Advanced Diploma in Tourism Management

Purpose

The National Development Plan 2030 regards the tourism industry as a key sector in South Africa that has significant growth and job creation potential, however, there is a global skills shortage in the tourism industry. The qualification has been designed to address the skills shortage in the tourism industry. It promotes employment opportunities for qualified learners. The qualification prepares learners 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 be seekers of employment. This qualification supports the Department of Tourism's focus on encouraging South Africans to contribute positively towards the economy by establishing tourism entrepreneurial ventures.

The qualification is suitable for learners who want to gain specialised knowledge in tourism and a better understanding of the tourism industry. The purpose of the qualification is to develop higher-order thinking skills by applying integrated strategic managerial skills to demonstrate a sound understanding of complex tourism-related issues such as sustainability, development, and marketing through the application of research-informed information. Moreover, the qualification allows alternative access for learners who have experience in the tourism industry but do not have formal education.

Major tourist sites are strategically located in South Africa major tourist sites, which attract more than half of international tourists. Sustainable growth in the tourism industry requires effective strategic management. Therefore, the qualification will equip the learners with the required strategic management skills. Learners will contribute strategic management skills to facilitate the continued growth of tourism within South Africa.

Qualifying learners will be able to

• Identify and solve specific tourism-related problems such as sustainability, development, and marketing at an advanced level by applying enhanced strategic management skills and research methodologies.
• Critically review knowledge and understanding of tourism management principles and practices and apply these to the strategic management of a project at an advanced level.
• Apply professional standards, apply ethical principles and responsibilities as required in the tourism industry.
• Conceptualise and design a strategic and marketing plan and develop a niche tourism product that will provide a competitive edge for graduates with this qualification.
• Design and conduct research using the appropriate research techniques in the tourism industry.

The integration of the research methodologies makes the qualification unique. The design of the qualification was informed by the international comparison results and the consultation with relevant stakeholders. The research module will prepare learners for postgraduate studies and equip them with research skills.

The purpose of this qualification is to develop higher-order thinking skills by applying integrated strategic managerial skills to demonstrate a sound understanding of complex tourism-related issues such as sustainability, development, and marketing through the application of research-informed information. Learners will be able to identify and solve specific tourism-related problems such as sustainability, development, and marketing at an advanced level by applying enhanced strategic management skills and research methodologies. Learners will furthermore be able to demonstrate sound knowledge and understanding of tourism management principles and practices and be able to apply these to the strategic management of a project on an advanced level. Graduates will be able to apply professional standards, apply ethical principles and responsibilities as required in the tourism industry. The ability to conceptualise and design a strategic and marketing plan and develop a niche tourism product will provide a competitive edge for graduates of this qualification. The integration of the research methodologies is unique to an Advanced Diploma in Tourism Management to equip the learner with the ability to identify research problems in the tourism industry. The above skills will enable a graduate to continue their Post Graduate studies in Tourism Management.

Learners with a diploma in a relevant discipline will be able to articulate into the Advanced Diploma in Tourism Management, thereafter the Postgraduate Diploma in Tourism Management, Masters in Tourism Management and eventually a Doctorate. The typical learner completing the Advanced Diploma in Tourism Management will be a critical thinker, have an advanced understanding of complex issues facing the tourism industry, compile a research proposal and contribute to professionalism in the tourism industry. The development of this programme considered DHET, CHE and SAQA criteria and requirements as well as aligned with the institution's vision and mission.

Rationale

The previous BTech Tourism Management qualification was phased out in 2019 and therefore the new Advanced and Postgraduate diplomas are imperative for progression, articulation purposes and access and success purposes. This programme is aligned with the DHET's HEQSF requirements on NQF level 7.

The South African President in the State of the Nation Address (2019) emphasised that the number of tourism employees should be doubled by 2030, which will require additional managerial capacity. Sustainable growth in the tourism industry requires effective strategic management. Key specific modules such as Niche Tourism, Tourism Development and Research Methodology are integrated with the qualification to address specific tourism needs. Therefore, the qualification will equip the learners with the required strategic management skills to contribute strategic management skills and facilitate the continued growth of tourism within South Africa.

According to the United Nations World Tourism Organisation (UNWTO), the tourism industry remains one of the biggest global sectors with incessant growth opportunities 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 with the National Skills Development Plan of South Africa which aims to promote tourism expansion. The occupations and job opportunities within the tourism management discipline relate 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 qualification will add practical and operational value to the tourism industry in South Africa, enhancing the continued growth of this vital industry.

The 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 qualification, therefore, allows learners to advance their career path within the Tourism field and enables working tourism professionals to articulate across the higher education system towards further studies, i.e., a Master in Tourism Management and eventually a Doctorate. The typical learner completing the qualification will be a critical thinker, have an advanced understanding of complex issues facing the tourism industry, compile a research proposal and contribute to professionalism in the tourism industry.

Recognition of Prior Learning (RPL)

The qualification may be achieved in part through RPL according to policies governing higher education, to learners who have acquired the skills and knowledge without attending formal courses, provided they can demonstrate competence in the outcomes of the qualification as required by the fundamental, core and elective areas stipulated in the qualification and Exit Level Outcomes.

