Module Assignment Brief

Programme: Business & Tourism Management

Level: Level 6 Module Title: Destination Management
Dr Rob Clinton and Dr Augustine
Module code: BTM6DMA Module leader/s:
Imonikhe
Assignment Assignment
1 Essay
No: Type:
Assignment
Assignment
100% Word Count: (or 4000 words
weighting %:
equivalent)
All penalties that are listed at the end of this document in the Table of
Penalties
Penalties.

Submission Dates and Times (Day: Date & Time)

Summative
Monday 18th November 2024 @ 14:00
deadline
Late Submission Wednesday 20th November 2024 @ 14:00
Resubmission 1
Friday 24 January 2025 @ 14:00
Deadline
Resubmission 2
Saturday 22 March 2025 @ 14:00
Deadline
Grade & All Grades and Feedback release dates are 21 days (about 3 weeks)
Feedback release after the submission date. If an assignment deadline is @ 2:00pm
Dates then the grade release date will be @ 2:00pm

This assignment has been designed to provide you with an opportunity to demonstrate
your achievement of the following module learning outcomes:
Module
Learning Analyse and assess the importance of destination management.
Outcome 1
Module
Utilise and apply relevant destination development models in a variety
Learning
of international and regional tourism settings.
Outcome 2
Module Critically assess the role of Destination Management Organisations
Learning (DMO's) in managing the destinations resources and destination
Outcome 3 development.
Module
Evaluate the principles of sustainability to destination management in the tourism
Learning
industry.
Outcome 4

Assignment Requirements
Overview This assignment requires you to write an individual essay that critically assesses
the role of Destination Management Organisations (DMOs) in advancing both
international and regional tourism development.
The essay aims to deepen your understanding of how DMOs play a crucial role in
promoting sustainable growth, managing resources, and implementing strategic
plans within the tourism industry.
DESCRIPTION OF THE TASK – WHAT ARE YOU BEING ASKED TO DO?
The submission of a written essay that critically evaluates the role of DMOs in
both international and regional tourism development, with a focus on their
 strategic, economic, social, and environmental contributions (4,000 words).
Essay (4,000 words) – 100%
You are required to produce an essay on “A Critical Review of the Role of
DMOs in International and Regional Tourism Development” using a variety of
research materials.
The essay must include:

Assignment
task/s to be
completed 1. Introduction (300 words):
 Outline the aims and objectives of the essay, including an
exploration of how sustainable practices are integrated into
tourism management to address economic, social, and
environmental factors.
 Briefly explain the role of DMOs and their importance in both
international and regional tourism development.
 Highlight the growing significance of effective destination
management in a rapidly changing global tourism landscape.

2. Task 1 (1,000 words): The Value of Tourism and the Growing

Need for Effective Destination Management
 Overview of Tourism as an Asset: Discuss tourism as a major
economic, social, and cultural asset on both a global and regional
level.
 Economic Contributions: Utilize the UNWTO Barometer to
explore tourism’s impact on GDP, employment, and local
economies both globally and regionally.
 Social and Cultural Importance: Evaluate how DMOs promote
cultural exchange, social integration, and the preservation of
cultural heritage.
 Environmental Impact: Assess how DMOs must balance
economic gains with the sustainable management of
environmental resources.
 Case Studies: Utilize a range of case studies both in the UK
(domestic and regional) and international) (e.g., Barcelona, Bali,
Scotland’s Highlands) to showcase how DMOs effectively manage
economic, social, and environmental factors within different
destinations.

