HOS204 Cultural Tourism and Destination Marketing
Unit Code
HOS204
Level
Undergraduate
Campus
Brisbane | Sydney
Prerequisites
No
Credit Points
10
Overview
This subject analyses the complex relationship between cultural heritage and the tourism economy. You will explore how destinations balance the commercial demands of mass tourism with the need to preserve cultural authenticity and social integrity. Key themes include the commodification of culture, the impact of tourism on Indigenous and local communities, and the role of stakeholders in policy development.
Moving beyond operational management, you will apply marketing principles to destination branding and experience design. You will evaluate the use of digital technologies, such as VR and AR, in interpreting cultural sites and formulate sustainable communication strategies that protect reputational equity while driving visitor engagement.
Associated Degrees
Duration | AQF Level
One Semester | Level 7
Core or elective Subject
☐ core subject for BBM
☒ elective subject
☐ other (please specify below):
Study Modes
√ Face to face on site
√ Full-time
√ Part-time
Learning Outcomes
- Critically analyse the tension between commercialisation and authenticity in the management of cultural heritage sites.
- Evaluate the socio-cultural and economic impacts of tourism to formulate sustainable management strategies for Indigenous and local communities.
- Analyse the conflicting interests of diverse stakeholders, including government and local communities, in the development of destination marketing policy.
- Design stakeholder communication strategies that address ethical concerns and promote cultural preservation.
- Assess the role of digital technologies (VR/AR) and media channels in enhancing or interpreting the cultural tourism experience.
Assessment
AIIHE uses a variety of assessment tools to guide and assess each student’s achievement of their learning outcomes. In this subject there will be in–class activities intended to support you to engage in and reflect on your learning journey and understanding of the subject. You will also undertake assessment tasks related to your skills development, your effective engagement in group work and delivery of collaborative outcomes, including a written report and an oral presentation.
Summary of Assessment
- Students must attempt all assessment tasks, and at least a mark of 50% in total, to pass this subject.
- Assessment in this subject is consistent with and informed by the AIIHE Assessment Policy and Procedure.
| Assessment Task | Due Date | Weighting |
|---|---|---|
| Assessment 1: Individual Assessment |  Week 5 | 20% |
| Assessment 2: Group Report and Presentation - Sustainable Cultural Tourism | Week 9 | 40% |
| Assessment 3: Final Examination | Week 13 | 40% |
Learning Resources
AIIHE will update the topic coverage of the subject and the available relevant learning resources at the time of subject delivery. In the interim, AIIHE provides the following indicative list of relevant reference material. AIIHE also subscribes to eLearning Resources through the Canvas portal, and where relevant material is available, AIIHE will seek to source reference material from this system for staff and student access.
Prescribed text
- There are no specifically prescribed or recommended texts for this subject.