Marketing and communication strategies contribute towards the growth of a visitor attraction/ visitor attraction destination. Developments in digital technology continually provide visitor attraction manager opportunities to apply effective marketing planning to attract visitors to tourist attractions/destinations.


Examples of the range of themes which will be covered enable students to develop a marketing plan for a visitor attraction/destination within the UK: -


Overview of tourism marketing

Developing an effective marketing and communications plan

Reaching current and potential visitors

Market segmentation and targeting

Branding

Content marketing

Paid, owned and earned media

The future of marketing and digital communication

You will be required to write a group digital marketing and communications plan for a visitor attraction within a UK destination. Within your planning you will consider the internal and external factors which will contribute towards the visitor attraction contributing towards the local economy of the visitor attraction destination. Contemporary digital marketing strategies, platforms/tools will be considered within your planning.

Meets LOs 1-4.

The learning strategy for this module is based around students committing a total of 200 hours of activities towards achieving the learning outcomes.



These will be split between 48 hours of direct contact with a tutor and 152 hours of directed, guided and self-study, together with preparation for and completion of the assessment tasks. Learning support material will be provided for the module.



The module will draw upon a mixture of activities including lectures, web-based activities, case study analysis, relevant videos and in-class discussions, individual and group problem solving and self-directed learning

1. Gain an understanding on how effective marketing strategies can contribute towards building growth for the visitor attractions and local economy of a visitor attraction destination.

Learning, Knowledge and Understanding.


2. Determine how advances in digital technology contribute towards effective marketing communication strategies within the tourism/visitor attraction sector

Analysis, Knowledge and Understanding


3. Analyse a range of digital platforms which could be applied effectively within a marketing and communication plan for a tourist attraction/destination

Analysis


4. Apply marketing and communication strategies to develop a marketing plan for a UK Visitor Attraction/Destination

Application and Communication

Staffordshire University Library

Kolb B (2017) Tourism Marketing For Cities and Towns: Using Social Media, Oxon, Routledge Press

Kingsnorth (2022) The Digital Marketing Handbook: Deliver Powerful Digital Marketing Campaigns, London, Kogan Page

Morrison A (2022) Tourism Marketing The Age of The Consumer, Oxon, Routledge Press

Morrison A (2019) Marketing and Managing Tourism Destination, Second Edition, Oxon, Routledge Press

Ryan D (2021) Understanding Digital Marketing A Complete Guide To Engaging Customers and Implementing Successful Digital Campaigns, Fifth Edition, London, Kogan Pres

Marketing and communication strategies contribute towards the growth of a visitor attraction/ visitor attraction destination. The module is an opportunity to develop marketing and digital communication skills and knowledge to develop an effective marketing plan for a visitor attraction within a UK destination. The module will consist of face-to-face interactive delivery, practical workshops, guest speakers and visits.