3. Task 2 (1,000 words): The Application of Theoretical

Concepts within a DMO Context
 Tourism Area Life Cycle: Discuss how the Tourism Area Life
Cycle (TALC) model can be applied by DMOs to manage
destination development from exploration to decline, with a
focus on rejuvenation strategies.
 SWOT Analysis: Examine how DMOs use SWOT (Strengths,
Weaknesses, Opportunities, and Threats) analysis to shape their
strategies and decision-making.
 Carrying Capacity: Analyse how DMOs assess the carrying
capacity of tourism destinations to prevent over-tourism and
resource strain.
  Tourist Typology: Discuss the importance of understanding
different types of tourists (allocentric vs. psychocentric) and how
DMOs tailor their offerings to meet the diverse needs and
preferences of these groups.
 Examples of Theoretical Application: Use examples to show
how these theoretical approaches have been applied in real-
world scenarios by DMOs to manage tourism growth,
sustainability, and visitor experiences.

4. Task 3 (1,000 words): The Role of DMOs in Developing

Regional Tourism Destination Plans (TDPs)
 Strategic Role in TDPs: Explain the critical role of DMOs in
creating and managing Tourism Destination Plans (TDPs) that
align regional tourism with international best practices.
 Infrastructure Development: Assess how DMOs are
responsible for ensuring the availability and quality of tourism
infrastructure such as transportation, accommodations, and
attractions.
 Human Resource Management: Discuss how DMOs support
local employment and capacity-building by providing training and
development opportunities for tourism professionals.
 Natural Resource Management: Explore how DMOs manage
natural resources to ensure sustainability, protect biodiversity,
and minimize environmental impacts.
 Sustainability and Green Tourism: Critically assess the role of
DMOs in promoting sustainable tourism practices and integrating
green tourism principles into their TDPs.
 Case Study Examples: Use a range of examples, including
regional case studies from the UK, alongside international
examples like Singapore, Costa Rica, and New Zealand, to
illustrate how Destination Management Organizations (DMOs)
have successfully managed infrastructure, human, and natural
resources while ensuring sustainable growth.
5. Conclusion (700 words):
 Summary of Key Points: Summarize the main findings from
the essay, reinforcing the critical role that DMOs play in
international and regional tourism development.
 Challenges and Future Considerations: Reflect on the key
challenges DMOs face, such as climate change, over-tourism,
and shifting tourist behaviours.
 Recommendations: Provide recommendations for how DMOs
can enhance their roles moving forward, including adopting
innovative technologies, improving collaboration with
stakeholders, and strengthening sustainability efforts.
 Concluding Thoughts: Conclude with a reflection on the
growing significance of DMOs in ensuring the sustainable
development of tourism destinations globally and regionally.

Additional Important Notes:

Information  Your essay must be based on reliable research and supported
required to with a minimum of 15 different sources. Academic concepts,
support theories, and research findings must be properly cited in
completing accordance with the CCCU Harvard Referencing Style.
the tasks  Headers, pictures, graphs, bold or italic fonts should NOT be used
above in the body of the text in academic essays. Should you believe
informative diagrams or graphs are useful, please attach them in
the appendix.
 Students NO LONGER need to attach the cover sheet
given onto their essays and DO NOT need to complete the
particulars on the cover sheet. Marking will be done
ANONYMOUSLY.

See attached grid for grade descriptors.

Mandatory Referencing and Research Requirements

Referencin
CCCU Harvard Referencing Style.
g Style
Core:

Perez, W. (2022) Tourism Destination Management. New York: States

Academic Press.

Recommended:

• Boniface, B. Cooper, R. and Cooper, C. (2021) Worldwide

Mandatory
Destinations. The Geography of Travel and Tourism. 8 th edn. New
Sources to
York: Routledge
be included
in the
• Ryan, C. (2020) Advanced Introduction to Tourism Destination
Assignment
Management. Cheltenham: Edward Elgar Publishing.

• Von Magius Mogelhoj, H. (2021) Overtourism: The Role of Effective

Destination Management. New York: Business Expert Press.

• Morrison, A.M. (2023) Marketing and Managing Tourist Destinations.

3rd edn. New York: Routledge
Format of your submission and how your assignment will be assessed

This assignment should be submitted electronically via Moodle (module tutors will discuss this
process with you during class time).

