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Level 7 Diploma in Tourism and Hospitality Management

Evolution of Destination Governance and Marketing

THM702 · Destination Management — Week 4 of 16

CourseTHM702
Week4 of 16
SemesterI
TutorOnline in the course chat

This week’s topics

Evolution of Destination Governance and Marketing

  1. Historical shifts from destination promotion to stewardship
  2. Multi-scalar development at local, national, and international tiers
  3. Supranational tourism frameworks and policy agendas
  4. Globalisation and regional competitiveness
  5. The effectiveness of Tourism Australia's award-winning 'Dundee' ad

What you will be able to do

  • 2.1 Review the emergence of destination management and marketing at local, national and international level.

Activity

Start with this week’s video, then: Seminar, guided reading and a short written task: review the emergence of destination management and marketing at local, national and international level.

Study materials

Videos

  • The effectiveness of Tourism Australia's award-winning 'Dundee' ad · YouTube · Marketing Week · 10 min · for registered students
  • SDWC2018_Oviedo_ Smart Destination Governance _26 June_EN · YouTube · UN Tourism · 66 min · for registered students
  • Supporting destination development · YouTube · UN Tourism · 35 min · for registered students

Further resources

  • UNWTO Guidelines for Institutional Strengthening of Destination Management Organizations (DMOs) (2019) · PDF · Un, guidance · for registered students
  • OECD Tourism Trends and Policies 2024, ch. 1: Tourism Trends and Policies · PDF · Oecd, report; pp. 16–46 · for registered students
  • Government response to the de Bois Review of Destination Management Organisations (DCMS, 2022) · PDF · GOV.UK, guidance · for registered students
Materials marked “for registered students” open in the student portal, which is set up as soon as you receive final acceptance.
Week 3Week 5
Course chat

Admitted students ask questions on this week’s page in the student portal: an AI assistant trained on the course answers first, and during the course’s timetabled classes Connect to your tutor brings your tutor into the chat, who may start a call if needed.

Open this week in the portal
Course plan
  • Week 1: The Strategic Rationale for Destination Management
  • Week 2: Evaluating Tourism Impacts across Destinations
  • Week 3: External Drivers and Macro-Environmental Influences
  • Week 4: Evolution of Destination Governance and Marketing
  • Week 5: Core Roles and Functions of Destination Management Organisa…
  • Week 6: Evaluating DMO Performance and Effectiveness
  • Week 7: Stakeholder Landscapes in Destination Ecosystems
  • Midterm: Midterm evaluation
  • Week 9: Interest Groups, Advocacy, and Power Dynamics
  • Week 10: Integrating Destination Marketing and Destination Management
  • Week 11: Comparative Analysis and Future Destination Models
  • Week 12: Applying Destination Management in practice: case studies
  • Week 13: Assignment workshop: research, planning and referencing
  • Week 14: Assignment workshop: drafting, feedback and improvement
  • Week 15: Review and coursework completion
  • Final: Final assessment and submission
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