, as well as other relevant course concepts to a selected tourism destination.

You are required to choose one of two designated destinations in Adelaide – Norwood or Port Adelaide – and based on a thorough understanding of the current experiential offering of these places to develop a strategy to enhance their existing product and marketing. The final report must consist of two distinctive parts – Part 1 and Part 2.

Part 1 – The current experiential offering 

The section should describe the current experiential offering of the destination and will require assessment regarding the current product represented by the destination. Key elements in this part of the report include:

1. a) Product offering – what is the current tourism offering presented by the destination? How does it correspond with the four experiential realms discussed by Pine and Gilmore (1998)?
   1. Consider diverse aspects of the destination product, including the range and quality of tourism attractions, supporting hospitality services (e.g.

accommodation, cafes, bars & restaurants), events, the appearance and ambience of the place. How well do these element correspond with the four realms?

1. b) Destination image – what is the current destination image? Does it deliver favourable and sufficient exposure for the destination?
   1. Analysis of marketing material (including official websites, tourism brochures and other media such as newspaper articles, travel blogs and Youtube videos) is strongly encouraged.
   2. The assessment of the suitability of the current destination image to what is actually offered in the place, and suitability in regards to the target markets.
2. c) SWOT analysis (based largely on the above two points), assessing the Strengths, Weaknesses, Opportunities and Threats that are faced by the destination.
   1. In the analysis, a number of issues could be considered in regards to the destination and its marketing – e.g. current positioning of the destination and its appropriateness to the place and the visitor profile (local, interstate, international).

Part 2 – New marketing strategy  

Based on Part 1, the Part 2 will propose changes to the destination and its marketing, to reflect the principles of the experience economy. The key elements to address in this section include:

1. a) Product – a description of the changes to the destination that are needed (and are realistic) to make the place more aligned with the experiential needs of the target markets. Consider the four experiential realms described by Pine and Gilmore (1998) and make suggestions on how to address these through specific improvements of the destination.
2. b) Target markets – a brief outline of the specific segment markets that should be targeted with the redesigned product. You should carefully consider whether there is a match between the product and potential visitors you are targeting.
3. c) Destination image and positioning – a portrayal of the new destination image that will be developed and provide illustration of that image through a pictorial representation and a narrative that capture the essence of this image.
   1. Consider the uniqueness of that image, and how it will position the destination versus the competitors.
   2. You are encouraged to use the photos from Padlets, or other images, to help you to represent this new image
4. d) Promotion – promotion strategy for the examined destination should demonstrate how these distinctive experiential elements will be reflected in the communication strategy with potential target markets. The concept of experiential marketing should be considered as an integral part of this section.

The report should start from an introduction section providing a background information about the chosen destination, and should end with brief conclusion summarising the most important points of the report. No abstract/executive summary is required in the report.

The report should be creative, supported by relevant research and professionally presented.

You should demonstrate effective application of course concepts throughout the assignment. This can be achieved by incorporating definitions of key terms and using them in appropriate context. Assignments that fail to engage with relevant theory will not be awarded higher grades.

Presentation requirements: 

The report should be professionally written and presented, demonstrating high level of analytical, communication and creative skills.

• On the title page, state the report’s title and include your name and student ID number.
• Use Times New Roman, Font size 12, 1.5 line spacing.
• Print word count at the end of your assignment.
• Use at least 12 references. This includes at least 6 academic references (reputable academic journals are preferred), and at least 6 non-academic sources. Lecture notes are NOT accepted as a source of referencing.

• The Executive Summary, Reference list and Appendices will NOT be included in the word count.

Please note: students must use only secondary data and must not approach the organisation unless the course coordinator gives prior approval.

All late assignments without an approved extension will be subject to a penalty of 10% marks per day. After 7 calendar days following the due date, any late assignment will no longer be accepted. Re-submission of work is not available in this course.

Students are advised to ensure that they work and act ethically in relation to acknowledging the work of others.

As such, students should reference appropriately and avoid plagiarism. UniSA Harvard style is the required referencing style. A full reference list following the Harvard style should be attached to the report on a separate page at the end of the paper.