficient)
Distinction
(Advanced)
High Distinction
(Exceptional)
Overview of region as a
tourist destination
10%
No overview of chosen
tourist destination
provided or overview lacks
detail/contains irrelevant
information.
Brief overview of a couple
characteristics of tourist
destination provided, lacks
detail.
Clear overview of some of the
characteristics of tourist
destination provided.
Detailed overview of several
characteristics of tourist
destination provided.
Highly detailed overview of
a range of characteristics of
tourist destination
provided.
Emerging trends/ shifts
in consumer travel
patterns
15%
No trends or consumer
travel patterns discussed,
or trends/consumer travel
patterns identified are
irrelevant to the chosen
destination.
Implications of trends on
destination current image
not discussed.
One or two relevant trends
or consumer travel patterns
identified however not
clearly explained.
Implications of trends on
current image of chosen
destination are not clearly
discussed.
Three relevant trends or
consumer travel patterns
identified, however discussion
lacks detail.
Limited explanation of
implications of trends on
current image of chosen
destination.
Three relevant trends or
consumer travel patterns
clearly outlined.
Implications of trends on
current image chosen
destination clearly
discussed.
Three relevant trends or
consumer travel patterns
discussed in detail.
Clear & detailed discussion
of implications of trends on
current image of chosen
destination.
Cultural issues &
strategies
15%
Cultural issues that could
potentially lead to clashes
with visitors in the chosen
tourist destination not
discussed and/or
irrelevant to chosen
destination.
No strategies proposed to
promote cultural tolerance
& understanding.
A couple of issues relevant
to destination that could
potentially lead to cultural
clashes identified but not
discussed in detail.
Strategies proposed,
however not clearly linked
to supporting cultural
tolerance & understanding.
A couple of issues relevant to
destination that could
potentially lead to cultural
clashes briefly discussed
however, more detail
required.
Strategies proposed, however
more detail require to linked
these to supporting cultural
tolerance & understanding.
A couple of issues relevant
to destination that could
potentially lead to cultural
clashes discussed in detail.
Strategies proposed are
clearly linked to supporting
cultural tolerance &
understanding.
Several issues relevant to
destination that could
potentially lead to cultural
clashes discussed in clear
detail.
Clear strategies proposed
that actively promote
cultural tolerance &
understanding, outlined in
detail.
Target market
10%
Existing target market for
the destination not
identified and/or target
Existing target market for
the destination identified.
Existing target market for the
destination identified.
Existing target market for
the destination identified.
Existing target market for
the destination identified.
PCD101FC_Assessment 3 _Case Study Report Page 4 of 5
market identified is
irrelevant to destination.
No characteristics of
chosen target market
outlined.
Characteristics of chosen
target market not clearly
outlined.
A couple of characteristics of
chosen target market
outlined, however further
detail required.
Several characteristics of
chosen target market clearly
outlined.
A range of characteristics of
chosen target market
clearly outlined in detail.
Marketing strategies
20%
No marketing strategies
proposed and/or these are
irrelevant to targeting the
chosen consumer group.
Strategies do not
contribute to the
improvement of the
destination’s overall image
and future tourism
growth.
One or two marketing
strategies proposed,
however not clearly
targeted to the chosen
consumer group and/or lack
detail.
Unclear as to how strategies
will contribute to the
improvement of the
destination’s overall image
and future tourism growth.
Three marketing strategies
proposed that target the
chosen consumer group,
however additional
explanation required.
Strategies tenuously linked to
the improvement of the
destination’s overall image
and future tourism growth,
further detail required.
Three marketing strategies
proposed that target the
chosen consumer group,
clearly outlined.
Strategies linked to the
improvement of the
destination’s overall image
and future tourism growth.
Three marketing strategies
proposed that clearly target
the chosen consumer
group, explained in detail.
Strategies expertly linked to
the improvement of the
destination’s overall image
and future tourism growth.
Correct citation of key
resources and evidence
10%
Demonstrates inconsistent
use of good quality,
credible and relevant
resources to support and
develop ideas. No
academic sources used.
There are mistakes in
using the APA referencing
style.
Demonstrates use of
credible and relevant
resources to support and
develop ideas, but these are
not always explicit or well
developed. Minimal
academic sources used.
There are many mistakes in
using the APA referencing
style.
Demonstrates use of high
quality, credible and relevant
resources to support and
develop ideas. A couple of
academic sources used,
There are several mistakes in
using the APA style.
Demonstrates use of good
quality, credible and
relevant resources to
support and develop
arguments and statements.
Shows evidence of wide
scope for sourcing evidence.
Several academic sources
used
There are minor mistakes in
using the APA referencing
style.
Demonstrates use of highquality,
credible and
relevant resources to
support and develop
arguments and position
statements. Shows evidence
of wide scope for sourcing
evidence. Many quality
academic sources used.
There are no mistakes in
using the APA referencing
style.
Structure Discussion points do not
flow smoothly or logically,
Minimal structure evident
however discussion points
Good structure evident with
some discussion points
Good structure evident with
most discussion points
Excellent structure evident
with all discussion points
PCD101FC_Assessment 3 _Case Study Report Page 5 of 5
10 % no connection between
ideas.
Paragraphs not used or
lack structure.
loosely connected.
Limited use of paragraphs.
presented in a logical order.
Paragraph structure used
throughout.
presented in a clear and
logical order.
All paragraphs are well
organised.
presented in a clear &
logical order.
Paragraphs well defined and
organised to a high quality.
Format & presentation
10%
Many spelling mistakes
and/or grammatical errors.
Report format not used.
A number of spelling
mistakes and/or
grammatical errors.
Inconsistent report format
used.
A couple of spelling mistakes
and/or grammatical errors.
Report format used.
Minimal spelling mistakes
and/or grammatical errors.
Report format used.
No spelling mistakes or
grammatical errors. Clear &
logical report format used.

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