The assessment of RPL applications must satisfy the key validating criteria spelt out in the institution's Assessment Policy such as transparency, fairness, legitimacy, attention to unintended negative consequences, and feasibility. The assessment of the applicant will be conducted and aligned with the admission criteria of the qualification applied for.

RPL for access

• RPL is based on granting access for learners to further learning and provides pathways for success in the qualification.
• The purpose of RPL is to overcome obstacles for prospective learners towards life-long learning by granting admission to a qualification, and admission to further studies in higher education.
• Advanced standing may be granted.

RPL for exemption of modules

• Learners may apply for RPL to be exempted from modules that form part of the qualification. For a learner to be exempted from a module, the learner needs to provide sufficient evidence in the form of a portfolio that demonstrates that competency was achieved for the learning outcomes that are equivalent to the learning outcomes of the module.

RPL for credits

• Learners may also apply for RPL for credit for or towards the qualification, in which they must provide evidence in the form of a portfolio that demonstrates prior learning through non-formal and/or informal learning to obtain credits towards the qualification.
• Credit shall be appropriate to the context in which it is awarded and accepted.

Entry Requirements

The minimum entry requirement for this qualification is

• National Diploma in Tourism Management, NQF level 6.

or

• Diploma in Tourism Management, NQF level 6.

This qualification consists of the following compulsory modules at National Qualifications Framework Level 7 totalling 120 Credits.

Compulsory Modules, Level 7, 120 Credits

• Tourism Development IV: Module 1, 15 Credits.
• Tourism Development IV: Module 2, 15 Credits.
• Tourism Marketing IV: Module 1, 10 Credits.
• Tourism Marketing IV: Module 2, 10 Credits.
• Tourism Management IV: Module 1, 15 Credits.
• Tourism Management IV: Module 1, 15 Credits.
• Niche Tourism: Module 1, 13 Credits.
• Niche Tourism: Module 2, 12 Credits.
• Research Methodology, 15 Credits.

1. Apply integrated strategic managerial skills to demonstrate a sound understanding of complex tourism-related issues such as sustainability, development, and marketing through the application of research-informed information.
2. Identify and solve specific tourism-related problems such as sustainability, development, and marketing at an advanced level by applying enhanced strategic management skills and research methodologies.
3. Demonstrate advanced knowledge and understanding of tourism management principles and practices in individual and group tourism projects.
4. Comprehend and apply managerial ethical principles and professional ethics.
5. Conceptualise and design a strategic and marketing plan and develop a niche tourism product.
6. Demonstrate knowledge of research methodologies and the ability to identify research problems in the tourism industry.

Associated Assessment Criteria for Exit Level Outcome 1

• Apply integrated tourism context strategic managerial skills to demonstrate a sound understanding and ability to critically assess complex tourism-related issues (e.g. sustainability, development, planning, marketing, control, evaluation and the industry life-cycle) through utilizing research-informed local, national and global tourism industry information.

Associated Assessment Criteria for Exit Level Outcome 2

• Identify, analyse, and solve specific tourism-related problems such as but not limited to sustainability, development, socio-cultural aspects and marketing at an advanced level by applying enhanced strategic management skills, and research methodologies.

Associated Assessment Criteria for Exit Level Outcome 3

• Integrate and implement knowledge and understanding of tourism management principles and practices by aligning and applying these to the strategic management of individual and group tourism-related projects.

Associated Assessment Criteria for Exit Level Outcome 4

• Comprehend and apply managerial ethical principles and professional ethics.

Associated Assessment Criteria for Exit Level Outcome 5

• Conceptualise and design a strategic and marketing plan, including branding, in developing a niche tourism product or service within the South African tourism context.

Associated Assessment Criteria for Exit Level Outcome 6

• Demonstrate and apply knowledge of research methodologies, skills and the ability to identify research problems in the tourism industry in preparing for and allowing learners to articulate into Post Graduate studies in Tourism Management.

INTEGRATED ASSESSMENT

The aim of the assessment in the design of the qualifications is to integrate assessment exit-level outcomes across the modules. Assessments within the qualification design are developed to enhance integrated teaching and learning practices.

Formative assessment

• Class tests: The semester content is divided equally among three class tests.
• Written assignments: This will take the form of individual, or group work based on the case studies for one or more chapters.
• Group presentation: The class will be divided into groups of no bigger than five members each. Each group will be assigned a topic based on the outcome of the chapter being discussed. A marking rubric against which the learners will be assessed will be made available to them beforehand.

Summative assessment

Summative assessment is done on completion of modules. Summative assessments will take place either through

• Final exam or portfolio of evidence.
• Class tests: Learners will be required to write two tests (one per semester).
• Written assignments: Learners will be required to complete a series of individual written assignments.
• Group Class presentation.
• Oral class presentation (individual presentation): Learners will be required to present a research topic in front of an audience (peer group, examiner and moderator).

Continuous assessment throughout the semester will contribute 75% to the year mark and a final summative assessment (presentation) of 25% will contribute to a final mark. The final summative assessment (presentation) is compulsory. For Continuous assessment modules, feedback is given after every assessment and learners that have failed have an opportunity to re-submit with a maximum re-submission mark of 50%.