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Course Outline and Assessment 2010-2011

BA Tourism Management Dr Andrew Clegg

Sustainable Destination Management

BML309: Sustainable Destination Management

Sustainable Destination Management

Sustainable Destination Management Introduction

The aim of this module is to encourage students to reflect on the management principles and practices identified in earlier modules at Levels 1 and 2, and capitalise on their knowledge and expertise when thinking about the operational dimensions of preparing a sustainable and integrated destination management plan. This module has been designed around the Destination Management Handbook - A Sustainable Approach published by the Tourism Management Institute and the English Tourism Council in 2003. This module provides the culmination to the sustainability theme that runs through the Tourism Management degree programme; while BAM230 Sustainable Business Management provided a detailed examination of sustainability concepts and principles, this module is more specifically focused on the operational dynamics and practical realities of creating and managing a sustainable destination environment, and its links to other policy areas.

Learning Outcomes

Knowledge and Understanding: On successful completion of this module students will be able to: n Identify

and critically assess the main approaches to Sustainable Destination Management

n Critically

evaluate the basic principles and practices related to Sustainable Destination Management through applied project work

n Practically

apply the VICE model (Visitor, Industry, Community, Environment) and demonstrate how the objectives of sustainable tourism can be achieved and operationalised within the context of a destination environment

n Synthesise

good practice in sustainable destination management from a variety of destination environments

n Communicate n Work

effectively in written and verbal form

co-operatively with others

n Demonstrate

planning, organisational and time management


BML309: Sustainable Destination Management

n Demonstrate

appropriate IT skills

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Module Content*

Sustainable Destination Management


Week 1: Introduction: The Competitive Destination


Week 2: Destination Management Strategies [1]


Week 3: Destination Management Strategies [2]


Week 4:


Week 5: Managing Destination Quality


Week 6: Reading Week


Week 7: Managing Destination Sustainability


**Consultancy Project Review Meetings** Each group will be expected to outline progress made on consultancy projects between 12.30pm and 3.30pm

Developing Tourism Partnerships: Community and Stakeholder Involvements

11/3/11: Week 8: Fieldtrip [TBC] 18/3/11: Week 9: Destination Management Organisations 25/3/11: Week 10: Destination Marketing and Branding 1/4/11:

Week 11: Destination Monitoring and Benchmarking


Week 12: Managing Destinations in Crisis

[*The programme may change from the published itinerary due to timing of fieldtrips and availability of guest speakers]. All sessions for BML309 will be taught in Mordington 2.23. The specific learning outcomes for each session are provided on a weekly basis, and can be accessed via the BML309 Moodle homepage. The main focus of this module will be on workshops and student-led activities, supported by a series of introductory lectures. Many of the key themes covered in this module will have been introduced at some point within the degree programme, and the sessions will encourage students to reflect on management principles and practices and apply them specifically in the context of sustainable destination management. Please note that sessions with guest speakers and fieldtrips may run to 1pm. Precise timings for any trips will be provided during the module. I would ask that when we have guest speakers that you make attendance a priority please.

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Module Resources

Sustainable Destination Management

In addition to journals and textbooks available in the libraries, additional module resources are available online via the BML309 homepage on Moodle. Reading lists, online publications, weblinks and statistics are available at Resources are also available online via Business Source Premium, and useful journals can also be found at Chichester Public Library and Chichester College. You will be introduced to the resources available to you during the programme. If you run into problems please do not hesitate to ask the library staff for assistance or you could ask the Tourism Management Subject Librarian, Rosemary Noble, for help. A number of relevant text to get you started include: RITCHIE, J.R.B. and CROUCH, G. (2003), The Competitive Destination - A Sustainable Tourism Perspective, CABI Publishing, Oxon. SWARBROOKE, J. (1999), Sustainable Tourism Management, CABI Publishing, Oxon. GODFREY, K. AND CLARKE, J. (2000), The Tourism Development Handbook, Cassell, London. Students must also download a copy of the Destination Management Handbook (DMH) from Moodle homepage. Additional materials relating to the DMH have also been provided on Moodle.

