Overview
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.
About this paper
| Paper title | Tourism Marketing |
|---|---|
| Subject | Marketing |
| EFTS | 0.1667 |
| Points | 20 points |
| Teaching period | Not offered in 2026 (On campus) |
| Domestic Tuition Fees ( NZD ) | $1,665.83 |
| International Tuition Fees | Tuition Fees for international students are elsewhere on this website. |
- Restriction
- MART 467
- Contact
- marketing@otago.ac.nz
- More information link
- View more information on the Department of Marketing's website
- 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
Textbooks are not required for this paper.
- Course outline
- 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
Overview
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.
About this paper
| Paper title | Tourism Marketing |
|---|---|
| Subject | Marketing |
| EFTS | 0.1667 |
| Points | 20 points |
| Teaching period | Not offered in 2027 (On campus) |
| Domestic Tuition Fees | Tuition Fees for 2027 have not yet been set |
| International Tuition Fees | Tuition Fees for international students are elsewhere on this website. |
- Restriction
- MART 467
- Contact
- marketing@otago.ac.nz
- More information link
View more information on the Department of Marketing's website.
- 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
Textbooks are not required for this paper.
- Course outline
- 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.