Advanced Diploma in Tourism Management

Purpose

This qualification will promote adopting and harmonising international and domestic recognised standards of the tourism industry practice by fostering a strong industry stakeholder network through academic-industry partnership. The graduate will be able to engage with the industry, be socially responsible, make innovative and creative decisions and will be a critical thinker. The Advanced Diploma in Tourism Management aims to develop the graduates' ability to formulate and resolve more complex contextual and conceptual tourism-related problems through the use of appropriate methods and techniques related to current thinking, practice and theory in the discipline of tourism management.

The qualifying learner will be competent in consistently using a variety of technical, management and personal skills and strategies in the everyday running of the tourism enterprise. The learner will develop a sound foundation for progression into management and industry leadership positions, they will have the ability to identify and pursue entrepreneurial opportunities and will be able to demonstrate relevant knowledge of the tourism industry and apply the knowledge in practice by supporting, monitoring, managing and developing tourism, to the expected level of competence and professionalism. Furthermore, the student will develop as professional tourism management practitioners and tourism managers who can demonstrate skills, competencies and knowledge and perform adequately in both public and private sector workplaces. The learner will be able to collect, analyse, organise and critically evaluate tourism information to attend to the management needs of the industry (leadership and management skills) and stay updated with changing environments and niche markets in order to develop innovative marketing and tourism management strategies to ensure tourism.

This qualification has a strong focus on the South African tourism context and the development of sustainable tourism management practices with transferable knowledge to international contexts. Learners will obtain theoretical and practical knowledge to benefit societal and environmental advancements such as sustainable tourism practice.

Learners will be equipped to show an understanding of policies to incentivise tourism businesses to become more sustainable and make a significant contribution to tourism development strategies in partnership with community and industry stakeholders.

This qualification will equip learners (future business owners) with skills that will enable them to achieve sustainable development, promote environmental awareness, and improve the welfare of local communities by supporting the local economy and to protect the human and natural environment as a whole.

Rationale

Tourism continues to be a driver and key role player in the world economy. The United Nations World Tourism Organisation (UNWTO) declares that the tourism industry remains one of the biggest global sectors with incessant growth opportunity when managed effectively. In the South African government's New Growth Path, the tourism sector has been earmarked as one of four key pillars towards employment creation and economic development in the country in accordance to the National Skills Development Plan of South Africa which aims to promote tourism expansion.

There is currently a scarcity of high-level skill in the local tourism management sector which includes Travel and Tourism Advisors, the planning and organising of travel and accommodation for tourists and clients, tourism information management, sustainable tourism development, and research management, as the tourism industry requires competent graduates to conduct research and assist in the continuous formulation of policies for the industry. In addition, tourism is considered as a labour intensive sector with a supply chain that links to various business sectors and has been earmarked as part of the government's planning and policy framework as one of the six job drivers to a new path in economic growth. The Advanced Diploma in Tourism Management aims to address the needs of the South African market place for practical and independent tourism practitioners who need to operate effectively in a dynamic and internationally fluid sector. The need for this qualification is confirmed by the National Department of Tourism that is predicting an increase in foreign arrivals to 15 million visitors in 2020.

Tourism in the region of the Western Cape specifically and in Cape Town is regarded as an imperative source of foreign investment and foreign exchange. Cape Town has been awarded numerous international tourism accolades and awards, such as the World Design Capital city in 2014 and Africa's Leading Destination at the 2014 World Travel Awards, and is considered a major role player as the top tourism destination in South Africa. This qualification will support this dynamic industry with its demanding tourism education needs.

This qualification is structured to be suitable for continuing professional development through the inculcation of a deep and systematic understanding of current thinking, practice, theory and methodology within the tourism sector. It aims at educating learners to design, develop and enhance sound tourism practices and in this way facilitate their employability to contribute to the economy in various public and private sector operations and initiatives, job creation, poverty alleviation, and increased revenues and economic growth for the region and the country. This qualification aims to support the holistic development of learners with reference to hard skills and soft skills whereby the academic qualification contributes not only to the academic body of knowledge, but also contributes indirectly to the conservation of biodiversity, cultural heritage and traditional values, the support an intercultural understanding, and local income and international investment generation within the sector. Furthermore, this qualification will reinforce customer service delivery required within the industry, and embed the importance of the effective management of the environment and host communities to ensure long term economic viability in the sector operations.

