HOS-227 Destination Marketing

This course is designed to provide an in-depth study of the variety of organizations and strategies utilized to market a destination. The student will study marketing management as it relates to a destination. The student will be exposed to the structures of destination marketing organizations, funding sources, and operations. There will be opportunities for the student to apply marketing management theory, utilizing authentic destination/marketing organizational models. This course provides an understanding of the various careers in destination marketing organizations.

Credits

3

Department

• Business

Semesters Course Will Be Offered

• Spring

Course Rotation Schedule

• Spring: Hyflex

For more detailed course information view the Course Outline

HOS 227: Destination Marketing

Department

Business

Course Description

This course is designed to provide an in-depth study of the variety of organizations and strategies utilized to market a destination. The student will study marketing management as it relates to a destination. The student will be exposed to the structures of destination marketing organizations, funding sources, and operations. There will be opportunities for the student to apply marketing management theory, utilizing authentic destination/marketing organizational models. This course provides an understanding of the various careers in destination marketing organizations.

Credit Hours

3

Contact Hours

Lecture	3
Lab	0
Other	0

Grading Scheme

Letter

Semester(s) Course Will Be Offered

Spring

Course Learning Outcomes

1. Define destination marketing and the differences with other types of marketing.
2. Identify and explain the major differences between the five levels of destination marketing.
3. Analyze the various segments targeted in a national destination marketing strategy.
4. Evaluate the importance of a national destination marketing strategy.

Topic Outline

1. Module A: Destination marketing basics
2.     a. Components necessary to market a destination
3.     b. Destination requirements
4.     c. DMAI website
5.     d. History of DMOs
6.     e. The DMO as a facilitator
7.     f. Levels of a DMO
8.     g. Role of convention centers in destination marketing
9.     h. Theory of facilitator services
10.     i. Historical development of destination marketing organizations
11.     j. Understanding the role of destination marketing organizations in tourism
12. Module B: Destination marketing sales
13.     a. Visitor markets and their economic importance
14.         i. Leisure market
15.         ii. Group tour market
16.         iii. Convention and meetings market
17.     b. Dynamics of sales
18.     c. Salesmanship skills
19.     d. Development and implementation of marketing plans
20.     e. Utilization of an advertising agency to achieve destination marketing goals
21.     f. Functional divisions of a DMO
22.     g. Marketing plan
23. Module C: Destination marketing analysis
24.     a. Studying an authentic destination
25.     b. Applying destination marketing theory to an authentic destination model
26.     c. Understanding how a destination manages visitorship to maintain a balance among the environment, history, development, and residents' quality of life
27.     d. Participating in presentations from destination marketing professionals
28.     e. Using technical writing skills to create a formal written report