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. In 2018, we have the exclusive opportunity to study brand experiences - in particular, destination and place brands - through applied research with local businesses.
|Paper title||Tourism Marketing|
|Teaching period||Second Semester|
|Domestic Tuition Fees (NZD)||$1,101.55|
|International Tuition Fees (NZD)||$5,026.17|
- Normally available only to postgraduate and/or DipGrad students.
- More information link
- View more information on the Department of Marketing's website
- Teaching staff
- Paper Co-ordinator: Professor Juergen Gnoth
Lecturers: Dr Andrea Insch, Dr Shelagh Ferguson
- 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.
- There is no required textbook 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