The economic growth of local and international tourism is imperative to South Africa and South Africa's tourism activities and attractions places the country in a favourable position to continue to attract future tourists and tourism related activities. The institution is continuously engaging with stakeholders such as the National Tourism Research Knowledge Forum (NTRKF); Southern Africa Tourism Services Association (SATSA); Tourism Educators South Africa (TESA); Tourism Business Council of South Africa (TBCSA); WESGRO (Cape Town and Western Cape Convention Bureau) Tourism Department, City of Cape Town and the Western Cape Government to ensure academic alignment to industry requirements.

This qualification will develop the learner's awareness, understanding and appreciation of related tourism management principles and an understanding and appreciation of self-employment opportunities through acquiring entrepreneurial skills. This qualification will encourage learners to integrate theory and applied tourism management competencies, including research skills, to contribute effectively to the tourism support sectors and stakeholders. Furthermore, this qualification aims to contribute to the full personal development of each learner as a productive member of society and provide a platform to further their learning and career paths within the tourism industry. This qualification is designed to prepare learners for postgraduate study through understanding theories, methodologies and practices, specifically that of the tourism industry, as well as the development of their ability to formulate, undertake and resolve more complex theoretical and practice-related challenges through the selection and utilisation of appropriate teaching and learning methods.

The occupations and job opportunities within the tourism management discipline relates to areas such as small and medium tourism business owners, the accommodation sector, the travel and tourism sector, destination management and marketing, the government sector and business tourism in general while the areas of activities within the qualification focus on the development of graduate skills and competencies for various roles within the tourism management sector.

The aim of this qualification is therefore to provide learners with, with an academic path to continue professional development in the field of Tourism and to enable working tourism professionals to articulate across the higher education system towards further studies. It will provide a learner with entry-level vocational, professional preparation and intensive and focused applied specialisation in the niche area of Tourism Management.

This qualification will also prepare a learner for Postgraduate study through the deepening of their tourism management related areas of study.

Recognition of Prior Learning (RPL)

Recognition of Prior Learning is a process of identifying the knowledge and skills of an applicant against the admission requirements of a qualification and/or for credits against a part thereof. The process involves the identification, mediation, assessment and acknowledgement of knowledge and skills obtained through informal, non-formal and/or formal learning. The RPL process is multi-dimensional and multi-contextual in nature, aimed at the individual needs of applicants and is handled in accordance with an institutional RPL policy by a unit dedicated to this activity.

The RPL process includes guidance and counselling, as well as the preparation of a body of evidence to be presented by the RPL candidate to meet institutional requirements. An appeal procedure is also in place to accommodate queries. RPL will enable learners to gain gaining access to the qualification and/or credits/advanced standing as described in institutional guidelines.

Entry Requirements

The minimum entry requirement for this qualification is either a

• A Diploma, Level 6.

Or

• National Diploma in Tourism Management.

Or

• A Bachelor's Degree in Tourism Management.

This qualification consists of compulsory and elective modules at Level 7 totalling 120 Credits.

Compulsory Modules, 96 Credits

• Advanced Tourism Development and Planning, 24 Credits.
• Advanced Tourism Management, 30 Credits.
• Advanced Tourism Marketing, 24 Credits.
• Introduction to Research Methodology, 18 Credits.

Elective Modules, 24 Credits (select one)

• Eco Tourism, 24 Credits.
• Adventure Tourism, 24 Credits.
• E-Tourism, 24 Credits.

1. Develop and present an accurate research report relevant to tourism management stakeholders.
2. Understand the key forces impacting on the strategic management of a tourism and hospitality organisation.
3. Apply the concepts of entrepreneurial and organisational management in a business environment and to make decisions and explore the strategic implications.
4. Develop a strategic marketing plan for a tourism attraction/organisation by using appropriate research and marketing strategies.
5. Understand the implications of key tourism management and development policies and important governance structures.
6. Critically evaluate tourism development plans and implications with a sound understanding of the implications emanating from tourism development plans on stakeholders.
7. Develop skills in resource management for tourism enterprises and the execution of management activities in a sustainable manner.
8. Solve problems specific to management issues with critical awareness and social sensitivity.
9. Develop management skills relevant to the tourism business environment.

Associated Assessment Criteria for Exit Level Outcome 1

• Identify and describe a researchable problem or topic in the tourism management field.
• Demonstrate knowledge and understanding of research skills relevant to the tourism management field.
• Plan and conduct a literature review for a research problem or topic.
• Apply empirical research techniques.
• Analyse research data.
• Write a research report.
• Present the research report to relevant stakeholders.

