Advanced Diploma in Tourism Management

Purpose

The purpose of this qualification is to educate and train learners in the field of tourism management. The qualification aims to promote the critical and developmental human resource requirements of the sector by developing industry-specific skills, knowledge, values, attitudes and self-development of learners from a variety of backgrounds.

The Advanced Diploma in Tourism Management is designed to prepare learners for postgraduate study through the deepening of their knowledge and understanding of theories, skills, methodologies and practices in tourism management. It will enable learners to develop the ability to formulate, undertake and resolve more complex theoretical and practice-related problems and tasks through the selection and use of appropriate methods and techniques.

After completion of this qualification, learners will be able to independently carry out their required duties and make decisions within the tourism industry. This also entails preparing the learner to be sensitive to issues in relation to race, gender, age, sexual orientation and discrimination.

Rationale

The tourism industry globally and in South Africa has shown continued growth. The growth of the South African tourism industry results in an ever increasing demand for labour. Thus, there is a need for the development of well-qualified staff to support the corporate tourism business and to advance entrepreneurship in the sector.

The demand for advanced education in tourism is increasing as a growing number of prospective learners realise the career prospects it may offer. Tourism is a dynamic global phenomenon that requires advanced skills and knowledge to enable individuals to capitalise on the career opportunities rendered by this industry. The Advanced Diploma in Tourism Management provides a platform to capacitate professionals in the tourism industry with skills and competences that will enable them to contribute to the further development of the industry.

Recognition of Prior Learning (RPL)

As per institutional policy, credits towards this qualification may be obtained by means of Recognition of Prior Learning (RPL). Candidates who do not meet the minimum entrance requirements but who can demonstrate satisfactory levels of competence in the field may apply for RPL and may be granted entry to the qualification on this basis.

Entry Requirements

In order to gain access to this qualification, an applicant is required to have a

• Diploma in either Tourism Management, Ecotourism Management, Adventure Tourism Management, Casino Resort Management or Event Management at Level 6.

Or

• An equivalent qualification at Level 6.

The qualification comprises both compulsory and elective modules worth 30 credits each, all at NQF Level 7, totalling 120 credits.

Compulsory Modules, 90 Credits

• Strategic Tourism Management.
• Contemporary Issues in Tourism.
• Research Methodology.

Elective Modules, 30 Credits (Choose one)

• Adventure Leadership IV.
• Event Planning IV.
• Tourism Development IV.

1. Apply the principles, concepts and theories within sustainable event management.
2. Analyse the different roles, relationships and challenges related to sustainable industry management principles.
3. Demonstrate an understanding of the strategic landscape of the tourism industry.
4. Demonstrate a clear and concise understanding of basic research methodology.
5. Demonstrate a clear understanding and application of leadership principles within the context of adventure tourism.
6. Understand and apply the sustainable tourism planning principles.

Associated Assessment Criteria for Exit Level Outcome 1

• The most established event management theories, concepts and principles as well as their current applications are evaluated and critiqued.
• The processes and procedures related to sustainable event management are understood.
• The different aspects of sustainable event management are recognised.
• Resources used in event sustainability are allocated, directed and controlled to ensure that these resources are used in the most efficient and effective manner to benefit the event.
• The impact of events on the natural, cultural and social environment is minimised.

Associated Assessment Criteria for Exit Level Outcome 2

• Case studies of typical challenges are examined and solutions to industry specific challenges are identified and discussed.
• Appropriate responses to impacts and trends of sustainability affecting the events industry and the various stakeholders are provided.

Associated Assessment Criteria for Exit Level Outcome 3

• The key concepts related to the strategic management of the tourism industry are understood and applied.
• Different types of strategies used in strategic management are identified and evaluated.
• Various case studies are examined to identify weaknesses in order to make improvements on the business strategy, including the vision and mission statements, audits and monitoring mechanisms.

Associated Assessment Criteria for Exit Level Outcome 4

• The basic principles regarding quantitative and qualitative data analysis are understood.
• Tourism information is gathered through applying research design, utilising sampling techniques, identifying and selecting methods for research information and statistical analysis.
• Advanced research methods are identified to solve problems and to communicate research results effectively to the tourism industry.

Associated Assessment Criteria for Exit Level Outcome 5

• The concept of leadership is explained and understood.
• The difference between the concepts of leadership and management is understood.
• Leadership techniques are applied in line with international standards and best practice to both individuals and teams in the adventure tourism sector.
• The impact of leadership techniques on co-employees, shareholders, stakeholders and clients are evaluated.

Associated Assessment Criteria for Exit Level Outcome 6

• The principles that govern tourism planning in various geographical settings are analysed.
• The strategic importance of tourism planning to achieve sustainable tourism development is analysed.
• Specific case studies relating to tourism development are analysed and evaluated for weaknesses and strengths.
• The tourism planning guidelines are compared and contrasted for different tourism niche markets such as ecotourism, mass tourism, and adventure tourism.

Integrated Assessment

A combination of formative and summative methodologies is applied, integrating theory and practice. Integrated assessment implies a planned combination of formative and summative assessment strategies.

Formative assessment strategies are continuous and aimed at giving learners feedback on their progress in the achievement of learning outcomes as well as to integrate theoretical and practical competence. Such strategies include informal assignments, discussions, case studies, informal tests and tutoring.

Summative assessment strategies are aimed at judgement of the learning in relation to the exit level outcomes of the qualification. Such strategies include examinations, reports, projects or equivalent such as a portfolio of evidence which is representative of a selection of the outcomes.