Bachelor of Arts Honours in Tourism

Purpose

The main purpose of the qualification is to prepare learners for higher level academic studies in the field of tourism and cultural heritage, as well as higher management level employment in the tourism industry and the cultural heritage sector. The curriculum contributes towards these outcomes:

• Through the qualification's strong emphasis on research, which involves improving and perfecting previously acquired research skills; expanding research skills; sharpening analytical skills and gaining practical research experience, qualifying learners will have the ability to conduct research which is particularly important for Masters' Studies, but will also be expected of managers in tourism and the cultural heritage sector.
• Through the qualification's emphasis on conceptual skills and theoretical frameworks that provide new perspectives on familiar phenomena, learners will demonstrate a capacity for creative problem solving.
• Qualifying learners will demonstrate managerial decision-making in the workplace and acquire a capacity for higher level academic study, in that the curriculum contains both important fundamental content knowledge conveyed through critical engagement with 'classic' texts in the field and continuously up-dated material to reflect current trends and cutting-edge knowledge within the field. This balance is essential for.

Rationale

Tourism is one of the most important sectors of economic growth nationally and internationally. In South Africa today, tourism is strongly promoted by both public and private sector interests. The tourism industry is broad and covers all economic activity associated with travel such as the core sectors of hospitality, transport and attractions, including cultural and heritage attractions.

There is a need for individuals at management level, experts who can access and manage the impacts of tourism, develop policy and drive research specific to the sector and provide training. Analysis of graduation rates at tertiary education institutions shows that the sector is not adequately supplied with graduate recruits, particularly at postgraduate level.

The Bachelor of Arts Honours in Tourism is designed to prepare learners and provides specialised in-depth knowledge of the industry. It also develops advanced research skills (i.e. familiarity with a wide range of research methodologies and their effective application) and analytical skills based on a thorough understanding of critical concepts and theoretical frameworks. This will enable successful candidates to become specialists and competent experts in the tourism sector, who can provide leadership in such crucial areas as policy formulation, impact assessment, research, development, strategic analysis and planning. The proposed qualification will contribute significantly to the local and global advancement of African scholarship in the field of tourism, because it is aimed at training young scholars, the majority of whom are black Africans, to become independent researchers.

Recognition of Prior Learning (RPL)

The university policy on RPL stipulates the following principles on which Prior Learning will be recognised

• Assessment must recognise learning from experience, and not simply experience.
• Assessment of learning must be based on evidence.
• The learning assessed must be related to the purpose for which the recognition is required.
• Learning must be assessed against the learning outcomes (and not primarily the content) of specific qualifications and/or modules.
• The learning must be assessed as sufficient and current.
• Quality assurance procedures must guarantee the integrity and credibility of the assessment.

Using these principles, candidates seeking to enter the Postgraduate qualification must demonstrate their Prior Learning experience:

• In an interview with the qualification director/qualification team.
• By presenting a portfolio of their work experience.
• And/or writing a formal entrance test.

Entry Requirements

• Bachelor of Technology in Travel and Tourism.
• Bachelor Arts or Bachelor of Social Science with tourism major.
• Bachelor Arts in Cultural and Heritage Tourism.
• Candidates with a Bachelors' Degree with a minimum of 65% achieved.

The qualification consist of compulsory modules at NQF Level 8, totalling 128 Credits.

• Representation of Culture in Tourism, 32 Credits.
• Local Knowledge and Development, 32 Credits.
• Research Project, 32 Credits.
• Principles of Tourism Management, 16 Credits.
• Sustainable Tourism Development, 16 Credits.

1. Use acquired deep knowledge of content, specific concepts, theoretical frameworks and critical debates in the field of Cultural and Heritage Tourism.
2. Design and carry out an independent research project in the field of tourism or cultural heritage studies, using appropriate methods and skills.
3. Apply critical analytical, evaluative and problem-solving skills.
4. Present research data professionally in oral or written presentation form.
5. Use theoretical knowledge practically for problem-solving in the work place.
6. Apply knowledge and understanding of marketing as it pertains to tourism and the relationship between economic principles and marketing.
7. Apply acquired or intensified personal skills and values, such as responsible and ethical approaches to tourism, respect for others, communication skills, team-working and organisational skills, self-reflective evaluative approach to knowledge acquisition analysis.

The assessment criteria may be applied across some or all of the Exit Level Outcomes in an integrated manner

• Reports are compiled and presentations are made using word-processing, spreadsheet and presentation software according to professional standards.
• Applicable managerial concepts applied to prepare a business plan and establish a tourism enterprise.
• Issues affecting entrepreneurs in a tourism business are explained.
• Tourism management practices for sustainability and economic growth are explained.
• Global strategies for tourism and hospitality services are analysed.
• Knowledge of content, concepts and critical debates in the field of Cultural and Heritage Tourism are demonstrated.
• Competency in conducting research is demonstrated.
• The ability to conduct independent fieldwork which requires gathering of data in archives, libraries, museums, cultural villages, heritage sites and a range of tourist related sites of engagement is demonstrated.
• Quality and degree of professionalism in analysing research data and presenting them orally or in written form is practiced.
• The processes for planning in tourism with the involvement of communities and developing viable community-based ecotourism projects are assessed.
• Events and declarations related to sustainable development of tourism are described and analysed.
• The principles and techniques of marketing in different marketing contexts are explained and applied.
• The marketing communications concept and issues of branding and promotion strategies in the tourism industry are explained.
• The features unique to tourism services and their implications are explained.
• Information about the tourism industry sectors and role players, demand differentiation and the impact of tourism are interpreted.

Integrated Assessment

All qualification outcomes (as specified above) are linked to specific outcomes in the individual module components of the qualification (coursework modules and research project) and assessed through continuous assessment procedures and formal examinations. The research project and the resulting report will particularly be used for integrated assessment.