Self-Directed Activities

As part of the 150 hours for each module, you will also be asked to complete short tasks that will form part of the next lecture session. While not assessed, these tasks are intended to support your own learning, and to explore specific tourism issues covered during the module. Specific tasks will be allocated on a weekly basis. It is essential that these tasks are completed, as they designed to encourage you to start reading and exploring the resources that you have to hand.

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Sustainable Destination Management

The assessment for this module will consist of a group consultancy report (50%, 1750 words per student), an individual presentation (approx 10 min; 30%), and an individual interview (20%). Group Consultancy Report Students will be asked to prepare a group consultancy report around a specific destination development scenario. The specific briefs will be provided under separate documentation. The assessment criteria for consultancy report are: n Ability

to work to guidelines outlined in a consultancy brief

n Ability

to carry out a subsequent investigation, using available

sources and relevant approaches n Ability

to produce a high quality report which is well structured,

exhibits cogent and critical arguments, conforms to a high standard of literary (and numeracy if relevant), and displays good referencing skills Application Process 1: Individual Presentation The individual presentation will be part of the application process for a related destination management related position. Information relating to the application process will be provided via separate documentation. The assessment criteria for presentation are: n Structure

and delivery of the presentation

n Depth

and knowledge of the subject

n Ability

to convey information accurately and succinctly

n The

use and quality of visual aids

Application Process 2: Individual Interview The aim of this interview is to demonstrate your awareness of sustainable destination management, in relation to the chosen destination management post. It is envisaged that this interview will reflect the types of questions that you may get asked at interview. Please note that a Destination Management professional will be attending the job interviews and that you should dress accordingly. The assessment criteria for the individual interview are: n Evidence

of knowledge and understanding in relation to the

principles and practices related to Sustainable Destination Management n Clarity and conciseness of responses, in relation to the consultancy

report and presentation p. 6

Sustainable Destination Management

Resubmission In the unlikely event that you fail this module, the resit will consist of a research essay based on a specific destination management theme. If you have any problems regarding your work you should talk to your module tutor. Details relating to mitigation can be found in the student handbook which can be accessed via the BML309 Moodle homepage.

Submission Dates

Key dates for your diary: n

The group consultancy report must be submitted to Emma Clayfield by 1pm on Wednesday 11th May.


The individual presentations and interviews will take place over Thursday 12th and Friday 13th May. Specific interview slots and times will be issued during the course of the module.

Student Support

I can be found on the top of floor of the Mordington building (Room 2.19) on the Bognor Regis campus. If you have any problems please do not hesitate to come and see me. While I am usually around, consultancy work does take me off campus from time to time. Therefore while you are welcome to pop in informally, please email me to make an appointment ( 01243 812017) to guarantee that I am in to see you. You can also contact me via Skype. My Skype username is: andyshelpline. I will try and reply to your emails as I can quickly as I can, but at a minimum please give me 24 hours. You are also strongly advised to check your emails regularly regarding module updates etc.


At the end of the module, you will have the opportunity to complete a module evaluation form to comment on the overall structure, content and quality of the programme. If you have any immediate concerns about the quality of the module then please do not hesitate to come and talk to me directly. The module evaluation form will be available online via the BML309 Moodle homepage. A copy of the evaluation form for 2009-2010 and the programme response is available via the BML309 homepage.