Associated Assessment Criteria for Exit Level Outcomes 2

• Understand that management in an organisation is context and system bound and recognise the importance and challenges of the internal and external environment on the business.
• Analyse the key forces impacting on the strategic management of a tourism and hospitality organisation.
• Identify, analyse and critically reflect on problems in an organisation and apply a range of management methods to resolve problems.

Associated Assessment Criteria for Exit Level Outcomes 3

• Critically analyse, select and apply various terms, concepts, theoretical management frameworks and strategies in a tourism and hospitality organisation.
• Understand leadership theories and ethics and how it impacts on decision-making.
• Examine how organisational and human development impact on organisation success.
• Evaluate information and select strategic management options that would develop a sustainable competitive advantage.
• Apply the concepts of entrepreneurial management and implement human resource management within a tourism business cognisant of the required legalities related to tourism.

Associated Assessment Criteria for Exit Level Outcomes 4

• Conduct tourism marketing research using appropriate research techniques and instruments.
• Develop a marketing mix for a tourist attraction/organisation and establish appropriate marketing strategies.
• Compile an operational marketing budget.
• Formulate a strategic marketing plan for a tourism attraction/organisation.
• Conduct research into market trends and climates.
• Critically evaluate the marketing strategies of an existing tourism attraction/organisation and its markets.
• Critically evaluate a destination marketing strategy's effectiveness of various local tourism settings.

Associated Assessment Criteria for Exit Level Outcomes 5

• Demonstrate comprehensive understanding of strategic tourism development planning.
• Display an understanding of how institutional elements are important in the development of tourism.

Associated Assessment Criteria for Exit Level Outcomes 6

• Critically evaluate important approaches in the implementation of tourism development plans.
• Critically examine the relationship between planning, policies and processes in tourism development.
• Exhibit coherent and critical understanding of sustainability principles in managing and developing tourism development.

Associated Assessment Criteria for Exit Level Outcomes 7

• Use disciplinary-and interdisciplinary-based information to make informed strategic management decisions with regard to sustainable tourism business practice.
• Assume a personal management role in relevant tourism and business environments to make effective decisions pertaining to optimal and sustainable financial, human and other related resource management systems.

Associated Assessment Criteria for Exit Level Outcomes 8

• Develop appropriate business and entrepreneurship solutions in the different tourism sectors.
• Formulate appropriate solutions to tourism related problems tourism employees are normally confronted with.
• Reflect constructively on environmental impacts, and develop a value system in terms of their environmental awareness and responsibility in tourism.
• Display sound understanding of cultural and aesthetical sensitivity across a range of professional tourism and social tourism related contexts, with the ability to adopt the correct professional protocol required in specific tourism and business environments.

Associated Assessment Criteria for Exit Level Outcomes 9

• Demonstrate fundamental and systematic knowledge of tourism management with a view to determine, design and implement appropriate systems that ensure proper management and performance of a tourism business enterprise.
• Customise and adapt international best practice tourism business, commerce and management practices and theories to the tourism industry requirements in the Western Cape and South Africa.

Integrated Assessment

Theoretical and practical components will be assessed. During integrated assessments, the assessor will make use of formative and summative assessment methods which will combine the applied, practical, foundational and reflective competencies.

Evidence is required that the candidate is able to achieve the purpose of the qualification holistically at the appropriate level and learners will be assessed and credited for the evidence of learning that has been acquired through formal, informal and non-formal learning and experience that forms part of the qualification.

Formative assessments are implemented whereby learning and assessment are integrated. The scheme of work includes assignments based on the learning material and students are given feedback. The process is continuous and focuses on smaller sections of the work and a limited number of outcomes. Summative assessment incorporates examinations or equivalent assessments such as a portfolio of a representative selection of outcomes practiced and assessed in the formative stage and aims to assess the learner's ability to manage and integrate a large body of knowledge to achieve the stated outcomes of a subject component.

Formative assessments include written or oral tests, assignments, mentorship projects, peer evaluation, case studies, and portfolios of evidence. Summative assessments include written or oral examinations, projects and portfolios of evidence depending on the subject assessment strategy.

All assessments integrate knowledge, skills, attitudes, abilities and applied competence that link to subject outcomes. Where possible, assignments linked to subjects will be merged to integrate subject assessments into one project.