Diploma in Tourism Management

Purpose

The Diploma: Tourism Management is a qualification in its own right and can be classified as a career-orientated or vocational qualification. The qualification is in line with the requirements for registration of qualifications on the NQF, classified under the broad field of Business, Economics and Management Studies.

The programme has been designed to equip candidates with focused knowledge which includes the ability to apply knowledge within the workplace context, such as tourism marketing and visitor attraction management. The syllabus provides for a depth and specialisation of knowledge which prepares candidates for entry into the tourism service industry, e.g. by incorporating studies in tourism development, finance and funding, and tourism management practice.

The ideal candidate is a student with a National Senior Certificate qualification, or equivalent who wishes to acquire a formal qualification to enter the tourism and travel management industry. Once qualified the graduate may choose between a range of career options. This qualification enables candidates to find employment as tour operators, travel agents, tour guides, guest house/hotel managers, tourism event organisers, either within a relevant organisation or company, or through his/her own business enterprise.

The duration of the programme is three years of full-time study. The programme has clearly stipulated admission requirements, entry and exit points as well as standards of competence specified by performance-based learning outcomes and associated assessment criteria. The content is structured around core and elective modules, each with a specified credit value at the basic, intermediate and first advanced level respectively.

Rationale

This programme addresses the human resource development needs of the country. There is a growing need for graduates with a qualification in tourism and travel management. The local tourism and hospitality industry is one of the fastest growing industries and major contributors to the economic activities of South Africa. For the African continent as a whole there was a growth of 5% in number of international tourists during 2009, despite the current global economic recession.

South Africa is known for its vibrant tourism industry, attracting clients from across the globe, motivated by a diversity of tourist attractions, including many cultural and historical places such as Robin Island, scenic holiday resorts, unique African wildlife and popular national and private game parks.

At the global Tourism Indaba at Sandton in 2010, the State President declared the Government's desire for growth in the local tourism market. Expansion in tourism is likely to create a significant volume of new employment opportunities and at the same time ensure infrastructure development. According to experts every single international tourist creates about 7-8 new job opportunities.

There is a need for wider access to tourism management studies amongst students who do not meet the admission requirement for studies at a university. This programme enables such candidates to obtain a higher education qualification of high standard. Equity will be achieved by giving students from historically disadvantaged communities' wider access to these learning opportunities, and thus addressing imbalances of the past.

More specifically, this qualification is offered to candidates who

• Wish to be equipped with specialised knowledge and skills as well as practical hands-on experience to pursue a career as tourism and travel manager.
• Seek a learning programme that is tailor-made for the needs of the range of companies and organisations involved in tourism services, either as the major role-player or in a supporting capacity.
• Wish to combine a wide variety of skills in this particular field of work.
• Were previously disadvantaged in some or other way, including being denied access to formal education and training.
• Have worked as tourism and travel managers for many years but have no formal qualification which limits job promotion and security of income.
• Wish to get recognition for relevant prior learning and achieve a formal qualification that makes it easier to move up the value chain.
• Have recently left school after acquiring a National Senior Certificate or equivalent qualification.
• Do not meet entry qualifications into other higher education institutions (universities), but still have the need to obtain a formal qualification aligned with the NQF.
• Wish to obtain an advanced qualification in this particular field that will enable them to continue with a further related qualification at a higher level.

It is assumed that learners are competent in

• Communication at NQF Level 4.
• Computer Literacy at NQF Level 3.

Recognition of Prior Learning

The programme allows for open access; therefore provision should be made for prior learning to be recognised so that candidates have the opportunity to gain access to the programme, obtain the qualification in part through the Recognition of Prior Learning process, or obtain advanced placement in the prescribed learning programme. Recognition of Prior Learning candidates must demonstrate competence in respect of certain specified knowledge, skills and/or attitudes pertaining to this programme.

Through Recognition of Prior Learning, such candidates also have the opportunity to enter into more advanced programmes sooner and further their studies to acquire additional qualifications compared to the state of affairs at the point of applying for Recognition of Prior Learning.

