Advanced Diploma in Tourism

Purpose

The Advanced Diploma in Tourism aims to enhance the technical, practical and managerial knowledge and skills of learners in the field of tourism. In general, this qualification has been designed to develop a deep and systematic understanding of current thinking, practice, theory and methodology in tourism. It also aims to develop the ability of qualifying learners to identify, analyse, critically evaluate and respond appropriately to complex contextual and practice-related challenges in a volatile environment. This qualification is targeted primarily at those employed in a full-time capacity in the tourism sector, it will also require learners to address their learning needs in a self-directed manner.

Upon completion of this qualification, learners will possess the requisite knowledge and skills that will enable them to perform managerial functions and responsibilities at an operational level in a wide variety of sectors within the tourism industry, inter alia, accommodation establishments, airlines, events and conferencing, tour guiding, travel and tours, recreation and leisure, casinos and gaming, theme parks, entertainment and sports, cruise liner companies, coaches and car rental services, and game reserves, theme parks and national parks.

Typical jobs that learners would be able to occupy upon completion of this qualification include: Customer Service Managers, Reservations Managers, Front Office Managers, Guest Relation Managers, Tour Guiding Managers, Event and Conference Managers, Gaming Operations Managers, Travel and Tours Managers, Tourism Sales and Marketing Managers, Research Coordinators, Tourism Product Development Managers, Travel Consultants, Accommodation/Resort Managers, Tour Operators, Tourism Information Managers, Destination Marketing Managers, and Tourism Training Consultants.

Rationale

Tourism is very important for the South African and global economy, in terms of direct and indirect employment and contribution to Gross domestic product (GDP). Moreover, tourism has a tremendous multiplier effect over other economic sectors, and the tourism sector in South Africa is forecast to grow even larger. Tourist arrivals to South Africa continue to grow every year, and its direct and indirect contribution to SA's gross domestic product (GDP) is approximately R323 billion annually, which constitutes approximately 9.5% of total GDP. In 2015, approximately 1 551 500 people in South Africa were employed in the Tourism and Travel sector, and by 2025, this sector is expected to employ approximately 2 028 000 people, representing an increase of 2.7% p.a. over the period (WTTC 2014). If tourism is to reach its full potential in terms of contributing to socio-economic development, job creation and business opportunities, an adequately skilled workforce is imperative. Moreover, a report compiled by the Tourism and Travel Chamber (Tourism and Travel Services Guide 2014:41) identified the need for education and training to address the growing demand for entry level, junior and middle level employees in the tourism and travel sector. In this regard, the Advanced Diploma in Tourism is designed to provide learners with the requisite knowledge and skills that will enable them to occupy managerial positions within the tourism and travel sector.

According to the National Development Plan (NDP), not only is education the critical enabler for economic development and growth in South Africa, but it also defines learners' identities; enables them to take control of their lives and raise healthy families, and plays a meaningful role in the broader development of society. In the above regard, this qualification will meet the growing needs of the tourism industry to produce knowledgeable and skilled employees, as well as contribute to the economic development and growth of the country.

This qualification has been developed with a view to providing learners with an opportunity for vertical articulation, and, upon completion, qualifying learners will be able to articulate into cognate National Qualifications Framework (NQF) Level 8 qualifications, more especially, the Postgraduate Diploma in Hospitality and Tourism. In the above regard, this qualification aims to contribute to the personal development and growth of a learner by providing them with an opportunity to enhance their qualifications and provide them with the requisite knowledge and skills required for managerial positions within the tourism sector, or start their own tourism enterprises.

Recognition of Prior Learning (RPL)

The Institution's Recognition of Prior Learner (RPL) allows learners access to higher education by recognising their prior learning (short courses and work experience). The learners are required to complete a RPL application. Accompanying the RPL application must be certified copies of all previous qualifications and a comprehensive portfolio reflecting extensive work-based learning.

The RPL application will be evaluated according the Institution's RPL policy against the relevant learning outcomes, and credits/exemption may be granted for some modules in the qualification, and/or admission may be granted into this qualification.

Entry Requirements

The minimum entry requirement for this qualification is

• A 3 year National Diploma in Tourism.
• A 3 year Diploma in Tourism.
• A 3 year Diploma in Tourism Management.

This qualification consists of compulsory modules at National Qualifications Framework (NQF) Level 7 totalling 128 Credits.

