The purpose of this module is to provide students with a coherent outline of the fundamental principles, concepts, policies and analytical frameworks of leisure and tourism marketing from an international perspective. It will also address the key issues and trends facing the public, private and voluntary sector providers of leisure and tourism facilities, together with an overview of tourist behaviour and the pattern of demand for domestic and international tourism at the level of the tourist destination. In addition, the module will focus on the specific issues that are influencing contemporary tourism marketing in the main tourist-generating and receiving regions of the world.

Topics covered in the module will be drawn from: the structure and organisation of the tourism system; components and attributes of the tourism industry, travel and tourism marketing environment; nature and characteristics of service marketing; role of marketing research in tourism; marketing implications of tourism policy; tourist behaviour, motivation and typologies; the tourism product offering; customer service and quality; augmented marketing mix and branding; destination image; substitutability and differentiation; marketing sustainable tourism; tourism and regeneration; destinations in the global tourism market; tourism marketing challenges and contemporary issues.

Beech, J & Chadwick, S (eds) (2006) The Business of Tourism. FT Prentice Hall
Kotler, P et al (2005) Marketing for Hospitality and Tourism. Prentice Hall
Middleton V T C & Clarke J (2001) Marketing in Travel and Tourism (Butterworth Heinemann)
Theobald, W F (ed) (2005) Global Tourism. Butterworth Heinemann
Vellas F & Becherel L (1999) International Marketing of Travel & Tourism. Macmillan
Hudson F (2008) Tourism and Hospitality Marketing: A Global Perspective. Sage, London.

The learning strategies will require students to commit 150 learning hours, of which 36 hours will consist of contact time. Lectures (12 hours) will provide students with a broad theoretical overview and the conceptual frameworks needed to appraise the marketing of leisure and tourism in international contexts. Group workshops and tutorial support activities (24 hours) will provide students with the opportunity to develop and use a range of analytical techniques and critical thinking skills to apply the underpinning theories to cases and scenarios, and to complete data analysis and interpretation exercises in preparation for the assessment.

A further 114 hours of independent study will require students to read and think about the case study preparatory questions which will form the basis of the case discussions. Students are also required to organise and review their lecture notes and undertake preparatory reading and research on assigned material in order to participate in, and lead, class discussions individually and as part of a group.

Library
The Internet

Details: The individual 2500 word essay (100%) based on either a case study or set in a specific destination context. It will assess all Learning Outcomes