Tourism Management Institute Professional Qualifications Meeting the Professional Development Needs of Destination Managers Dr Alan Fyall, Bournemouth University

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Tourism Management Institute Professional
QualificationsMeeting the Professional
Development Needs of Destination ManagersDr
Alan Fyall, Bournemouth University
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Three Partners Multiple Strengths

• Centre for Tourism and Cultural Change (CTCC),
  Leeds Metropolitan University
• Tourism Centre, Lancaster University
• International Centre for Tourism Hospitality
  Research (ICTHR), Bournemouth University

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Three Partners Multiple Strengths

• Track record in devising and delivering
  postgraduate level modules/courses in tourism and
  destination management
• Substantive national and international research
  base in tourism and destination management
• Track record in devising and delivering distance
  learning
• Commitment to partnership and collaborative
  working with public and private sector tourism
  practitioners

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Combined Resources

• Expert and extensive core academic staff team
• Access to libraries and online information and
  research facilities
• Compatible Virtual Learning Environment
• Dedicated course administrative support

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Motivation

• I wanted to build on my tourism degree and give
  myself a higher qualification that will help my
  professional development and improve my cv
• Tourism Partnership Co-ordinator, 2009 cohort
• Increase my knowledge of tourism/destination
  management theory, to undertake postgraduate
  study, to build on the knowledge gained from my
  first degree.
• To build my knowledge and understanding of the
  tourism industry to enable me to play a more
  active role in the work of my team as I have not
  come from a tourism background.
• RDA Tourism Network Co-ordinator, 2009 cohort

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Motivation

• I am taking the course to further my academic
  knowledge of destination management in order to
  help my professional career.
• DMO Marketing Manager, 2009 cohort
• I am taking this course in order to help me in
  my career development. I want to work in
  destination management/marketing and this course
  gives me an additional boost and sets me apart
  from other colleagues.
• DMO Marketing Manager, 2009 cohort
• I took this course to increase my understanding
  of tourism theory and to enable me to identify
  accepted and useful theories and seminal works
  that would aid my practical experience and to
  help me further develop my tourism career.
• Marketing officer, 2009 cohort

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Motivation

• I wanted to take this course to build up my cv,
  learn something new and have a qualification to
  build on my existing BA (Hons) Tourism Studies
  degree from Bournemouth University.
• Tourism Partnership Co-ordinator, 2009 cohort
• It is important to me to continue by personal
  development and increasing my knowledge and keep
  up to date with emerging theory and concepts
  within the field. I hope to be able to develop a
  destination management career within the
  industry.
• DMO Marketing Executive, 2009 cohort

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Motivation

• I really enjoy learning. Wanted to go back to
  uni to complete my degree but this came up which
  I thought was great. Also not paying for it was a
  bonus because if I never had the support from the
  DMO to give me the free place then I would not be
  able to complete the course. I really want to
  learn more about destinations and the impacts and
  implications which arise. I love to study and
  learn new things especially about the tourism
  industry
• Local Authority Tourism Marketing Officer, 2009
  cohort
• I hope this course will give me the tools and
  knowledge to better understand the contribution I
  can make in my role. I believe it will help me
  be more successful in my current role and future
  career progression.
• Area Tourism Partnership Business Relationship
  Manager, 2009 cohort

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The Modules

• CERTIFICATE
• Destination Management Contexts, Approaches and
  Issues
• Destination Marketing
• Tourism and Tourism Places
• DIPLOMA
• Tourism Leadership and Management
• Research Methods and Management for Destination
  Managers
• ICT for Destination Management (optional)
• Managing the Visitor Experience (optional)
• Managing Heritage (optional)
• Tourism, Festivals and Cultural Events (optional)
• MSc
• Dissertation/Major Project

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Year 1 Feedback

• Challenging
• Engaging
• Thought-Provoking
• Relevant
• Career Enhancing
• Contemporary
• .. Addictive

