Diploma in Tourism Management

Purpose

The purpose of this Diploma in Tourism Management is to equip learners with the relevant theoretical and industry knowledge and competencies that will enable learners to successfully and responsibly manage a team or department within a tourism organisation and/or establish a tourism venture.

This qualification provides learners with focused knowledge of the fundamental elements of the discipline of tourism management, enabling learners to practically apply this knowledge in a way that integrates these elements, ensuring that the vocational skills and competencies needed within the South African tourism industry are met. Qualifying learners are equipped with the skills to function in tourism-related areas such as tourism management, tourism marketing and tourism development.

In keeping with the purpose of a Diploma, a range of vocational and industry-specific aspects are included in the various modules offered in this qualification. This will allow learners to pursue further specialisation within areas of tourism management. Career opportunities for learners of this diploma exist as Assistant Tourism Manager, Assistant Tourism Marketer, Tourism Development Consultant, Tourism Destinations Administrator, Tourism Product Development Manager and Tourism Information Centre Manager.

Rationale

The tourism industry has shown significant growth over the past few years despite the economic turmoil which both global and international countries faced (STATSSA, 2018). The tourism industry contributed 2,8% (or R130 billion) to South Africa's gross domestic product (GDP) in 2017, making it larger than the agriculture, forestry and fishing industry (STATSSA, 2018), and, therefore, supports the focus of growing and expanding the knowledge and skillset of tourism professionals within the country.

Tourism has been a key enabler in the upliftment of individuals' social and economic positions in South Africa. The tourism industry in South Africa, through the support of the Department of Tourism and the implementation of the Tourism Act of 2014, focuses on three key aspects. Firstly, the promotion of growth and development of the tourism industry through the offering of quality tangible and intangible products. Secondly, selling South Africa as a preferred destination of travel both internationally and nationally through the various spheres of government and relevant agencies. Lastly, promoting the practice of responsible tourism that benefits both South Africans and tourists to South Africa (DoT, 2019).

Tourism in South Africa is the 3rd largest contributor to the country's Gross Economic Product and outperforms various other industries when it comes to job creation. According to the World Travel and Tourism Council (WTTC, 2019) and Tourism Business Council of South Africa (TBCSA, 2018) one in every 10 jobs globally is created by the tourism industry and it is, therefore, a key player in the economy of various countries. Tourism also builds and supports the growth of Small Micro and Medium Enterprises (SMMEs) due to the nature of the industry and the relative ease of start-up. Through the offering of this Diploma in Tourism Management at The Independent Institute of Education (The IIE), the institution will contribute to the government's strategy of growing tourism and the SMME sector within tourism to create more jobs.

This qualification supports the Department of Tourism's focus on encouraging South Africans to contribute positively towards the economy by establishing tourism entrepreneurial ventures.

Recognition of Prior Learning (RPL)

The institution will implement RPL for access, which provides an alternative access route into a qualification of learning, and RPL for credit, which provides for the awarding of credits for, or towards a qualification or part qualification registered on the NQF to recognise and assess prior knowledge and skills gained through informal, non-formal or experiential learning.

The RPL applications are evaluated against the entry requirements to a qualification. The prior learning assessment seeks only to establish if the candidate has, through a process other than the "ordinary formal certificated educational route" acquired the knowledge, competence and skills that would normally be expected for those being granted admission. Content knowledge is often not the primary consideration if it is something that can be readily acquired and will not inhibit progression, therefore, a Portfolio of Evidence (PoE) is presented.

Entry Requirements

The minimum entry requirement for this qualification is

• National Senior Certificate, NQF Level 4 granting access to Diploma studies.

Or

• National Certificate (Vocational), NQF Level 4 granting access to Diploma studies.

Or

• Senior Certificate, NQF Level 4.

This qualification consists of the following compulsory modules at NQF Level 5, 6 and 7 totalling 360 totalling Credits.

Compulsory Modules, Level 5, 150 Credits

• Tourism Management 1A, 15 Credits.
• Tourism Marketing 1A, 15 Credits.
• Introduction to Quantitative Thinking and Techniques, 15 Credits.
• Digital and Academic Literacies, 15 Credits.
• Tourism Management 1B, 15 Credits.
• Tourism Marketing 1B, 15 Credits.
• Tourism Development 1, 15 Credits.
• Events Management, 15 Credits.
• Financial Management for Non-Financial Managers 1, 15 Credits.
• Work-Integrated Learning 1, 15 Credits.

Elective Modules, Level 5, 15 Credits (Select one indigenous language module)

• Communicative Language (Indigenous Languages), 15 Credits.

