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This course emphasises on using research to address tourism, hospitality and event issues related to the development and marketing of New Zealand as a tourism destination. Building on the introductory notions of marketing research in MKTG202 and tourism in MKTG240, this course further develops students' skills in applying research methods to investigate contemporary tourism issues in New Zealand. Through an applied project from the industry, students will complete an investigation of a current and relevant tourism issue. The course includes a series of workshops on tourism research methods and project management skills. Topics covered in this course include problem formulation and research design; research implementation; data collection and analysis and results interpretation; evaluation; and application.
In this course, students will use primary research to address tourism, hospitality and event issues related to the development and marketing of New Zealand as a tourism destination. Building on the introductory notions of marketing research in MKTG202 and tourism in MKTG240, this paper further develops students’ skills in applying research methods to investigate contemporary tourism issues in New Zealand. Through an applied project from the industry, students will complete an investigation of a current and relevant tourism issue.WorkloadMeetings 12 hoursInterim Report 1 (Problem definition & research objectives) 48 hoursInterim Report 2 - Research Method and Data Analysis 40 hoursFinal Report Draft 40 hoursFinal Report 10 hoursTotal 150 hours
The objectives of the course are:LO1: Identify a research question suitable for exploration.LO2: Plan a programme of research using a suitable research methodology.LO3: Produce an applied destination research report which demonstrates they can:locate, use and refer to primary and secondary sources relevant to the topic;synthesise information from a number of different sources to construct their own understanding and/or shape their own viewpoint;critically evaluate information and/or formulate and test arguments;provide an appropriate answer to their identified research question;write clearly in a manner that follows a standard academic writing format;present information using a clear and logical structure; andconstruct a bibliography following the APA7-style formatting requirements.LO4: Demonstrate satisfactory written and oral communication skills.Learning Objectives, BComStudents have an in-depth understanding of their majoring subject and are able to critically evaluate and, where applicable, apply this knowledge to topics/issues within the discipline.Students have a broad understanding of the key domains of commerce.Students will develop key skills and attributes sought by employers which can be used in a range of applications. Students will be aware of and understand the nature of biculturalism in Aotearoa New Zealand, and its relevance to their area of study and/or their degree. Students will comprehend the influence of global conditions on their discipline and will be competent in engaging with global and multi-cultural contexts.For quality assurance purposes the School is required to hold on record a number of assessment pieces as examples of differing standards of work. If you have any objections to the school holding your assessment for this purpose then email the course coordinator to ensure your assignment is not used for this purpose.
This course will provide students with an opportunity to develop the Graduate Attributes specified below:
Critically competent in a core academic discipline of their award
Students know and can critically evaluate and, where applicable, apply this knowledge to topics/issues within their majoring subject.
Employable, innovative and enterprising
Students will develop key skills and attributes sought by employers that can be used in a range of applications.
Biculturally competent and confident
Students will be aware of and understand the nature of biculturalism in Aotearoa New Zealand, and its relevance to their area of study and/or their degree.
Engaged with the community
Students will have observed and understood a culture within a community by reflecting on their own performance and experiences within that community.
Students will comprehend the influence of global conditions on their discipline and will be competent in engaging with global and multi-cultural contexts.
There are no formal lectures for this course. Students will meet with Michael Hall as per the schedule below either in Room 221 Meremere Building or online.
Assessments in this course are designed to evaluate the ability of student to undertake primary research to provide a feasible solution to an industry related problem.The overall pass mark for this course is 50%.Assessment In Te Reo MāoriIn recognising that Te Reo Māori is an official language of New Zealand, the University provides for students who may wish to use the Te Reo Māori in their assessment. If you intend to submit your work in Te Reo Māori you are required to do the following: Read the Assessment in Te Reo Māori Policy and ensure that you meet the conditions set out in the policy. This includes, but is not limited to, informing the Course Coordinator 1) no later than 10 working days after the commencement of the course that you wish to use Te Reo Māori and 2) at least 15 working days before each assessment due date that you wish to use Te Reo Māori.
Ritchie, B. W. , Burns, P., Palmer, C;
Tourism research methods : integrating theory with practice
CABI Publishing, 2005.
Handbook of research methods for tourism and hospitality management
Edward Elgar Publishing, 2018.
Hall, Colin Michael;
Fieldwork in tourism : methods, issues and reflections
Okumus, F., Rasoolimanesh, S.M., & Jahani, S. (Ed.) (2022).Contemporary research methods in hospitality and tourism, Emerald Publishing.Note: the above texts are all available via the UC library in eBook format.
Class RepresentativeA class representative may be asked to volunteer in the first few weeks of class. Any problems with the course can be raised with the class rep. Their email can be found at UCSA The class representative will take up any issues raised by class members with the lecturer concerned as they occur.Departmental Academic Policies The Department assumes that you have read this document.You should also read the General Course and Examination RegulationsDishonest PracticeThe University of Canterbury considers cheating and plagiarism to be serious acts of dishonesty. All assessed work must be your own individual work unless specifically stated otherwise in the assessment guidelines. Material quoted from any other source must be clearly acknowledged. You must not copy the work of another person (student or published work) in any assessment including examinations, tests and assignments. Any person, who is found to have copied someone else's work, or to have allowed their work to be copied, will receive a fail grade for that piece of assessment and may face disciplinary action which may lead to a fine, community service or exclusion from the university.IMPORTANT: Where there are concerns regarding the authorship of written course work, a student can be required to provide a formal, oral explanation of the content of their work.Citations and referencing
Domestic fee $845.00
International fee $3,975.00
* All fees are inclusive of NZ GST or any equivalent overseas tax, and do not include any programme level discount or additional course-related expenses.
For further information see
Management, Marketing and Tourism