 Please ensure that your work has been saved in an appropriate file format (Microsoft
Word). Your file must also contain at least 20 words of text, consist of fewer than 400
pages and be less than 40MB in size.

 You can submit your work as many times as you like before the submission date. If you
do submit your work more than once, your earlier submission will be replaced by the most
recent version.

 Once you have submitted your work, you will receive a digital receipt as proof of
submission, which will be sent to your forwarded e-mail address (provided you have set
this up). Please keep this receipt for future reference, along with the original electronic
copy of your assignment

 You are reminded of the University’s regulations on academic misconduct, which can be
viewed on the University website: Academic Misconduct Policy. In submitting your
assignment, you are acknowledging that you have read and understood these
regulations.

Assessment Criteria:

Your work will be assessed to the extent it demonstrates your achievement of the stated
learning outcomes for this assignment (see above) and against other key criteria, as defined in
the University’s institutional grading descriptors. If it is appropriate to the format of your
assignment and your subject area, a proportion of your marks will also depend on your use of
academic referencing conventions.

This assignment will be marked according to the grading descriptors for Level 6; also see Table
of Penalties enclosed to the Assignment Brief and Assessment Guide.
Marking Scheme / Rubric - The Marking Scheme (otherwise known as a rubric) is below:

Wei
ghti
ng
% Criteri 49-40
A 100-80 59-50
Ref (Mu a 79-70 : 69-60 :
r : : 39-20 19-0 :
ere st (with Very : Satisf
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nce add 5 or Good Good actor
a ent d
up 6) y
to
100
)
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ledge edge nstrate sa d tion of this assign
and s an good descr theor assig ment
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ledge tandin ve, matic knowl satisf t is a
and g of accura and edge actory some lack of
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 Submission Requirements
Submission This assignment should be submitted electronically using Moodle to the Module
Platform Submission link
Submission This assignment will be subject to Anonymous Marking by lecturers
Date &Time therefore you should not upload any front sheets for this assignment
or put any information into the assignment brief that identifies you
either by name or student ID.

This assignment will be subject to Random VIVA selection. You will

be asked to attend a meeting to demonstrate your knowledge of the
assignment which should take no longer than 20-30 minutes. Please
note that failure to attend the meeting means that the assignment
will be graded zero until you have attended.

All submission & resubmission dates and time are as stated at the beginning of this
Assignment brief.

You should submit your Assignment for all deadlines earlier than 2:00pm on the date
stated.

Late submissions can be accepted for Summative Submissions only up to a maximum of

2 working days after the submission deadline. This does not apply to resubmission
deadlines. A 10-mark deduction will be made by CCCU for all late submissions.

Work submitted more than two working days after the deadline will not be accepted and
will be recorded as a non-submission.

Assignments submitted to the Resubmissions deadlines will be capped at 40 by CCCU.

If you are affected by events which are unexpected, outside your control and short-term
in nature (i.e. lasting one to two weeks), under the exceptional circumstances procedure
you may be eligible for:

 A seven-day extension to your coursework (via self-certification request).

 A 14-day extension to your coursework (via evidence-based request).
 To defer your exam or time-constrained assessment if you have not yet
submitted/attempted it (via self-certification or evidence-based request).
 To re-take an exam/time-constrained assessment, if you feel your performance
on your first attempt was negatively impacted (via impaired performance
request).

Please note students are only eligible to have a maximum of 2 self-certification requests
per academic year.

You can make a self-certification request up to 14 calendar days before your deadline:
 for coursework it must be no later than 2pm on the deadline date
 for exams and time-constrained assessments, the request must be submitted no
later than the start time of the assessment.
 Table of Penalties

Issue with the Assignment Penalty to be Applied

The Assignment will be graded zero. Written feedback will be
‘This assignment has been identified as potential Academic
Misconduct/Breach of Academic Integrity. You will be invited to a
meeting to discuss’.

