Advanced Diploma in Tourism Management

Purpose

The primary purpose of this qualification is to enable working tourism professionals to articulate across the higher education system and to assist learners with continued professional development in the field of Tourism. This qualification may enable a learner change in career path as it caters for a variety of module options to choose from according to their specific needs and circumstances. The selection of modules allows a learner to meet the requirements of the tourism labour market, e.g. in tourism development and management. This qualification aims to develop an understanding of the current theories and methodologies in the field of tourism management.

This qualification serves to consolidate and deepen the learner's expertise in tourism. The qualification enables learners already employed to develop themselves more fully without too many interruptions in their lifestyles. Furthermore, it affords learners in rural areas the opportunity to continue their professional development.

The qualification is suitable for learners who want to gain specialised knowledge in tourism and a better understanding of the tourism industry. This initiative will not only help in improving the local tourism industry, but also the country's economy. The learners will be equipped with advanced knowledge and various skills and competencies in tourism management that will improve their capacity to engage independently with complex theoretical concepts and problems related to the different sectors.

Rationale

According to the United Nations World Tourism Organisation (UNWTO) tourism is one of the largest and fastest growing industries in the world. In South Africa, the National government has acknowledged tourism as one of the four pillars for economic growth and job creation in the New Growth Path. A dedicated National Department of Tourism (NDT) was introduced after the 2009 elections, which has since developed the National Tourism Sector Strategy (NTSS). The NTSS addresses the need for education and professional development of employees in the tourism industry.

This qualification aims to address these needs by affording learners the opportunity to enhance their knowledge and skills in the industry. It will allow learners to obtain a more detailed knowledge of the different sectors in the industry and to afford them to specialise in a specific sector. The majority of the learners for this qualification would be graduates employed in the tourism industry, who do not have the time to study fulltime at a residential university or who stay in a rural area.

The qualification addresses the workplace need for an overall orientation of the different sectors and related career choices in the tourism industry. It will further enable learners to gain knowledge of tourism management which can be implemented practically and independently. In addition, it will improve the learner's ability to identify global trends as well as tourist needs and motives in the specialist areas of their choice.

Successful learners will benefit in various ways, as will society and the economy. The qualification will add practical and operational value to the tourism industry in South Africa, enhancing continued growth of this vital industry. Furthermore, this qualification will also serve as a springboard to further studies and career development; but is also suitable for the learner who wants to exit and start working in the industry and not to continue with further studies.

This qualification has been developed considering the needs of learners and employers. A team of experts was used consisting of several subject specialists from two providers and industry, and an educational consultant.

Recognition of Prior Learning (RPL)

All admission through RPL must be in accordance with the principles laid down in the Institution's RPL Policy. This qualification can be achieved wholly or in part through Recognition of Prior Learning.

Evidence can be presented in a variety of forms, including international or previous local qualifications, reports, testimonials mentioning functions performed, work records, portfolios, videos of practice and performance records.

Entry Requirements

The minimum entry requirement for this qualification is

• A 360 Credits Diploma in Tourism Management.

Or

• A similar qualification in Tourism Management at Level 6.

Or

• A Bachelor's Degree with a major in any hospitality field.

This qualification consists of the following compulsory and elective modules at National Qualifications Framework (NQF) Level 7 totalling 120 Credits.

Compulsory Modules, NQF Level 7, 60 Credits - Group A

• Hospitality Management, 12 Credits.
• Special Interest Tourism, 12 Credits.
• Tourism Distribution, 12 Credits.
• Air Transport for Tourism, 12 Credits.
• Tourism Governance, 12 Credits.

Elective Modules, at NQF Level 7, 36 Credits - Group B (Select any three modules)

• Family Business Management III, 12 Credits.
• Career Psychology, 12 Credits.
• Theoretical and Applied Ethics, 12 Credits.
• Compensation Management, 12 Credits.
• Performance Management, 12 Credits.

Elective Modules, at NQF Level 7, 24 Credits - Group C (Select any two modules)

• Environmental Awareness and Responsibility, 12 Credits.
• Ecotourism, 12 Credits.
• Food and Beverage Service, 12 Credits.
• Beverage Studies, 12 Credits.
• Introduction to Housekeeping, 12 Credits.
• International Cuisine, 12 Credits.

1. Engage in becoming a well-rounded, educated person and in preparing for further, more specific study or the work environment.
2. Ability to communicate her/his skills in a rational and logical manner.
3. Apply entrepreneurial skills pertinent to the different tourism sectors, business, commerce and management.
4. Demonstrate an advanced understanding of the theories and practices pertaining to the field of hospitality management, tourism distribution, air transport, geography of tourism, and environmental awareness, but also in the related fields of business, commerce and management studies.
5. Deal with advanced problems, specifically pertaining to the field of hospitality, tourism distribution, air transport, geography for tourism, and environmental awareness and responsibility, but also in the related fields of tourism business, commerce and management studies.
6. Demonstrate proficiency in understanding and managing the different tourism sector related activities and has the ability to apply the theoretical knowledge, in diverse tourism business environments.

Associated Assessment Criteria for Exit Level Outcome 1

• Perform a critical role in society and the industry with regard to entrepreneurship and job creation as stipulated in the New Growth Path.
• Use disciplinary-and interdisciplinary-based information to take an informed stand with regard to tourism, business and government policies.
• Assume a personal role in the tourism and business environments.

