Destination Management-MBA(TTM) 2nd Semester Syllabus

Department of Tourism and Travel Management Central University of Jammu
Course Code	PGTTM2C005T
Course Title	Destination Management
Course Credit	4
Total Marks	100
Course Objective	This course provides a comprehensive introduction to and explanation of the core concepts relevant to the destination management.
UNIT-1	Concept of Destination Management : Defining a tourism destination, Destination Management Roles, The 10 As of successful destination, Stakeholders in destination management, Destination governance, Destination Management Organizations(DMOs) Destination Planning : Characteristics of tourism planning, Tourism planning process for destination management, destination visioning, tourism planning toolkits, specialized form of destination planning Destination Marketing : Destination Marketing Principle, Destination marketing planning-destination vision, DMO vision, DMOs Mission Destination Marketing System(DMS) and PRICE Model, Positioning- Image-Branding (PIB) approach development CASE STUDY : 1. Ministry of Tourism Government of India, 2. Australia Department of Resources, Energy and Tourism(RET)
UNIT-2	Destination Management Research Contribution of research to destination management, Fundamentals of destination management research, Analysis of potential markets, Analysis of destination Image, Analysis of destination competitiveness, Preparing a destination management research plan-RESPECT U Criteria Destination Product Development Definition and components of the destination product, Tourism Area Life Cycle(TALC), Destination quality, Product  Development Strategy models-growth  strategy matrix from ANSOFF, Principles of destination product development
UNIT-3	Destination Partnerships and Team Bulding Destination partnership, Destination team -building, Partnership and destination governance, Identifying destination partners, Public-Private Partnership in destination Management Destination Community and tourism stakeholder relations Community and residents relations, Tourism sector stakeholder relations, Stakeholder and stakeholder theory, Tourism sector stakeholder types Destination Governance and Leadership Definition of destination governance, Dimensions of Governance,  DMO accountability, DMO transparency, DMO organization structure, Measuring DMO effectiveness, Leadership role of DMOs
UNIT-4	Destination Communications and Promotions Destination Branding, Importance and benefits of destination branding, Challenges of destination branding, Characteristics of a good destination brand Key concepts in Branding, Steps in destination branding Integrated marketing Communication-components, benefits and planning  Impotence of Internet Marketing, Roles of website for DMOs, Website Evaluation, The ‘I AM OUTSTANDING ‘ Model, Social Networks and Destination Management CASE STUDY: (1) 100 % Pure New Zealand, (2) Incredible India,( 3) Tourism Australia, (4). VisitBritain, (5) Shaoxing Case  Study
UNIT-5	Consumer Behaviour & Market Trends Tourism destination selection, The influence of destination Image, Travel purchase behaviour process, Tourism market segmentation, Market trends, Trends and future  prospects for domestic tourism, Trends and future prospects of International Tourism,  Current and future issues in destination management and marketing
References 1. Alastair M. Morrison (2013). Marketing and Managing Tourism Destinations, Routledge 2. David Pike (2008). Destination Marketing, U.K : Butterworth-Heinemann 3. Frank Howie (2003). Managing the Tourist Destination, Londonuum 4. UNWTO (2007). A Practical Guide to Tourism Destination Management