Call/WhatsApp: +1 914 416 5343

Destination and Culture

You are destination management consultants working on a destination, cultural or heritage brand of your choice. You are required to develop a Destination Marketing Strategy Plan for the brand. You should start with planning; think about what destination, cultural or heritage brand you would like to work on. Consider answering the below questions as a start; • Where the brand is now /how is the brand doing currently? • Where would you like the brand to be? • How do you plan to get there? You will need to conduct an external environment analysis followed by a SWOT analysis in order to understand how the brand is currently doing. Depending on where you would like to take the brand, you will need to form vision and mission. Considering these, you need to identify a market and apply segmentation, targeting and positioning. Lastly, according to your target market(s) you will apply marketing mix to your destination, cultural or heritage brand. Please note that this assessment requires you to carry on outside research in order to develop knowledge about your choice of destination, cultural or heritage brand and conduct the necessary analysis. The depth of your analysis will be enhanced by the quality of your outside research and integration of module material to your discussion. This is an individual written report up to 2000 words (+5%), excluding references. The marking criteria that will be used to evaluate your work is provided below. Please make sure that all ideas and resources that are not your own must be clearly and properly cited in the text and listed in the references at the end of your document. This assessment must be submitted via Blackboard by 13:00 on Monday, 9th July 2018. It will automatically be scanned through a text matching system (designed to check for possible plagiarism). You must include your name, student ID and the word count on the cover page. To submit your assignment: • Log on to Blackboard at

Leave a Reply