Associated Assessment Criteria for Exit Level Outcome 2

• Answer questions in writing in an acceptable format e.g. tourism business plans.
• Use language effectively to convey ideas and insights intelligibly.
• Evaluate, interpret and generate information in and from a variety of sources.
• Explain the ramifications of tourism policies, such as the National Tourism Sector Strategy (NTSS) and tourism business decisions related to the different sectors (such as Hospitality) in a language which is accessible to the general public and various stakeholders in the tourism community.

Associated Assessment Criteria for Exit Level Outcome 3

• Apply the knowledge and understanding of the policies implied by tourism governance principles.
• Apply the knowledge and understanding of the skills prescribed by the different tourism related associations, such as the Southern African Association of the Conference Industry (SAACI), Southern African Tourism Services Association (SATSA), as well as national government organisations (NGOs).
• Demonstrate understanding of the need to act professionally and ethically towards tourists, guest, passengers, employees and the world at large.

Associated Assessment Criteria for Exit Level Outcome 4

• Analyse, evaluate and apply advanced business, commerce and management theories and principles to practical tourism industry related situations.
• Contribute to the improvement and development (in a limited manner) of principles related to tourism policies and the procedures followed in the various tourism sectors, such as in hospitality management.
• Customise and adapt international best practice tourism business, commerce and management practices and theories to the South African tourism industry requirements.

Associated Assessment Criteria for Exit Level Outcome 5

• Identify problems in the Hospitality, Tourism Distribution, Air Transport fields and related disciplines.
• Develop appropriate business and entrepreneurship solutions in the different tourism sectors.
• Formulate appropriate responses to tourism related problems tourism employees are normally confronted with.

Associated Assessment Criteria for Exit Level Outcome 6

• Demonstrate integrated knowledge of the nature and theory of specific tourism governance related activities, such as the writing of a tourism business plan.
• Demonstrate a coherent and critical understanding of the concepts, principals and theories relating to nature based tourism (adventure tourism and culture tourism), special events (with specific reference to festival tourism, food - and wine tourism and sport tourism) as well as cruise tourism and space tourism.
• Demonstrate an informed understanding of important terms, concepts and principles of the environment in which hospitality operations operate.
• Demonstrate a coherent and critical understanding of the concepts, principals and theories relating to the role of information and information communication technology (ICT) in tourism; the channels of distribution in the tourism industry and more specifically in the airlines, hotel industry, and specific destinations; distribution via the internet and competitive strategies and future trends in tourism distribution.
• Analyse the air transport system and environment, the airline industry, competition issues, route networks, scheduling through hubs, pricing power and the role, control and management of airports with reference to South Africa.
• Demonstrate an integrated knowledge of the types of family businesses, family roles and relationships, special features of family business management, the process of leadership succession, and transfer of ownership.
• Take full responsibility of her or his work by demonstrating insight into aspects such as the meaning of work; career concepts and a career management model; theories of career choice; life and career stages; organisational choice; career management in a changing environment; organisational support; and career issues.
• Foster critical and creative thinking amongst students by enabling students to think contextually, and demonstrate skills in understanding the theoretical frameworks and normative dimensions of decision making in the applied fields of business ethics and environmental ethics.
• Demonstrate capability and decision making skills in handling compensation management functions, by applying and evaluating the criteria used to compensate employees, compensation system design issues, employee benefits, challenges of compensating key strategic employee groups, and the 'total reward' approach towards compensation.
• Demonstrate a fundamental and systematic knowledge of performance management with a view to determine, design and implement appropriate systems that ensure proper management of employee performance in an organisation.
• Reflect constructively on environmental impacts, and develop a value system in terms of their environmental awareness and responsibility in tourism.
• Demonstrate an integrated knowledge of ecotourism in terms of the following the concepts; sustainable (responsible) tourism; specialist travel markets; resources (also in South Africa); environmental impacts; policy and regulation; planning, development and management of ecotourism destinations; the ecotourism business; communities and ecotourism destinations; ecotourism projects in South Africa.
• Demonstrate an integrated knowledge and apply the competence needed to serve food and beverages correctly to its kind.
• Demonstrate an understanding of a range of methods and apply the competence required to serve wine, spirits and liqueurs, beer and non-alcoholic beverages correctly to any hospitality institution.
• Analyse and apply the competence required in providing a housekeeping service of high quality in the hospitality industry.
• Demonstrate an appreciation of a range of methods to evaluate traditional dishes of other countries, including the indigenous traditions of various culture groups in South Africa; and an understanding of their life styles and food preferences.
• Develop menus typical to a region or culture group driven by theory related arguments.

Integrated Assessment

Learners must demonstrate the ability to engage in the correctional operations selected in an integrative way, dealing with divergent and "random" demands related to these work operations, effectively. Evidence is required that the learner is able to achieve the purpose of the qualification as a whole at the time of the award of the qualification.

Each module completed of this qualification will have two assessment components namely

• Formative Assessment: learning and assessment are integrated. The study guides contain self-assessment tasks and feedback. 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: examinations or equivalent assessment such as a portfolio of a representative selection of outcomes practiced and assessed in the formative stage. Summative Assessment also tests the student's ability to manage and integrate a large body of knowledge to achieve the stated outcomes of a module.
• Integrated Assessment: All assessment will integrate knowledge, skills and attitudes and applied competence.