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SMI810S - STRATEGIC MARKETING AND INNOVATION - 1ST OPP - JUNE 2024 |
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r
nAmI BI AunIVERSITY
OF SCIEnCE Ano TECHn OLOGY
FACULTY OF COMMERCE, HUMAN SCIENCESAND EDUCATION
DEPARTMENT OF HOSPITALITY AND TOURISM
QUALIFICATION : BACHELOR OF HOSPITALITY AND TOURISM HONOURS
QUALIFICATION CODE: 0SBHTH
LEVEL: 8
COURSE CODE: SMl81OS
COURSE NAME: STRATEGICMARKETING AND
INNOVATION
SESSION: JUNE 2024
DURATION: 2 HOURS
PAPER: THEORY {PAPER 1)
MARKS: 100
EXAMINER(S)
FIRST OPPORTUNITY EXAMINATION QUESTION PAPER
DR. S. AUALA
MODERATOR: MS. R. GITAU
INSTRUCTIONS
1. Answer FOUR questions.
2. Read all the questions carefully before answering.
3. Number the answers clearly
THIS QUESTION PAPER CONSISTS OF _2_ PAGES {Including this front page)
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Question 1
[25 Marks]
Namibia is an emerging destination with unique attractions. As a strategic marketing
specialist for the Namibia Tourism Board. Craft a new positioning strategy for
destination Namibia to make Namibia stand out against its competitors. In your strategy
outline the various attributes and the target market for destination Namibia.
Question 2
[25 Marks]
Strategic marketing in hospitality and tourism requires a deep understanding of long-term
objectives and aligning marketing activities for sustainable growth and market
dominance. Elaborate further by referring to the above statement and make us understand the
strategic marketing planning process and apply it to the hospitality and tourism sector.
Question 3
[25 Marks]
The 5th Industrial Revolution {SIR) is transforming how consumers experience brands in the
hospitality and tourism sector. What is your perspective on the role that digital technology
plays in marketing? Refer to Virtual Reality (VR)and Augmented Reality (AR)asa game-changer
for destination brands.
Question 4
[25 Marks]
Tourism is a promise, and destinations communicate the credibility of that promise using
destination brands (Almeyda-Ibanez, George, 2017)". Elaborate further on the use of destination
branding to measure the success of a tourism destination. Provide practical examples to
substantiate your argument.