Amsterdam, the Netherlands is the chosen destination for your Tourism Field Trip module (to be confirmed)

 

Task:

Amsterdam, the Netherlands is the chosen destination for your Tourism Field Trip module (to be confirmed). Following on from your group assessment, you have 2000 words to build on your TOWS analysis and to provide a new and innovative ‘city branding’ strategy for Amsterdam. Your new city branding campaign must be linked to the current national and regional strategic priorities of the tourism board to ensure your ideas are ‘strategically aligned’. It should also incorporate and illuminate the key destination competitiveness factors analysed. A full execution of the stages in communications planning should be completed and a strategy for evaluation, alongside a detailed stakeholder analysis. A critical examination, justification and conclusion should close the report, evidencing how your new city brand will help the Netherlands continue to/ further establish themselves in the global tourism economy and boost visitor numbers.

Individual Report 2,000 words

Rationale for assessment design:

The assessment has been designed to enable you to gain an in-depth understanding of urban and cultural forms of tourism, and how to strategically plan using established business frameworks (e.g. SWOT and TOWS) and to consider implications on place marketing/urban city branding on a given theme or themes.

inks to module learning outcomes:

This element of the assessment is designed to assess all the four learning outcomes in this module.

Assessment information:

Amsterdam, the Netherlands is the chosen destination for your Tourism Field Trip module. Following on from your group assessment, you have 2000 words to build on your TOWS analysis and provide a new and innovative ‘city branding’ strategy for Amsterdam. Your new city branding campaign must be linked to the current national and regional strategic priorities of the tourism board to ensure your ideas are ‘strategically aligned’. It should also incorporate and illuminate the key destination competitiveness factors analysed. A full execution of the stages in communications planning should be completed and a strategy for evaluation, alongside a detailed stakeholder analysis. A critical examination, justification and conclusion should close the report, evidencing how your new city brand will help the Netherlands continue to/ further establish themselves in the global tourism economy and boost both visitor in-bound numbers, and receipts as discussed in the assessment criteria below:

How your assessment is graded:

Criteria Mark (%) Learning Outcomes
1 Systematic analysis of two key areas: Firstly, establish what are the strategic priorities and policies for the Netherlands and Amsterdam; Secondly, systematically analyse the key ‘destination competitiveness’ factors at the national level for the Netherlands and at the regional/city level for Amsterdam.[this is coming off from your presentations] 30 1 & 2
2 Presentation of city branding strategy: Discuss all facets of the stages of communications planning Illustrate how you would evaluate the effectiveness of your city branding strategy (you can set a criteria that will enable you to demonstrate effectiveness of your chosen strategy) Explain who would impact, be influenced by, and/or have a stake in the development of your city branding strategy, and why (i,e, an in-depth stakeholder analysis). 40 1, 2, 3 & 4
3 Critically evaluate, justify and conclude: why your new city brand will help the Netherlands further establish themselves in the global tourism economy and boost both visitor in-bound numbers, and receipts 20 2, 3 & 4
4 Presentation, innovation, and rigour: i) Logic and coherency of argument ii) Usage and application of theories and concepts ii) Innovation of ideas iii) Harvard Referencing practice 10 See transferrable skills
  Total Marks 100    
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