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Destination Management Contexts, Approaches and
Issues

• Background and context of destination management
  in the UK
• Principles and practices in destination
  management
• Key national and international trends and
  developments in tourism and destination
  management
• National and international structures,
  stakeholders and networks in destination
  management
• UK government policies and programmes relating to
  destination management
• National and international good or notable
  practice in destination management

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Feedback

• The Module provided a very good introduction to
  the tourism industry and the history and the
  issues in management of destinations.
• All in all I enjoyed this module some readings
  were a little deep and hard to digest but a
  useful insight and reflection on the issues
  facing Destination Managers and new themes
  emerging
• DMO Marketing Executive, 2009 cohort

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Feedback

• The module is very relevant to my current
  employment in a destination management
  organisation and has helped improve my
  understanding of developments in tourism, it will
  also help going forward as I will feel more able
  and confident to input knowledgeably in to our
  organisational strategies, plans, etc. It has
  provided a clear and much needed link between
  academics and practitioners in the field of
  destination/tourism management and can only
  improve levels of professionalism in this field.
• The learning experience was challenging but
  enjoyable and I feel a sense of achievement
  having completed the first module, Im looking
  forward to completing the remaining two modules.
• Area Tourism Partnership Team Member, 2009 cohort

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Feedback

• The course is really interesting especially the
  readings. Although I got frustrated throughout
  both assignments, each time I referred back to
  the readings, I felt much happier.
• Local Authority Tourism Marketing Officer, 2009
  cohort
• I have really enjoyed this module although I did
  find some of the reading a challenge and perhaps
  would have liked a little longer per module as
  I found writing the essay while doing other unit
  reading a struggle time-wise. I liked the fact we
  were able to pick our own essay topics around
  subject areas that interested us the most and
  that were relevant to our day jobs.
• DMO Marketing Manager, 2009 cohort

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Destination Marketing

• Principles and practices in destination marketing
• Regional, national and international destination
  marketing trends
• Destination marketing auditing and planning
• Product, market and service development
• Market segmentation, targeting and positioning
• Destination image and branding
• Marketing communications, PR and managing the
  media
• Channels of distribution
• Collaboration marketing
• Monitoring and evaluating marketing activity

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Feedback

• I found this module very relevant and
  interesting. It backed up a lot that I have
  learnt doing my job.
• Tourism Partnership Co-ordinator, 2009 cohort
• I enjoyed this module very much despite not
  having a marketing background, which didnt
  hinder my progress at all.
• RDA Tourism Business Development Team Member,
  2009 cohort
• This is the module which I really enjoyed the
  most
• Local Authority Tourism Marketing Officer, 2009
  cohort
• Marketing is a new subject area for me. I
  enjoyed the learning experience of marketing from
  a more strategic perspective. Overall the module
  has added to my understanding of destination
  management.
• Area Tourism Partnership Team Member, 2009 cohort

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Feedback

• I found the module interesting and helped me to
  better understand the role of marketing and the
  implications of experiential marketing to my own
  organisation.
• RDA Tourism Network Co-ordinator, 2009 cohort
• Really enjoyed this module it was great to be
  able to meet up with the tutor as well to discuss
  how we were getting on very approachable and
  helpful.
• Really pleased with this module.
• DMO Marketing Manager, 2009 cohort

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Tourism and Tourism Places

• Development of tourism in a variety of contexts
• Economic, social, cultural and environmental
  impacts on destinations
• Carrying capacities, congestion and
  sustainability
• Tourism and risk
• Applications of theoretical perspectives
• The role of planning in controlling tourism and
  enhancing images of destinations

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Feedback

• A very enjoyable module and learning experience.
  All three modules together provide a very
  comprehensive and in depth study of destination
  management which will be of great benefit to
  myself and Visit County Durham.
• Area Tourism Partnership Team Member, 2009 cohort

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Tourism Leadership and Management

