Diploma: Tourism Management

Purpose

The purpose of the Diploma: Tourism Management is to equip learners with generic business management expertise and appropriate practical skills within the context of the tourism industry.

Qualifying learners will have a broad insight into tourism and a fundamental understanding of tourism management principles and theories. Those who achieve this qualification will be competent in consistently using a variety of technical, managerial and personal skills and strategies in the everyday running of a tourism enterprise. The successful learners will have developed a sound base for progression into management and industry leadership positions, and exploiting entrepreneurial opportunities.

Lastly, the qualification is designed to allow qualifying learners to enter the tourism industry in a variety of both private and public sector tourism organisations, including, among others, hospitality, transport and support services. Furthermore, those who achieve this qualification will be able to manage tourism businesses, apply specialised industry knowledge and demonstrate initiative and responsibility in a professional or academic tourism management context.

Rationale

Within the last decade, tourism has become one of the world's largest industries. Tourism is a major force in the economy of the world. It is an activity of global importance and significance. Tourism has demonstrated sustained growth globally and nationally, and is regarded as an agent of world peace, bringing benefits such as the intermingling of people and cultures. Tourism also provides economic benefits for a destination. These economic benefits focus around employment, national income, investment and regional development.

Tourism has entered a new millennium bringing new challenges and changes that need to be well managed within the South African tourism industry. Besides the economic value of tourism, social developments of host communities form a key priority of potential tourism destinations. Tourism can provide opportunities to improve quality of life, and in South Africa it has led to foreign investment, economic development and social upliftment.

The major challenge for South African tourism managers is achieving sustainable tourism development within the South African context. Tourism managers will have to seek ways and means of reducing tension and friction on the environment created by visitors thus ensuring the conservation of the South African tourism industry for long term viability. Responding to these challenges will bring the following distinct benefits:

• Long term economic growth is sustained as tourism resources are conserved.
• Improving living standards of the host community (residents).

The intention of the tourism management programme is to contribute to the full personal development of each learner as an individual, the learning area and society at large and to make the learner aware of the importance of the following:

• Participating as responsible citizens in the life of local, regional, national and global tourism communities.
• Recognising the relationship between tourism, social, economic, environmental and political contexts.
• Exploring education, training and career opportunities.
• Developing entrepreneurial skills and opportunities within the tourism industry.

Learners should have the following competences to ensure successful completion of this qualification

• Competence in reading and writing as required by first level tertiary education, as well as fundamental numerical skills, including basic arithmetic.
• Competence in gathering information and analysing it through consulting relevant sources.
• Be responsible and accountable for own learning in an open and distance learning.
• Competence in utilising electronic resources computers and the Internet.

Recognition of Prior Learning

• The qualification may be achieved wholly or in part through the Recognition of Prior Learning.
• Recognition of Prior Learning is applicable to those learners who do not meet the minimum criteria for admission based on individual merit as determined by the institution.

Access to the Qualification

• National Senior Certificate with an achievement rating of 3 or better (an E symbol on Matric Certificates), in four recognised National Senior Certificate 20 credits subjects containing either Afrikaans or English, as a recognised 20 credits subject for the National Senior Certificate.
• An achievement rating of 4 or better (a D symbol on Matric Certificates) for one of the languages as recognised 20 credits National Senior Certificate subject.
• An achievement rating of 3 or better (an E symbol on Matric Certificates) for Mathematics or an achievement rating of 5 or better for Mathematical Literacy as a recognised 20 credits National Senior Certificate subject.
• Learners with an equivalent qualification that meets the above listed criteria or with an appropriate Higher Certificate at NQF Level 5 may also be considered for admission to the Diploma: Tourism Management.

All 30 modules are compulsory and each has a credit value of 12.

Modules at NQF Level 5 totalling 108 Credits

• Business Management (Vocational).
• Financial Accounting I.
• Tourism Development lA.
• English.
• End-user Computing.
• Business Management I.
• Travel Operations.
• Tourism Destinations I.
• Introduction to Marketing.

Modules at NQF Level 6 totalling 156 Credits

• Tourism Development lB.
• Business Management IIB.
• Financial Accounting.
• Tourism Development llA.
• Hospitality Operations.
• Entrepreneurship I.
• Tourism Destination ll.
• Tourism Development llB.
• Cultural Tourism l.
• Entrepreneurship II.
• Marketing Management.
• Tourism Practical Work Context lllA.
• Tourism Practical Work Context lllB.

Modules at NQF Level 7 totalling 96 Credits

• Tourism Destinations lll.
• Tourism Devevelopment lllA.
• MICE Operations.
• Cultural Tourism ll.
• Entrepreneurship III.
• Tourism Development lllB.
• Entrepreneurship (Vocational).
• Marketing Planning.

Total: 360 credits.

1. Demonstrate operational knowledge and skills that are required in the various sectors of the travel operation industry.

• Range of knowledge includes but is not limited to: Air, rail and coach transportation, car hire, cruises, accommodation, food and beverage, foreign exchange and travel insurance.

1. Demonstrate understanding of tourism demand in a development context.
2. Demonstrate knowledge of sustainable tourism development and integrated environmental management.
3. Apply fundamental management procedures, operations and principles to ensure successful management within a business.

