Bachelor of Commerce Honours in Tourism Management

Purpose

The qualification aims to fill this substantial need for well-qualified and competent tourism managers to carry the industry forward to 2020 and beyond. Its purpose is to develop tourism managers with an increasing measure of intellectual independence through an advanced level of theoretical and practical engagement. It thus consolidates and deepens students' knowledge and expertise relating to advanced contemporary tourism management theories and practices and develops appropriate applied competence to meet the need for well-qualified and competent tourism entrepreneurs, managers and strategists.

The purpose of the reviewed qualification aligns neatly with the Faculty's vision of making an empowering contribution to the local business and broader community as well as with the Nelson Mandela Metropolitan University (NMMU) Vision 2020 and its institutional values. The strategic importance of the qualification is that it now strengthens the development of research skills relevant to the tourism industry in which there is a manifested shortage.

In addition, the qualification also provides initial research training by including a discrete research methodology and a treatise component in the curriculum. Students will thus be equipped with the appropriate knowledge, competencies and associated values and attitudes to enable them to carve a career in the tourism profession as well-rounded individuals capable of gainful economic activity and mindful of their individual, social and environmental responsibilities.

Rationale

The rational of the qualification is because of the high intensity of labour within the industry that makes it a significant source of employment, placing it among the world's top creators of jobs that require varying Degrees of skills and allow for quick entry into the workforce by youth, women and migrant workers (World of Work Magazine 2011). The tourist industry has many diverse sectors that will give students, with their high level exposure to contemporary theory and managerial practice, linked to their substantial undergraduate background and exposure to different areas of the industry, will thus be ideally positioned to be employed in middle and later more senior management positions found in each of these many different sectors. Many resorts and hotels are part of worldwide chains which afford well qualified and experienced employees the ability to travel the world by transferring from one location to another and with excellent opportunities for career advancement.

This qualification is also a vital contributor to the South African economy, contributing more to gross domestic product, and seen against this background, clearly there is a need for a core of knowledgeable, well-trained professionals in South Africa competent tourism managers, entrepreneurs, researchers and strategists to carry the industry forward and ensure its growth and sustainability, not only in South Africa, but also in Africa and internationally.

Recognition of Prior Learning (RPL)

All RPL applications will be considered as per Nelson Mandela Metropolitan University (NMMU) policy.

The minimum requirement for admission is

• A Bachelor's Degree.

Or

• A Similar qualification.

This qualification comprises of compulsory module at Level 8 totaling 120 Credits.

Compulsory Modules, Level 8, 120 Credits

• Tourism Research, 10 Credits.
• Treatise, 30 Credits.
• Tourism Economics, 20 Credits.
• Responsible Tourism, 20 Credits.
• Coastal and Marine Tourism, 20 Credits.
• Destination Management, 20 Credits.

1. Identify, analyse and resolve tourism-related problems.
2. Engage in independent learning by planning, designing and conducting research on a selected tourism-related topic.
3. Relate sustainable coastal and marine tourism development and the finite nature of coastal and marine resources to the various subcategories of tourism.

4.Collect and review relevant information and propose creative solutions to tourism-related issues and challenges, both orally and in writing, to wider stakeholder and interest groups.

1. Relate expertise in tourism to responsible and sustainable tourism management, socio-economic development and job creation.
2. Apply contemporary theoretical tourism perspectives and practices to the development, management and sustainability of tourism destinations.

Associated Assessment Criteria for Exit Level Outcome 1

• Outline and describe the relationship that exists between the internal dynamics of a tourism operation together with its various functional subcomponents and the surrounding environment, including key factors such as leadership, performance, programme and partner synergy, as well as the integration of social, ethical and environmental measures vital to the successful functioning of any tourism business operation or entity.
• Identify and align key strategies with key processes and available resources with the purpose of improving the overall performance of the tourism project and/or operation or entity with specific reference to economic, market, environmental and other relevant indicators and accountabilities.
• Make functional and strategic operational decisions both independently and as member of a team and the impact of such decisions on other aspects or areas of the tourism operation or entity are determined.
• Demonstrate a holistic, balanced and critical approach to tourism development, one that is in harmony with the environment and communities, and with cognisance of the codes, policies, ethics, definitions and guidelines for environmentally sustainable and socially responsible tourism management.
• Identify and analyse potential situations of conflict in tourism projects and plans and appropriate conflict resolution strategies proposed.