The specific form of assessment to determine the extent of Recognition of Prior Learning will depend on evidence produced by each individual applicant. In case of the applicant not being able to produce a certificate of credits gained, the assessment will at least involve the presentation of a portfolio of practical work as demonstration of applied knowledge and skills. Part of the requirements in case of application for Recognition of Prior Learning is that the candidate must fill out a questionnaire accompanied by a portfolio of evidence of prior learning. All necessary particulars are indicated in the Recognition of Prior Learning Guide issued to applicants.

Access to the Qualification

The qualification is for all applicants who meet the stated entry requirements and who have been employed or involved in or would like to enter the field or tourism and travel management. There are no restrictions based on language preference, culture, race, gender, or religious orientation. The minimum entry qualification is a National Senior Certificate (NSC), National Certificate (Vocational), or equivalent.

In order to be credited with this qualification, candidates are required to meet the following condition

• Credits at NQF Level 5: 120 Credits.
• Credits at NQF Level 6: 175 Credits.
• Credits at NQF Level 7: 80 Credits.

Total Credits: 375 Credits.

Modules

NQF Level 5

• Tourism Context 112, 20 credits.
• Tourism Development 112, 15 credits.
• Tourism Management Practice 122, 15 credits.
• Tourism Marketing 122,15 credits.
• Finance and Funding 122, 15 credits.
• Visitor Attraction Management 122, 20 credits.
• Management Perspectives 112, 20 credits.

NQF Level 6

• Tourism Development 212, 15 credits.
• Tourism Management Practice 222, 15 credits.
• Tourism Marketing 221, 10 credits.
• Finance and Funding 221, 10 credits.
• Visitor Attraction Management 222, 15 credits.
• Management Perspectives 212, 20 credits.
• Industry Experience 223, 40 credits.
• Tourism Development 312, 15 credits.
• Tourism Management Practice 322, 15credits.
• Research 322, 20 credits.

NQF Level 7

• Industry Experience 323, 80 credits.

1. Conceptualise the scope, features and work environment related to tourism management.
2. Plan and implement tourism marketing, public relations and promotions activities.
3. Apply quality professional service in travel and tourism management.

Associated Assessment Criteria for Exit Level Outcome 1

• Explain contemporary issues and describe the key role players and their respective responsibilities in the tourism environment.
• Describe the travel and tourism development trends and issues, including tourism development planning, the development manager and tourism entrepreneurs.
• Explain the principles, scope and possibilities of entrepreneurship, including the development of business ventures and draw up a business plan to exploit potential business opportunities.
• Generate plans aimed at exploring and developing new areas of tourism business using strategic thinking and entrepreneurial knowledge.

Associated Assessment Criteria for Exit Level Outcome 2

• Explain the use of variety of support and allied services as an integral part of tourism management.
• Execute basic finance and funding tasks applicable to tourism management.
• Explain the purpose, requirements and procedures related to management and leadership as applied to travel and tourism management.
• Discuss the challenges and processes associated with the tourism workplace and include effective means of addressing a variety of common challenges in industry.
• Explain the role of research and its application in the travel and tourism industry.
• Conduct a research project relevant to the developing tourism industry.

Associated Assessment Criteria for Exit Level Outcome 3

• Explain the essential principles, concepts and processes associated with professional and effective tourism management.

> Range: Tourism public relations and promotion, marketing in tourism, tourism destinations, hospitality management, finance and funding, as well as law and ethics applicable to travel and tourism.

• Apply the principles, strategies and procedures of travel and tourism management to areas such as visitor attraction management, hospitality management and travel and tourism marketing.
• Apply management skills in the hospitality workplace environment including visitor attractions.
• Behave in a professional manner that displays a code of ethical conduct when dealing with customers and colleagues.
• Describe and comply with relevant current laws regulating the travel and tourism industry.
• Display sensitivity to the expectations and requirements of different stakeholders, including all tourists, in the tourism industry.

Integrated Assessment

• Assessment is conducted throughout the duration of the programme as a mechanism to monitor learning progress, identify weak points or limitations and give guidance to individual students towards further learning and professional development (formative assessment). Summative assessment emphasises measuring the ability of the learner to integrate knowledge and skills from different related modules (using cognitive skills of application, analysis and synthesis) and is carried out at the end of each phase of learning.
• Since the execution of job-related tasks require the integration of theory with the application of knowledge and skills, assessment practice will, as far as possible, be conducted along the same line. This means that assessment tools will be suitable to assess mastery of knowledge as well as skills together.