• Range of management procedures includes but is not limited to: Business management; general management; and entrepreneurship and small business management.

1. Review primary marketing principles and apply marketing strategies to individual tourism enterprises.

Critical Cross-Field Outcomes

• Identify and solve practical problems and make decisions based on their acquired knowledge and skills using critical and creative thinking.

> Learners will apply theoretical knowledge of the tourism industry in real-life work situations or in practical activities, scenarios and case studies.

• Work effectively with others as a member of a team, group, organisation or community.

> Learners can effectively and willingly accept work instructions relating to tourism, interpret these correctly and request assistance when required while working with others.

• Organise and manage activities responsibly and effectively.

> Learners can successfully organise and plan their tasks and activities, meet required deadlines, and operate within a business structure in the tourism industry.

• Collect, analyse, organise and critically evaluate information.

> Learners can summarise and manage information, apply their knowledge to their immediate environments, adhere to given instructions, and resolve specific situations by carrying out the task at hand.

• Communicate effectively using visual and language skills in the modes of oral and/or written presentations.

> Learners can communicate information and opinions related to the tourism industry.

• Use technology effectively and critically, and act responsibility towards the environment.

> Learners can use various electronic resources and mediums appropriate to the specific tourism sector they are involved in and will consider the impact of their actions on the environment.

• Demonstrate an understanding of the world as a set of related systems by recognising that problem-solving contexts do not exist in isolation.

> Learners reflect on the global nature of tourism and are aware that the tourism industry consists of a set of interrelated systems that influence each other.

Associated Assessment Criteria for Exit Level Outcome 1

- Fundamental knowledge of the following is demonstrated

> Main sectors of the travel industry, its interrelationships and travel-related associations.

> Sources of income and expenditure for a travel agency.

> Most important aspects of the Travel Information Manual (TIM).

> Foreign exchange and the relevant policies relating to foreign exchange.

> Various factors relating to travel insurance.

> Different aspects of tours (also known as packaged tours).

> Different aspects relating to accommodation in the travel industry.

> Different forms of transportation in the travel industry.

• An informed understanding of tourism resources, attractions and destination organisations is demonstrated.
• The environment in which hospitality organisations operate is contextualised by explaining and analysing the different sectors of the hospitality product.
• The principles and procedures of the front office and housekeeping functions within the accommodation sector of the hospitality industry are explained.
• The basic principles governing food and beverage management within the hospitality sector are described.
• A coherent and critical understanding of key meetings and events and use of industry terminology is demonstrated.

Associated Assessment Criteria for Exit Level Outcome 2

• The meaning of and approaches to tourism development are explained.
• Distinction between leisure, recreation and tourism is made.
• The functioning of tourism as a system is illustrated.
• Key terms used in the measurement of tourism are differentiated.
• Methods used to research and measure tourism are described.
• The historical development of tourism and patterns of tourism demand are explained.
• The functioning, determinants and motivation of tourism demand are related to the personal experiences of tourists as consumers.
• A fundamental knowledge of the impact which the development of tourism can have on a destination is demonstrated.
• Current and future issues that will influence the hospitality industry are identified and explained.

Associated Assessment Criteria for Exit Level Outcome 3

• The nature and scope of tourism planning which is aimed at integrated and sustainable development of tourism is understood.
• Insight into managing environmental and socio-economic impacts to achieve sustainable tourism is demonstrated.
• A coherent and critical understanding of sustainable tourism development and integrated environmental management is demonstrated.
• The key principles for achieving sustainable tourism are discussed.
• The principles for the implementation of sustainable tourism are applied.
• The relationships between tourism, the environment and the local community are explained.
• A responsible tourism approach to sustainable tourism development is outlined.

Associated Assessment Criteria for Exit Level Outcome 4

• Business management procedures, operations and principles are analysed and applied.
• The guidelines to becoming a successful entrepreneur are identified.
• The main sources of income and expenditure for a travel agency are identified.
• The ways in which the travel agency can maximise its profits is discussed.
• The various basic accounting terms, documents and procedures are explained.
• Fundamental accounting processes and principles used within the business environment are explained and basic financial calculations are performed.
• Key financial calculations and financial principles employed in business are applied.
• The differences in operational requirements between various travel businesses are compared and contrasted.
• The operational requirements for the proposed business are analysed.
• The various aspects relating to a business plan are described and applied to businesses within the travel sector of the tourism industry.
• The business plan for the proposed business is assembled in a coherent, logical and methodical manner.
• Possible management problems that could be encountered in the proposed travel business are reflected upon.

Associated Assessment Criteria for Exit Level Outcome 5

• The important role of a marketing plan within a tourism business is critically analysed.
• Key marketing strategies that can be utilised in the tourism industry are applied.
• Behaviour of consumers of products and services are evaluated and examined to improve service delivery.

Integrated Assessment

All assessment integrates knowledge, skills and attitudes and applied competence.

Learners are assessed in the following ways

Formative assessment

This comprises self-assessment tasks with feedback and assignments which learners have to submit to earn year marks. The process is continuous and focuses on smaller sections of work and a limited number of outcomes.

Summative assessment

Examinations test the learner's ability to manage and integrate a large body of knowledge to achieve the stated outcomes of a module.