Subject Code: HAT 304 Subject Name: Emerging Issues in Hospitality & Tourism Assessment Title: Individual Assignment in Report Format. Retirement Tourism Destinations Word limit. 3000 words. Line Spacing;; 1.5, Font size 11. Font: Calibri Weighting: 50% marks Total Marks: Marking is out of 100 marks. Due Date: 15/05/2017 Note: You get better marks if your report provides relevant information showing evidence of research. Assessment Description Retirement tourism destinations are becoming attractive and in this individual assignment you will analyse current issues affecting this emerging market. This will give you an in-depth understanding of the topic and an understanding of how to digitally communicate with the potential market.
The expectation is that since you are familiar with your home country and culture you will select this as the destination. However if there are many students in the class from one country then your lecturer will discuss with you regarding an alternate destination.
If you want to choose any other destination please discuss this with your lecturer In any case you will have to show that you have good level of knowledge about the destination and its culture. 1. Introduction: 20 Marks 1.1Discuss why Retirement Tourism (RT) is a specialized product. 1.2Introduce the tourism scenario in your home country and discuss the
importance of retirement tourism for the economy. 1.3 How does retirement tourism help employment prospects and development
of the region?
1.4Identify synergies of retirement tourism with existing tourism (if any) like Medical Tourism etc. 1.5Country brand image. Discuss the elements of ‘heritage’ branding of your home country. Can this be used to attract the “retirement tourist” from any part of the world? Discuss how the culture of your country creates an advantage/disadvantage for this product. 2. Minimum Market Requirement (MMR) and Keller’s Brand Pyramid. (Total 50 marks) 2.1 How does this destination rate on the 8 essential “Minimum Market
Requirement (MMR)” factors needed for being considered a retirement tourism destination? (10 marks) I. Cost II. Security & Safety, III. Infrastructure;; Essential and desirable: Example: Medical facilities, Golf, walking tracks, swimming pools, gyms IV. Mix of authenticity and familiarity for the tourist V. Accessibility VI. Link to Social work facilities. This is for some tourists who want to spend some time helping the local community on a voluntary basis. VII. Natural flora & fauna VIII. Level of Customer Service culture
2.2 Cost Competitiveness. Keeping in view the Purchasing Power Parity, compare the cost of living in your country with the costs in Gold Coast Australia. Provide any other key points you think are important for the customer to consider while comparing costs. (10 marks) 2.4. Discuss ‘Kotler & Keller’s’ 5 levels of the product with respect to the RT product (Basic to Luxury). Does the destination have more of one or are the facilities scattered at different levels? (5marks) 2.5. Keller’s Brand Pyramid. Which step do you think the brand image of the destination is presently on the Pyramid and what steps can the destination brand take to get on to the next step? (25 marks) 3. Marketing: 20 Marks Marketing the retirement tourism destination. 3.1Identify the market segment you would target in Australia and NZ
3.2Identify two major competing destinations and use the positioning map to show where you think your destination is presently positioned vis-à-vis these competing destinations.
3.3 How would you improve on this positioning using factors like the Infrastructure, Media & Message- (Hint: A famous old saying often quoted in the tourism industry is that a place is not made for the tourist. However with the changing face of tourism this is not always true. Is it important to give the retirement tourist the same environment and infrastructural comforts that they are used to at home? Like wheelchair access, clean public toilets in the area where tourists visit etc. Another example is about the Media and the message. This is the marketing communication to attract the potential tourist. What media vehicle (digital, magazines etc.) would you use to attract. As you have identified the market segment create an A4 advertisement for the same.
3.4 Identify three brands from your country that are involved or have the potential to be successful in this market. Give their URL and explain why you think these brands have the potential for the same. 4. Report structure: 10 marks. Each of the below @2.5 marks
I. Appropriate Formatting II. Clear Structure of the report III. Clarity of expressions IV. Proper use of Harvard referencing system Assignment Submission Students must submit their individual analysis via Turnitin This file must be submitted as a ‘PDF’ document to avoid any technical issues that may occur from incorrect file format upload. Uploaded files with a virus will not be considered as a legitimate submission. Turnitin system will notify you if there is any issue with the submitted file. In this case, you must contact your lecturer via email and provide a brief description of the issue and a screen shot of the Turnitin error message.
Students are also encouraged to submit their work well in advance of the time deadline to avoid any possible delay with Turnitin similarity report generation or any other technical difficulties. Late assignment submission penalties Penalties will be imposed on late assignment submissions in accordance with Kaplan Business School “late assignment submission penalties” policy.
Number of days Penalty 1* - 9 days 5% per day for each calendar day late deducted from the student’s total 10 - 14 days 5m0a%rksdeducted from the student’s total marks. After 14 days Assignments that are submitted more than 14 calendar days after the due date will not be accepted and the student will receive a mark of zero
Note
fNoorttwhiethasstasnigdninmgetnhte(s)a.bove penalty rules, assignments will also be given a mark of zero if they are submitted after
assignments have been returned to students *Assignments submitted at any stage within the first 24 hours after
deadline will be considered to be one day late and therefore subject to the associated penalty
If you are unable to complete this assessment by the due date/time, please refer to the “Special Consideration Application”, which is available at http://www.kbs.edu.au/wp-content/uploads/2015/12/KBS-Assessment- Policy- v4.2.pdf
Marking Guide for HAT304 Emerging issues in Hospitality and Tourism
Criteria
HD
(High
Distinction
)
85%-‐100%
Demonstrated
exceptionally
DN
(Distinction)
75%-‐84%
Demonstrate
d
very
well
CR
(Credit)
74%-‐65%
Demonstra
ted
clearly
Pass
50%-‐ 64%
Demonstrate
d
NN
(Fail)
0%-‐ 49%
Not
demonstrate
d
Total
Scor
e
1.
Introduction:
5
sub
points
@4
marks
each
1. a)
Retirement Tourism as specialized product 2. b)
Importance of RT for economy of home country 3. c)
Regional development by RT 4. d)
RT synergy 5. e)
Country brand image and culture /20
2.
1. a) Eight MMR’s (10 marks) 2. b) The five levels of the retirement
tourism product (5 marks)
3. c) Cost competitiveness (10 marks) 4. d) Keller’s Brand Pyramid (25 marks)
/50
3.
Marketing:
20
Marks
4
sub
points
@5marks
each
1. a) Market segment identify 2. b) Positioning map appropriately well explained
/20
3. c) Improvement on positioning
appropriately well explained 4. d) Three brand identify and explained.
4.
Report
structure;
10
marks
(@2.5
mar
each
sub
point)
5. e) Appropriate formatting 6. f) Clarity of expressions (spelling / grammar) 7. g) Clear structure of report 8. h) Proper use of Harvard referencing System
/10
Comments: T otal score