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Student Conduct

Sustainable Destination Management

The University’s Commitment Charter (Section C) sets out the codes of behaviour that staff and students can expect from one another. Every member of the University community is expected to uphold the Charter commitments and to help to maintain a respectful and constructive learning environment for themselves and for others. In contact (class) time, and outside of it, the University expects you to show consideration towards other students and the staff of the University. In lectures, seminars and workshops it is your responsibility to avoid behaviour which distracts the learning process for yourself and others. Behaviours which may seem insignificant to you, such as whispering to friends, or texting during a seminar, are almost always noticed! They can have an accumulative, negative impact on the group and the tutor. Such behaviours signal lack of respect for others - even if this was not your intention. To help illustrate these points, here are some behaviours that students and tutors have found distracting: n Talking or whispering in lectures, outside times set aside for group

discussion n Talking

amongst each other when a guest speaker has been

invited in to the session n Talking

or whispering while other students are making points

n Interrupting n Habitually

other students or the tutor while they are talking

arriving late or leaving early (without forewarning the

tutor) n Sending n Mobile

and receiving texts

phones ringing (mobile phones should be turned off at

the start of the session) n Using

MP3 players

n Playing

electronic games

n Surfing

the net in class (inc. Facebook)

Students whose behaviour disrupts a class persistently may be asked to leave the session. However we are sure that as adult learners you’ll use common sense and be willing to help create the best possible learning environment for everyone.

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Sustainable Destination Management

Students are reminded that attendance at all modules is compulsory. If you miss a session, for what ever reason, you should complete and submit a student absence form to Emma Clayfield. This should be completed as soon as possible from the date of absence. You are reminded that persistent absence can potentially result in your deregistration from the module. The full University regulations regarding attendance can be found in your student handbook and can be accessed via the BML309 Moodle homepage. You are also asked to arrive punctually for your lectures.

Working with Industry

When working with external clients you must remember that you are representing the University and I would like you to be professional and courteous at all times. Please liaise with your client in a timely manner, and respond to emails promptly. Please make sure that in any correspondance you add a signature to your email, with your position (Level 3 Undergraduate Tourism Management) and contact details. Please also dress professional for any meetings.

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Sustainable Destination Management

Undergraduate Assessment Criteria


Characteristics of % grade band



Penalty grade for academic malpractice


Of no relevance whatsoever to the objectives of the module assessment.


Very little of any relevance or substance. Lacking in application or quality.


An attempt has been made to address the relevant issues. However, it is still mainly of little relevance or is scanty and backed up with little or no evidence. The style may be inappropriate, with serious errors of grammar, spelling and structure. Displays some intellectual or practical application.


Some relevant issues are addressed, however the answer is largely descriptive or anecdotal, or is backed up with little evidence. The style may be inappropriate, with serious errors of grammar, spelling and structure. Inability to handle knowledge; limitations in practical skills.



The main issues have been addressed, but with some omissions. There is little theoretical content. The style may be inappropriate, with errors of grammar, spelling and structure. Limited in interpretative use of knowledge or in some practical skills.



A competent answer which addresses the main issues satisfactorily, but which may contain minor omissions or errors. Theoretical issues are addressed, but may be somewhat superficial. There is a degree of appreciation of the material, but this may show limited evidence of critical ability. The style is largely good. Good grasp of knowledge and practice with some limitations.

AN UPPER SECOND (2:1) 60-69%

All main issues addressed with clarity. There is evidence of wide reading. The work is well organised with relevant arguments cogently developed and supported by appropriate evidence. There is evidence of considerable critical and analytical ability, with clear insights and competent evaluation of material. It is well presented and structured. The grammar and style are good. Good capacity to interpret and use material flexibly, no practical inadequacies. At the higher margin, work will not contain any errors or omissions.



Highly critical and analytical, well presented and structured, with a comprehensive and insightful exposition of relevant theory and research. Demonstrates creative flair or excellent skill in performance linked with strong interpretative understanding.


As 70-79, but makes innovative or original links with related theory and/ or research. May be of publishable quality. Creative flair combined with strong interpretative understanding.


As 80-89 but highly original or innovative, or creates an entirely new synthesis of ideas. Of publishable quality. Creative flair combined with profound interpretative understanding.


Plagarism is taken extremely seriously by the University and you are reminded to ensure that you reference clearly and accurately in your work. University regulations relating to plagarism can be found in your student handbook. If you are ever in any doubt as to the best way of referencing source material then please seek guidance from your module tutor.

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