Compulsory Modules, Level 6, 165 Credits

• Tourism Management 2A, 15 Credits.
• Tourism Development 2A, 15 Credits.
• Tourism Marketing 2A, 15 Credits.
• Tourism Management 2B - Tourism Entrepreneurship, 15 Credits.
• Tourism Marketing 2B, 15 Credits.
• Sustainable Tourism Development, 15 Credits.
• Strategic Tourism Marketing 3A, 15 Credits.
• Tourism Legislation, 15 Credits.
• Niche Tourism, 15 Credits.
• Strategic Tourism Marketing 3B, 15 Credits.
• Work-Integrated Learning 2, 15 Credits.

Compulsory Modules, Level 7, 30 Credits

• Tourism Management 3A - Strategic Tourism Management, 15 Credits.
• Tourism Management 3B - Strategic Tourism Management, 15 Credits.

1. Demonstrate knowledge and understanding of contemporary and strategic tourism management concepts, principles and practices needed to manage a tourism organisation effectively.
2. Evaluate the current tourism industry to identify business opportunities for the development of sustainable, responsible and compliant tourism businesses within the Southern African tourism industry.
3. Analyse the market trends within the tourism industry of Southern Africa and design contemporary tourist-focused marketing strategies to increase tourist numbers to an identified tourism destination.
4. Source, select, analyse and evaluate appropriate and relevant information for a specific task, and effectively communicate and disseminate this information verbally and non-verbally to achieve the required outcome.

Associated Assessment Criteria for Exit Level Outcome 1

• Establish the effectiveness of the managerial activities within an established tourism-related business.
• Analyse the challenges and opportunities faced by contemporary tourism businesses in current economic conditions to address quality service delivery within the tourism sector.
• Design and implement strategies for a contemporary tourism business that will support business growth, create job opportunities, and provide clear direction for the business.
• Demonstrate knowledge and understanding of basic accounting concepts, the interpretation of financial statements, budgets and pricing strategies to manage the tourism business sustainably and profitably.

Associated Assessment Criteria for Exit Level Outcome 2

• Demonstrate knowledge and understanding of the important factors related to tourism development within the various niche tourism markets.
• Demonstrate knowledge and understanding of ethical behaviour within the tourism business environment.
• Comment on the level at which tourism businesses apply responsible and sustainable tourism practices.
• Show an appropriate appreciation for the importance of tourism legislation and regulatory requirements for tourism businesses.
• Develop guidelines to address sustainable and responsible tourism practices in sensitive ecological or social tourism destinations.
• Demonstrate knowledge and understanding of the various niche tourism sectors in which business opportunities can be explored to create work opportunities for local communities.
• Develop a tourism business plan for local tourism business.

Associated Assessment Criteria for Exit Level Outcome 3

• Demonstrate an understanding of the principles and practices of the tourism marketing mix.
• Utilise the marketing segmentation strategies to analyse tourist trends.
• Develop and implement contemporary tourism marketing strategies that will increase tourist numbers to a specific tourism destination.
• Utilise and interpret information from tourism platforms to assess tourists' expectations and experiences from a marketing perspective.

Associated Assessment Criteria for Exit Level Outcome 4

• Demonstrate the ability to use technology to source appropriate and relevant tourism management information and present it in an appropriate and acceptable format.
• Effectively communicate orally and in writing with different stakeholders in the tourism industry.
• Apply the principles of effective communication within a tourism organisation.
• Demonstrate the ability to communicate at a basic conversational level with local South African tourists in a selected language (other than English).

Integrated Assessment

Formative Assessment

Learning and assessment are integrated. Continual formative assessment is required so that learners are given feedback on their progress in the achievement of learning outcomes. The scheme of work includes assignments, real-world briefs, tests and an integrated qualification portfolio based on the learning material and learners are given feedback. The process is continuous and focuses on smaller sections of the work and limited numbers of outcomes.

Summative Assessment

Summative assessment is concerned with the judgement of the learning concerning the Exit Level Outcomes of the qualification. Such judgement must include integrated assessments that test the learner's ability to integrate the larger body of knowledge, skills and attitudes that are represented by the Exit Level Outcomes as a whole. Examinations, projects, reports or equivalent assessments, such as a portfolio of evidence, assess a representative selection of the outcomes practiced and assessed. The summative assessment also tests the learner's ability to manage and integrate a large body of knowledge to achieve the stated outcomes of a module.

Integrated assessments will be designed to achieve

• Integration of the achievement of exit level outcomes in a way that demonstrates that the purpose of the qualification has been achieved.
• The evaluation of learner performance can provide evidence of applied competence.
• Criterion-referenced assessment, which is clearly explained to, and understood by, the learners and which can be applied in the Recognition of Prior Learning.