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MART467 Tourism Marketing

The application of consumer behaviour and marketing theory to practical issues in providing tourism's core product: experiences. Includes an applied research opportunity with local businesses.

Tourism is one of the largest and most complex service providers not only in the world but also in New Zealand. It provides a plethora of unique marketing challenges, particularly in holiday and event markets. In this paper we aim to apply consumer behaviour and marketing theory to practical issues in providing tourism's core product: experiences.

Paper title Tourism Marketing
Paper code MART467
Subject Marketing
EFTS 0.1667
Points 20 points
Teaching period Not offered in 2023 (On campus)
Domestic Tuition Fees (NZD) $1,163.90
International Tuition Fees Tuition Fees for international students are elsewhere on this website.

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Normally available only to postgraduate and/or DipGrad students.
Teaching staff

To be advised when paper next offered.

Paper Structure
This paper will cover the following themes:
  • Introduction to Place Branding
  • Introduction to Destination Branding
  • Destination Brand Architecture
  • Experiences and Experiencing Tourism
  • Qualitative Research in Tourism
Teaching Arrangements
One 2-hour lecture each week for 13 weeks.

Textbooks are not required for this paper.

Course outline
View the course outline for MART 467
Graduate Attributes Emphasised
Global perspective, Lifelong learning, Scholarship, Communication, Critical thinking, Cultural understanding, Ethics, Environmental literacy, Research.
View more information about Otago's graduate attributes.
Learning Outcomes

Upon successful completion of the paper, students will be able to:

  • Discuss and evaluate tourism marketing theory, including brand-consumption and tourism experience theory
  • Debate contemporary issues relevant to tourism destination branding and the consumption of places
  • Apply tourism marketing theory to a practical tourism branding research problem
  • Generate and present a marketing research report for a tourism business

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Not offered in 2023

Teaching method
This paper is taught On Campus
Learning management system