You will be invited to a meeting with an academic Misconduct

reviewer. When you attend the meeting if Academic Misconduct
or the breach of Academic Integrity is upheld you will be asked
Suspected Academic Misconduct
to rewrite the section of the assignment it applies to and re-
or Breach of Academic integrity
submit the assignment.

Do not upload any assignments to the AMC submission links

before the meeting otherwise it will be removed.

Failure to attend the meeting means the assignment will remain

graded at zero and you will be unable to pass the module until
you have attended the meeting.
A 10-mark deduction applied to the overall grade that is
manually entered by the Lecturer. This deduction is capped at
The assignment is more than 10%
40%, which means an assignment cannot get less than 40% if a
over the prescribed wordcount i.e.
deduction has to be made.
for 3,000 words, if 3,400 is
submitted excluding the cover
For example, if the mark for the assignment was 60. The lecturer
page, table of contents, references
would deduct 10 marks, and the mark will be 50. Written
and appendices.
feedback will also state ‘This assignment is 10% over the
wordcount and 10 marks have been deducted’.
Where assignments are more than
10% less than the prescribed
wordcount and lecturers cannot This assignment will be graded below 40.
identify if the learning outcomes
have been met.
This assignment will be graded a Fail.
Where a student submits a .pdf
The lecturer will grade as 1 and the written feedback will state
instead of a word document.
‘This is a pdf submission and is not allowed. All submissions
should be in Microsoft Word format’.
This assignment will be graded a Fail.

The lecturer will grade as 1 and the written feedback will state
Students not working in their ‘This submission was not completed in the designated group’.
groups as agreed by the lecturer.
Please note: Where a student has asked the lecturer to
move from their original group and the lecturer has agreed
this does not apply.
For a presentation assignment that
The Oral rubric criteria is not moved, and the oral criteria will
requires oral delivery, and the
remain at zero.
student does not present in person.
For a presentation assignment and
the student does not upload a The communication rubric criteria is not moved, and the
converted PPT To Word File with communication criteria will remain at zero.
speaker notes.
For a presentation assignment that This assignment will be graded a Fail.
requires oral delivery, and the
student did not present on the day The lecturer will grade as 1 and the written feedback will state
or upload the presentation to a ‘There was no Oral presentation in class and the submission
Word document with speaker was not converted to Microsoft Word’.
 Notes.
For a presentation assignment the This assignment will be graded a Fail.
student uploads a file that contains
no slides and is simply continuous The lecturer will grade as 1 and the written feedback will state
text. ‘There are no slides present in the assignment submission’.
If the assignment is group work
and the resubmission is not
changed to individual work.

If a group assignment is failed then

the resubmitted work must be
This assignment will be graded a Fail.
changed by a minimum of 25% to
make it an individual piece of work.
The lecturer will grade as 1 and the written feedback will state
‘This resubmission should be individual and a minimum of 25%
This means if a Group Presentation
of the assignment has not changed’.
is 12 slides a minimum of 3 must
be different to the group
submission. If the assignment is a
Group Poster with 6 text boxes
then a minimum of 2 of them must
be different to the Group Poster.
Where a written assignment has
This assignment will be graded 0 and the written feedback
text that is unable to be read by
should state ‘This assignment is unreadable by Turnitin and
Turnitin because it is either a
cannot be checked for Academic Misconduct. It has been
graphical image (excluding
referred for an AMC meeting’.
Presentations & Posters); for
example, a screenshot or the
The assignment will then be referred for Academic Misconduct
assignment is written within text
investigation.
boxes on each page.
An assignment that does not make
use of any Mandatory references The reference rubric criteria is not moved and that criteria will
provided in the assignment remain at zero
brief/Module Handbook.
The reference rubric criteria is not moved and that criteria will
remain at zero.
An assignment has a reference list, Written feedback should state ’The reference criteria has been
but no citations. graded Zero as no citations have been used. Please include
citations in your assignment to support the academic points
being made’.
Foundation & Level 4 - The reference rubric criteria is not
moved and that criteria will remain at zero. The written feedback
will state ‘Please ensure that you use citations and references to
An assignment has no citations support your assignment submission’.
and no reference list.
At Level 5 and Level 6 this would be graded as a Fail. The
lecturer will grade as 1 and written feedback will also show ‘This
assignment has no citations and no reference list’.
This will be referred for Academic Misconduct.