• Leadership styles
• Teams, networks and partnerships
• Leading teams motivation and creativity
• Managing projects innovation and change
• Evaluation change

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Research Methods and Management for Destination
Managers

• Principles and practices in destination research
  and overview of research methods and techniques
• Requirements for effective destination management
  research including economic and environmental
  impact assessments
• Existing and emerging resources for destination
  management research
• Effective research management practice
• Analysing, interpreting and presenting research
  results
• Commissioning and managing research projects
• Data protection and matters of legislation

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ICT for Destination Management

• The role of ICTs in the management of
  destinations
• National and international developments and
  trends in ICTs and Destination Marketing Systems
  (DMS)
• The Internet, the Visitor and the Destination
• Building and maintaining effective partnerships
  and networks
• Definitions and principles of e-business and
  e-marketing
• Commissioning and implementation of e-business
  and e-marketing strategies
• Formulating an e-business destination marketing
  strategy

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Managing the Visitor Experience

• The Experience Economy
• Experience as differentiation and competitive
  advantage
• Understanding the consumer experience
• Motivations, emotions, flows meaning
• Challenges of researching experiences
• Delivering quality experiences
• Dramatising the encounter, sets, cast, scripts
  and performance
• Stage management and co-creation
• Customer experience management systems

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Managing Heritage

• Concepts of heritage and their connection with
  notions of identity
• Forms and representations of heritage such as
  built heritage (archaeological remains, secular
  and vernacular architecture, cityscapes)
  intangible heritage (folklore, dance and myths)
  arts heritage
• Heritage practices (re-enactments, pilgrimages
  and festivals)
• Natural heritage and its relevance for tourism
  heritage studies in terms of cultural and market
  value, commodification and contestation
• Critical analysis of heritage in the framework of
  politics, nationalism and the economies of the
  tourist industry
• Relationships between heritage and nationalism,
  the integration of indigenous people, and gender
  World Heritage Sites

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Tourism, Festivals and Cultural Events

• Meanings of festivity as social, cultural,
  political and economic set of practices
• Festivals and their management as intangible
  cultural heritage
• Social and cultural contexts of festival and
  cultural event tourism
• Tourist experiences of and participation in
  festivals and cultural events
• Relationship between tourism destination
  management policies and festivals and cultural
  event policies

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Dissertation/Major Project

• Develop research skills through in-depth and
  rigorous analysis of a research topic relevant to
  destination management
• Contribute to knowledge
• Reflect critically on practice

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Assessment

• Essays
• Projects
• Exercises
• Use of Case Studies
• Directed Reading

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Distance Learning Support

• Regular cohort meetings
• Telephone help lines scheme and modules
• Online conference sessions in modules
• Student work groups peer learning

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Scheme Website

• To contain all necessary information about the
  scheme
• Course structure, APEL, assessment, fees, contact
  points, support systems, libraries, meetings,
  etc.

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Module Websites

• Specifications and learning outcomes
• Readings, web links
• Key points from lectures, workshop exercises
• Details of online conferences, contact points,
  assessment, etc.

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Advisory Structures

• Academic Advisory Team
• TMI Liaison Team
• Learning and Technology Team
• Administrative Team

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General Comments

• ...the course will play a part in bridging the
  gap between academic thinking, future research
  and destination management practice.
• DMO Team Member, 2009 cohort
• All in all a great opportunity to better myself
  and think beyond day to day tasks! Im enjoying
  the learning and look forward to career
  development within the tourism industry
• DMO Marketing Executive, 2009 cohort
• The course is providing me with a more in-depth
  understanding of tourism development and tourism
  marketing that will enable me to provide a much
  more comprehensive support to the regional
  tourism team and the Area Tourism Partnerships
  with whom we work
• RDA Tourism Network Co-ordinator, 2009 cohort

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Questionsafyall_at_bournemouth.ac.ukcpd_at_tmi.org.u
kwww.tmi.org.uk