Destination Marketing

Griffith University

Course Description

  • Course Name

    Destination Marketing

  • Host University

    Griffith University

  • Location

    Gold Coast, Australia

  • Area of Study

    Hospitality and Tourism Management, Hotel Restaurant Tourism Management, Marketing

  • Language Level

    Taught In English

  • Prerequisites

    Prerequisite: 1003MKT/1083MKT Introduction to Marketing.

  • Course Level Recommendations


    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • Credit Points

  • Recommended U.S. Semester Credits
    3 - 4
  • Recommended U.S. Quarter Units
    4 - 6
  • Overview

    Course Description
    This course introduces tourism and destination marketing. The course includes a broad range of topics that range from destination branding to the challenges facing national and regional destination marketing organizations. This course has a Prerequisite requirement which means you MUST successfully complete the listed course or requirement/s BEFORE enrolling in this course. If you have enrolled in the course without meeting this requirement you MUST WITHDRAW immediately. Please note a grade of Pass Conceded 'PC' does not meet the requirements, and it is your responsibility to have any Transfer Credit appearing on your academic transcript before enrolling.
    Course Introduction
    The marketing of destinations is becoming an increasingly important topic as destinations and regions become more reliant on tourism as an economic driver. However, destinations operate in a very competitive marketplace, where there is an abundance of choice for the consumer who has access to multiple tourism destinations, both locally and globally. Therefore, it is essential that the destination presents itself to the consumer in such a way that it will firstly, draw attention to itself, and ultimately be selected by the tourist for visitation. While the promotion and marketing of tourism products can be organised at the individual operator level, a stronger profile is achieved for the whole destination when the marketing efforts are organised through a collaboration of many operators with numerous and varied product offerings. Typically, there are specialised organisations that concentrate on marketing the whole destination. Destination Marketing Organisations (known as DMOs) can be based at the city (Surfers Paradise), regional (Gold Coast), state (Queensland), national (Australia) and global region level (Australasia). The DMOs are responsible for crafting the image of the destination and marketing that image to the consumer.
    Course Aims
    This course will provide an understanding of the role of marketing for tourism destinations at the national, regional and local levels. The course will encompass the consumer decision process as well as the approaches to marketing for destinations including branding, imaging, positioning and communicating.
    Interrelationship of the Course with other Course/s and Program/s
    This course is a third year elective course in the Bachelor of Business. Students who have an interest in developing their understanding of the marketing of destinations are encouraged to take this course.
    Learning Outcomes
    After successfully completing this course you should be able to:
    1 Examine the factors that influence the destination selection process;
    2 Recognise the role of Destination Marketing Organisations (DMOs) and factors that contribute to their effectiveness; and
    3 Discuss and evaluate destination marketing strategies and tactics.
    4 Demonstrate the ability to effectively communicate and collaborate with others, in writing and orally, to prepare and present a destination marketing strategy.

    Assessment Task

    Weighting/Marked out of

    Presentation - technical or professional
    Destination Marketing Project - Oral Presentation


    Exam - constructed response
    Mid-Semester Exam


    Assignment - Written Assignment
    Destination Marketing Project


    Exam - constructed response
    Final Exam


Course Disclaimer

Courses and course hours of instruction are subject to change.

Eligibility for courses may be subject to a placement exam and/or pre-requisites.

Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.