Where False references are This assignment will be graded 0 and the written feedback
included in an assignment. should state ‘This assignment contains false references and has
been referred for Academic Misconduct. You will be invited to
attend an Academic Misconduct meeting’.
This assignment will be graded a Fail.
Assignment is submitted after the
Late Deadline or if it is a
The lecturer will grade as 1 and written feedback should state
Resubmission, after the
'This assignment was submitted after the deadline. Please
Resubmission deadline
resubmit at the next resubmission opportunity.'

Student Integrity and Academic Misconduct

The values of student integrity expected by CCCU are:
  Honesty – being clear about what is your work and where your ideas come from other sources.
 Trust – others can have faith in you being open about your work and acknowledging others’ work.
 Fairness – you do not try to gain an unfair advantage in using others’ work.
 Responsibility – you take an active role in applying the principle of Academic Integrity to your work.
 Respect – you show respect for the work of others.
Peer-support:
Students might choose to get support from their peers when preparing assessments, such as discussing
the subject of the assessment, exchanging ideas, and receiving suggestions for improving the work. This is
peer-support, and the University accepts this as a reasonable expectation when completing assessments.
However, peers must not make any changes to anyone’s assessments as such actions could lead to
allegations of academic misconduct.

Use of English as the medium of assessment:

Students cannot write an assessment in another language and subsequently translate their work into
English or have it translated by any form of third-party. Use of translation software or third-party translators
is a form of academic misconduct.

Artificial Intelligence (AI):

Students must write the entire assessment without using AI software such as ChatGPT. Submitting an
assessment that contains any form of AI is a form of academic misconduct.

Proofreading:
Students can make use of Microsoft Word’s grammar and spell-checking functions but the use of
Grammarly is not allowed as it uses AI text generation. If student’s use third-party proofreaders, these
cannot make any changes that alter the assessment in anyway including correcting language or citation
format errors. Third-party alterations to the assessment are a form of academic misconduct.

Plagiarism
Plagiarism can be defined as incorporating another person’s material from books, journals, the internet,
another student’s work, or any other source into assessment material without acknowledgement. It
includes:
 Using exactly the same words (sentences, phrases or even expressions not in everyday use,
invented or created by an author to explain an idea) as used originally
 Rephrasing by making slight adjustments
 Paraphrasing in a way which may deceive the reader as to the source.
 Plagiarism in whatever form it takes is form of academic misconduct.
Collusion:
If students submit work for assessment that is falsely presented as the student’s own work but was jointly
written with somebody else; this is a form of academic misconduct.

Duplication/Self-Plagiarism:
The inclusion in assessments of a significant amount of identical or substantially similar material to that
already submitted for assessment by the student and graded for the same course or any other course or
module at this University or elsewhere is classed as self-plagiarism. It does not include a resubmission of
the same piece of work allowed by the examiners in an improved or revised form for reassessment
purposes. Self-plagiarism is a form of academic misconduct.

Further clarification of the above can be found in CCCU’s Academic Misconduct documents below
1. CCCU Student Academic Misconduct Procedures can found below: Please click the link to Open.
https://www.canterbury.ac.uk/asset-library/policy-zone/Student-Academic-Misconduct-Procedures-staff-
students.pdf
2. CCCU Student Academic Integrity Policy can be found below: Please click the link to Open.
https://www.canterbury.ac.uk/asset-library/policy-zone/Student-Academic-Integrity-Policy.pdf