Advanced Diploma in Tourism Management

Purpose

The Advanced Diploma in Tourism Management aims to produce a qualified Tourism practitioner who will work in both the private and public sectors, respectively. The qualification will enable the practitioner to develop Tourism marketing strategies, applying appropriate scientific research methods for Tourism, improve strategic planning and management of Tourism Organisation and analyse Tourism development trends locally and internationally.

Rationale

Grant Thornton's report (2018) indicates that the Tourism industry has become one of the fastest-growing industries in the world. The sector supports one in every twelve (12) jobs in the South African economy. In South Africa, the tourism industry was not fully recognised and supported by the previous governments. It is only in 2015 during the State of the Nation Address that tourism was acknowledged and prioritised as a sector with the potential to create more jobs.

The qualification, therefore, seeks to address the triple challenges facing South Africa, namely; poverty, inequality and unemployment. Tourism is one of the best mechanisms to grow the economies of the provinces through its multiplier effect. Further training in the areas of management, development, entrepreneurship, marketing and research on tourism is of importance.

The qualification combines tourism development with tourism policy formulation, research for tourism, strategic management for tourism, tourism and development in Africa and marketing for tourism. All these subjects encapsulate in the qualification. The qualification seeks to prepare and promote employment opportunities for our qualified learners. Learners to apply for jobs in all spheres of government and the private sector, while also opening doors for entrepreneurship opportunities in the country. Furthermore, learners will have a chance to be tourism entrepreneurs and create jobs rather than being seekers of employment. Moreover, people who have experience in the tourism industry may gain admission to the qualification.

This qualification will be attractive to learners that have graduated with a Diploma in Tourism Management as it will assist them in accessing better job opportunities. This qualification lies within the vocational pathway that supports learners to be able to pursue and resolve the practical challenges faced in the industry. Furthermore, they will utilise the theory and apply the knowledge to undertake complicated tasks.

Recognition of Prior Learning (RPL)

The qualification creates access to learners that have work experience but do not possess a formal qualification in Tourism Management. Firstly, the learner has to comply with institutional admission requirements. On admission, the learner must compile a portfolio of evidence as per the institutional framework for developing a portfolio of evidence. Where it is deemed necessary, the prospective learner will present him/herself to a panel determined by the policy to clarify issues that are not clear.

The institutional policy stipulates the necessary personnel and committees that will conduct assessments of the learners.

Entry Requirements

The minimum entry requirement for this qualification is

• Diploma in Tourism Management, NQF Level 6.

Or

• Advanced Certificate in Hospitality Management, NQF Level 6.

This qualification consists of the following compulsory modules at Level 7 Totalling 120 Credits.

Compulsory Modules, 120 Credits.

• Strategic Management for Tourism I, 25 Credits.
• Marketing for Tourism Iii, 25 Credits.
• Tourism Development IV, 25 Credits.
• Research for Tourism, 25 Credits.
• Tourism and Development in Africa, 20 Credits.

1. Develop Tourism marketing plan and apply Tourism marketing strategies.
2. Apply appropriate scientific research methods for Tourism.
3. Formulate and implement a strategic plan for a Tourism Organization.
4. Implement Tourism principles within the African development context.
5. Analyse Tourism concepts within national, regional and international environments.

Associated Assessment Criteria for Exit Level Outcome 1

• Evaluate the significant aspects of the marketing plan and apply to a tourism organisation.
• Distinguish various tourism products and their importance to the tourism industry.
• Evaluate the pricing strategies in the tourism industry.
• Compare and contrast the distribution channels encountered in the tourism industry.
• Differentiate various promotional methods in the tourism industry.

Associated Assessment Criteria for Exit Level Outcome 2

• Develop the learners' skills, competence, thorough knowledge and understanding of research within the tourism industry.
• Compare and contrast various tourism research methods in undertaking a research project.
• Collect and analyse relevant tourism data.
• Plan, implement, monitor and evaluate a tourism research project.
• Undertake a tourism research project.

Associated Assessment Criteria for Exit Level Outcome 3

• Apply the principles of the strategic planning process for the tourism organisation.
• Analyse the internal and external environment of the tourism organisation.
• Develop a mission and vision for a tourism organisation.
• Compare and contrast the different strategic plans of the tourism organisation.
• Implement, monitor and evaluate a strategic plan for a tourism organisation.

Associated Assessment Criteria for Exit Level Outcome 4

• Demonstrate an understanding of tourism attributes on how it aligns to development;
• Apply tourism theory to development needs
• Analyse tourism projects in the context of sustainability
• Measure tourism impacts on host communities.
• Work towards the future of tourism development.

Associated Assessment Criteria for Exit Level Outcome 5

• Develop, manage and market the destination.
• Develop sustainable tourism operations.
• Demonstrate impact on host communities and tourism.
• Develop the future of tourism.

Integrated Assessment

An integrated approach to assessment. The learner will do assignments that resemble real work situation, where they would have to demonstrate the integration of theoretical, practical and reflective competencies.