Assessment Title Assessment 3 – Destination Assessment Report
Learning Outcome/s 1, 2, 3, 4 & 5
Assessment type (group or individual) Individual
Weighting N/A
Word count Approximately 3000 words excluding executive summary, references and appendices
Format / Layout of Assessment
Proposal:
ICMS Cover Page
Table of Contents
Executive Summary
Introduction
Findings (Current state of the destination, current visitation, and goals of DAP)
Conclusions (Gap to be filled by proposed business)
Proposed Tourism Business
Reference List
Appendices
X
X
X
X
X
X
X
X
X
Assessment instructions Scenario:
A couple that have been living and working in the tourism industry overseas for the past ten years, are planning to return home to Australia, and more specifically the Great Ocean Road region of Victoria in the next few months. Knowing that tourism is a vital contributor to the economy of the region, they are thinking that they would like to start their own business. You have been asked by the couple to provide an assessment of the region, and recommendation for a new business opportunity in the tourism sector. The business you propose can be an attraction, activity, tour provider or boutique accommodation, but you will need to demonstrate that there is a market for this business and that it fits with the overall strategic tourism objectives for the region.
The region is currently divided into sixteen separate destinations, each with its own Destination Action Plan (DAP). These can be found here https://greatoceanroadtourism.org.au/destination-action-plans/ . You will need to pick which of these destinations your business would be located in and ensure that what you propose aligns with the DAP for that destination.
Your task is to write a report that:
? Critically appraises the region, its current visitors, current experiential offerings and tourism infrastructure.
? Evaluates the strategic tourism objectives for the region as a whole and the specific destination objectives as per the DAP.
? Identifies a gap in the current experiential offering that is aligned with the DAP for the selected destination.
? Proposes a tourism business that would fill that gap.
? Identifies the specific target market/s, who they are, how you selected them and why you think they would be interested what your business has to offer.
? Identifies what key relationships/partnerships the business would need to be successful.
? Outlines specific goals for your business to achieve.
? Specifies how you would measure the success of your business in achieving the objectives of the region and long-term viability of its operations.
The report must be well researched (based on relevant and reliable sources), and incorporate theories, management principles and the published strategies of tourism agencies that promote tourism and visitation to the Great Ocean Road region of Victoria. It should be written in an academic style, approx. 3000 words in length (not including executive summary, reference list or any appendices).
Be particularly careful to avoid plagiarism that is, passing other people’s work off as your own (academic theft). Penalties for plagiarism are heavy and may include failure in the course.
The main criteria for success:
1.Insight – The report should demonstrate an in-depth understanding of the destination/attraction experiential services and qualities, and tourist/visitor motivation theory and the role of stakeholders in providing and managing this.
- Substantiation – The report should be underpinned by course material and additional readings around the topic.
3.Clarity and structure – The report should be well structured and clearly presented
Readings for the assessment
(instructions where they can be found e.g. MyAthens database, Moodle etc.) Relevant readings for this assessment can be found on Moodle, relevant agency websites and using the EBSCO Discovery service.
Grading Criteria / Rubric The grading rubric for this assessment is attached
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