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TDM620S - TOURISM DESTINATION MGT - 1ST OPP - JUNE 2023 |
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n Am I BI A u n IVER s ITY
OF SCIEn CE Ano TECH n OLOGY
FACULTY OF COMMERCE, HUMAN SCIENCESAND EDUCATION
DEPARTMENT OF HOSPITALITY AND TOURISM
QUALIFICATION: BACHELOR OF TOURISM INNOVATION AND DEVELOPMENT
QUALIFICATION CODE: 07 BTID
COURSE CODE: TDM620S
SESSION: JUNE 2023
DURATION: 2 HOURS
LEVEL: 7
COURSE NAME: TOURISM DESTINATION
MANAGEMENT
PAPER:THEORY(PAPER1)
MARKS: 100
EXAMINER(S)
FIRST OPPORTUNITY EXAMINATION QUESTION PAPER
MS. ETHILDEKUWA
MODERATOR: DR. ISOBELGREEN
INSTRUCTIONS
1. Answer all the questions.
2. Read all the questions carefully before answering.
3. Number the answers clearly
4. Please, ensure that your writing is legible, neat, and presentable.
THIS QUESTION PAPER CONSISTS OF _3_ PAGES (Including this front page)
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Question 1
1.1 Define the following concepts:
a) Destination Management Organization {OMO).
b) Destination branding
c) Brand Equity
[18]
(2 Marks)
(2 Mark)
(2 Marks)
1.2 Discuss the importance of destination management organizations in the tourism and hospitality
industry.
(4 Marks)
1.3 What are the advantages of managing a destination?
(8 Marks)
Question 2
[32]
2.1 Identify and discuss the basic elements of a destination.
(12 Marks)
2.2 Describe the implications (positive and challenges) of tourism being a unique industry.
(10 Marks)
2.3 State the functions and responsibilities of Destination Management Organizations (DMOs)
(10 Marks)
Question 3
[32]
3.1 Discussthe differences between urban and rural destinations and give two examples of each type of
destinations.
(10 Marks)
3.2 Creating a unique identity for destinations has become critical and a basis for survival and growth
within a globally competitive marketplace. Identify and explain the major benefits of effective
destination branding?
(12 Marks)
3.3 Describe the concept of Brand positioning in destination management
(4 Marks)
3.4 What happens to a destination in the absence of branding?
(6 Marks)
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Question 4
[18)
4.1 The destination marketing mix is at the heart of the destination-marketing plan. List the four (4)
traditional destination "marketing mix".
(2 Marks)
4.2 Identify eight (8) responsible tourism practices that destinations can implement.
(8 Marks)
4.3 Promotion is one critical element of the overall destination Marketing Mix, which needs careful
planning. Identify the stages, to be taken into account when designing promotional strategy and
programme:
(8 Marks)
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