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Session: 2022/23

Last modified: 06/04/2021 11:23:35

Title of Module: Tourism and Destination Management

Code: TOUR10019 SCQF Level: 10
(Scottish Credit and Qualifications Framework)
Credit Points: 20 ECTS: 10
(European Credit Transfer Scheme)
School:School of Business & Creative Industries
Module Co-ordinator:Sandro  Carnicelli

Summary of Module

This module explores the key characteristics of destination management and marketing by drawing on areas related to governance, marketing strategies, image promotion and branding. The module demonstrates the need for an integrated approach to the planning, development and marketing of a destination examining local, regional, national and international examples

A key part of the module is to develop a critical understanding of the nature of Destination Management Organisations (DMOs) operations, challenges as well as opportunities. The module also provides students with the opportunity to develop a critical approach to analysing tourism destinations.


  • Understand Destination Development

  • Critically Analyse Destination Marketing Strategies

  • Demonstrates the need for an integrated approach to the planning, development and marketing of a destination

Module Delivery Method
Face-To-FaceBlendedFully OnlineHybridCHybridOWork-based Learning
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Term used to describe the traditional classroom environment where the students and the lecturer meet synchronously in the same room for the whole provision.

A mode of delivery of a module or a programme that involves online and face-to-face delivery of learning, teaching and assessment activities, student support and feedback. A programme may be considered “blended” if it includes a combination of face-to-face, online and blended modules. If an online programme has any compulsory face-to-face and campus elements it must be described as blended with clearly articulated delivery information to manage student expectations

Fully Online
Instruction that is solely delivered by web-based or internet-based technologies. This term is used to describe the previously used terms distance learning and e learning.

Online with mandatory face-to-face learning on Campus

Online with optional face-to-face learning on Campus

Work-based Learning
Learning activities where the main location for the learning experience is in the workplace.

Campus(es) for Module Delivery
The module will normally be offered on the following campuses / or by Distance/Online Learning: (Provided viable student numbers permit)
Paisley:Ayr:Dumfries:Lanarkshire:London:Distance/Online Learning:Other:
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Term(s) for Module Delivery
(Provided viable student numbers permit).
Term 1


Term 2


Term 3


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Learning Outcomes: (maximum of 5 statements)

On successful completion of this module the student will be able to:

L1. Demonstrate understanding of destination branding and promotion related to tourism development

L2. Critically discuss the underlying principles of DMOs and understand implications in managing and marketing a tourism destination

L3. Critically analyse and apply theoretical knowledge on destination management and marketing

Employability Skills and Personal Development Planning (PDP) Skills
SCQF Headings During completion of this module, there will be an opportunity to achieve core skills in:
Knowledge and Understanding (K and U) SCQF Level 10.

Developing a critical awareness of the principles of destination management and their application to branding, marketing, governance, and policy development strategies.

Demonstrate understanding of the integration of academic theories and models involved in management, marketing, branding, governance and public policy.

Practice: Applied Knowledge and Understanding SCQF Level 10.

Applying management, marketing and branding tools and techniques to a range of contexts and tourism destinations.

Generic Cognitive skills SCQF Level 10.

Dealing with complex issues and make informed judgements based on the knowledge developed in management, marketing, branding, governance and public policy

Communication, ICT and Numeracy Skills SCQF Level 10.

Communicate effectively and interpret complex concepts making effective use of technology to present documents in an appropriate form to a range of audiences

Autonomy, Accountability and Working with others SCQF Level 10.

Work with others to analyzing information and develop concepts associated with tourism destination management.

Pre-requisites: Before undertaking this module the student should have undertaken the following:
Module Code:
Module Title:
Co-requisitesModule Code:
Module Title:

* Indicates that module descriptor is not published.

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Learning and Teaching
This module takes a hybrid approach with both online asynchronous learning as well synchronous debates and discussions. The teaching can be done on campus classrooms or on virtual environment and the learning outcomes will be achieved with the development of critical debates.
Learning Activities
During completion of this module, the learning activities undertaken to achieve the module learning outcomes are stated below:
Student Learning Hours
(Normally totalling 200 hours):
(Note: Learning hours include both contact hours and hours spent on other learning activities)
Lecture/Core Content Delivery24
Tutorial/Synchronous Support Activity12
Asynchronous Class Activity56
Independent Study108
200 Hours Total

**Indicative Resources: (eg. Core text, journals, internet access)

The following materials form essential underpinning for the module content and ultimately for the learning outcomes:

Beritelli, P., Bieger, T., & Laesser C.(2007) Destination Governance: Using Corporate Governance Theories as a Foundation for Effective Destination Management. Journal of Travel Research. 46(1):96-107.

Kozak, M., & Kozak, N. (Eds.) (2019). Tourist destination management: Instruments, products, and case studies. Cham: Springer.

Wang, Y., & Pizam, A. (Eds.) (2011). Destination marketing and management: Theories
and applications. CABI International

(**N.B. Although reading lists should include current publications, students are advised (particularly for material marked with an asterisk*) to wait until the start of session for confirmation of the most up-to-date material)

Engagement Requirements

In line with the Academic Engagement Procedure, Students are defined as academically engaged if they are regularly engaged with timetabled teaching sessions, course-related learning resources including those in the Library and on the relevant learning platform, and complete assessments and submit these on time. Please refer to the Academic Engagement Procedure at the following link: Academic engagement procedure

Where a module has Professional, Statutory or Regulatory Body requirements these will be listed here:
University Regulations apply to this module

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Supplemental Information

Programme BoardMarketing, Innovation, Tourism & Events
Assessment Results (Pass/Fail) No
Subject Panel
ModeratorJacqui Greener
External Examiner
Accreditation Details
Version Number


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Assessment: (also refer to Assessment Outcomes Grids below)
An online test to be completed within a timescale and worth 20%
A case study report Worth 80%
(N.B. (i) Assessment Outcomes Grids for the module (one for each component) can be found below which clearly demonstrate how the learning outcomes of the module will be assessed.
(ii) An indicative schedule listing approximate times within the academic calendar when assessment is likely to feature will be provided within the Student Handbook.)

Assessment Outcome Grids (Footnote A.)

Component 1
Assessment Type (Footnote B.) Learning Outcome (1) Learning Outcome (2) Learning Outcome (3) Weighting (%) of Assessment ElementTimetabled Contact Hours

Component 2
Assessment Type (Footnote B.) Learning Outcome (1) Learning Outcome (2) Learning Outcome (3) Weighting (%) of Assessment ElementTimetabled Contact Hours
Combined Total For All Components0% 0 hours

A. Referred to within Assessment Section above
B. Identified in the Learning Outcome Section above

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  1. More than one assessment method can be used to assess individual learning outcomes.
  2. Schools are responsible for determining student contact hours. Please refer to University Policy on contact hours (extract contained within section 10 of the Module Descriptor guidance note).
    This will normally be variable across Schools, dependent on Programmes &/or Professional requirements.

Equality and Diversity
The Equality, Diversity and Human Rights policy underpins student engagement. We aim to make UWS a fair and equal place to study. Where requires module assessment will be adapted to meet student requirements
UWS Equality and Diversity Policy
(N.B. Every effort will be made by the University to accommodate any equality and diversity issues brought to the attention of the School)

2014 University of the West of Scotland

University of the West of Scotland is a Registered Scottish Charity.

Charity number SC002520.