Associated Assessment Criteria for Exit Level Outcome 2

• Conduct independent research, based on a pertinent tourism-related research problem, by applying appropriate research protocols, methods and analytical techniques.
• Prepare a research report in the form of an academic treatise that meet scientific style and academic discourse and ethical conventions and presented with well-formulated findings, conclusions and recommendations.

Associated Assessment Criteria for Exit Level Outcome 3

• Describe the diversity of coastal and marine resources tourism and recreational activities and attractions, demonstrating a clear understanding of the potential of coastal and marine tourism and recreation.
• Identify and describe Patterns of constraints on and opportunities for human exploitation of the marine and coastal resources with respect to recreation and tourism.
• Outline and contextualise the key elements and principles of Integrated Coastal Zone Management (ICZM) for achieving the aims of sustainable marine and coastal tourism.
• Analyse, compare existing coastal and marine tourism projects and new developments and reviewed in terms of policy and regulatory requirements as well as best practice approaches.
• Identify potential marine tourism and coastal recreation opportunities and project plans prepared and evaluated in terms of supply and demand with full cognisance of the regulatory, socio-economic and environmental impact and ethical considerations.
• Research, assess and report aspects of the conflict between the benefits to the economy of marine and coastal tourism and its impact on the coastal physical and social environment.

Associated Assessment Criteria for Exit Level Outcome 4

• Use information technology and its associated methods, practices and tools to compute, access, process, manage, store and manipulate information to enhance own and team productivity, with due consideration of the limitations of such packages and tools and the need for the verification of final results.
• Communicate information effectively and timeously and with due consideration of cultural sensitivities to team members and stakeholders involved in the tourism activity.
• Maintain competence by staying abreast of the latest developments in theory, methods, practices, tools and information technology (the principle of life-long learning).

Associated Assessment Criteria for Exit Level Outcome 5

• Explain the relationship between tourism, socio-economic development and sustainability with due consideration of relevant theoretical principles and practical implications.
• Apply appropriate concepts and methods of analyses to recreation and tourism management, marketing, planning, policy and forecasting of tourism markets.
• Identify, analyse and evaluate factors that affect the demand and supply of tourism products and services.
• Calculate and describe the costs and benefits of tourism for a host community.
• Describe the concept of input and output analysis and other means of assessing the financial impact of travel and tourism from an economic perspective, including the pricing and marketing of tourism products and services in different market situations.
• Evaluate growth strategies, benefits and problems of the free market in the leisure and tourism industry.
• Describe the impact of government policy on balance of payments and the exchange rate and its effect on economic activity in the international and domestic travel and tourism industry.
• Compare and contrast the economic objectives of tourism development with the objectives of sustainable and responsible tourism.
• Select tools such as the Ecological Footprint (EF), the Tourism Carrying Capacity Assessment (TCCA) and the Environmental Assessment (EA) for enhanced tourism project planning and decision-making are described and demonstrated.

Associated Assessment Criteria for Exit Level Outcome 6

• Compare and critique contemporary theoretical approaches and practices related to the development and management of tourist destinations together with the management instruments used to manage tourist destinations responsibly and sustainably.
• Distinguish and comprehend different categories of tourist destinations research conducted to investigate and evaluate their potential for development.
• Frame and describe the visitor experience value chain and a visitor experience survey conducted and the results evaluated.
• Conduct a resident profile survey to monitor attitude among the local population with regard to the impact of tourism initiatives on the community.
• Describe the requirements of a database as a basis for the establishment of a tourist destination management system (DMS).
• Discuss the value of stakeholder clusters and destination management organisational partnerships (DMOs) in building competitive advantage.
• Conduct an analysis of regional tourist destination development and management projects to identify specific tourist informational needs and generate marketing and branding strategies, including the use of a dedicated web portal and the social media.

Integrated Assessment

The treatise; in its design, preparation and presentation draws from all knowledge areas covered and therefore is used for Integrated Assessment. Also used are the case studies and practical projects.