Modules

• Research Methodology, 16 Credits.
• Project Management, 16 Credits.
• Strategic Tourism Management, 16 Credits.
• Advanced Entrepreneurship, 16 Credits.
• Tourism Economics, 16 Credits.
• Advanced Services Marketing, 16 Credits.
• Commercial Law for Tourism, 16 Credits.
• Environmental Management for Tourism, 16 Credits.

1. Evaluate and critique various service marketing and strategic management theories and concepts that are applicable to the tourism industry.
2. Develop a well-written research proposal on a topic aligned to the tourism discipline/sector.
3. Apply appropriate economic and legal decisions to resolve theoretical and practice related tourism related problems and issues.
4. Develop entrepreneurial, project management and research knowledge and skills to enhance one's professional and personal life.
5. Reflect on local and global environmental, social and economic issues to ensure sustainable outcomes in the tourism industry.

Associate Assessment Criteria for Exit Level Outcome 1

• The impact of the competitive business environment on a tourism enterprise is analysed and appropriate competitive strategies are developed.
• Various strategic management and service marketing theories and concepts are examined and applied to tourist operations and establishments.
• Recommendations to improve the operations and profitability of tourist establishments are presented.
• A critical appraisal of the current strategies adopted by tourist establishments is undertaken, with a view to improving the strategies.
• The role of employees, customers and technology in the service delivery process is analysed, and strategies to manage demand and capacity, as well as the service recovery process are evaluated and implemented.
• Service marketing promises are assessed and managed.
• E marketing plans and strategies are developed for a tourist enterprise.

Associated Assessment Criteria for Exit Level Outcome 2

• A research problem is identified and described.
• The aim and objectives of the study are developed.
• A preliminary literature review is undertaken.
• The research methodology to be used for the study is identified and justified.
• The Harvard Referencing method is appropriately applied in the development of the research proposal.
• A research proposal is presented.

Associated Assessment Criteria for Exit Level Outcome 3

• Laws relating to various forms of business enterprises are interpreted and applied to tourism businesses.
• Differences in relation to culture, gender, religion, sexual orientation, identity and ability is recognised, and non-discriminatory practices are applied in a tourism context.
• Decisions made are subject to ethical and professional scrutiny.
• The ability to critically reflect on and address complex problems within the tourism industry, applying evidence-based solutions and theory-driven economic arguments is demonstrated through case studies and research activities.
• Macroeconomic performance and its measurement, with specific reference to the role of the tourism sector in the South African and global economy, is critically assessed.
• The efficacy of government's economic policies in facilitating growth and sustainable development of the tourism sector in South Africa is critically assessed.

Associated Assessment Criteria for Exit Level Outcome 4

• The ability to critically reflect on one's learning, identify the limits of one's knowledge and understanding, and show a commitment to sustaining ongoing personal and career related learning is demonstrated through tourism research activities.
• Critical concepts of entrepreneurship planning that are used to increase the chances for business success, seek out financing sources and develop a "blueprint" for a new venture as part of career development, are evaluated and applied.
• The requisite leadership skills for managing projects and stakeholders are interrogated and applied in a tourism context.

Associated Assessment Criteria for Exit Level Outcome 5

• Environmental, social and economic issues that have an impact on both local and global context in the tourism industry are analysed and applied through environmental management for tourism.
• Various environmental management practices and tools, in terms of water, energy and waste management, are appraised in order to make optimal decisions for a tourism establishment.
• Various regulatory and policy frameworks for environmental management, both globally and locally are evaluated.
• Issues of social justice and equality are analysed and applied through case studies.

Integrated Assessment

Aligned to the Institution's Assessment Policy, regarding integrated assessments for this qualification

• The assessments will be aligned with the stated learning outcomes for this qualification.
• Appropriate assessment tools will be used to establish that learners have achieved the stated learning outcomes.
• Assessment will be systematic, regular and formative, and feedback to the learners about their progress toward exit level competence will be timeous and constructive.
• The assessment practices will be open, transparent, fair, valid and reliable, and ensure that no student is disadvantaged in any way whatsoever.

The assessment of the discipline specific modules will be integrated into the assessments for Project Management; Strategic Tourism Management, Advanced Services Marketing; Advanced Entrepreneurship, and Research Methodology. The integrated assessments will make use of a range of formative and summative assessment tools to assess combinations of practical, applied and reflective competencies, and may include: written assignments/projects; written tests, and case studies. For example, case studies in the above-mentioned modules will be contextualised in a tourism environment, and the development of a research proposal in the Research Methodology module will be based on a real-world tourism 'problem'.