Tourism Or Hospitality Enterprise - Assessment Answer

Assessment 1 - Discussion paper 20% Due Week 5: Monday August 5 by 5pm Your task: a) Select an advertisement from a magazine or newspaper that is promoting a tourism or hospitality enterprise, such as a hotel, a restaurant, a transport company, airline, an event or a club or or a tourism destination region, such as a town or city – depending on what is relevant to the degree you are doing. Make sure that the advertisement you choose has sufficient information in it to complete this assessment task. b) Gather relevant statistics such as length of stay, expenditure and market segments concerning the region in which this business is located and/or target market for the type of enterprise chosen. You can access this information from a number of sources, for example the Australian Bureau of Statistics and Tourism Research Australia, both of which can be accessed from libraries; state and regional tourism organisations (e.g. Tourism New South Wales, Tourism Queensland); local Councils and visitor information centres; corporate websites; or independent academic and popular media. c) Using the relevant statistics describe the type of visitors who come to the region in which your selected advertised business is located; or the main target market that uses the services provided by your chosen enterprise. d) Based on the aforementioned promotion and advertising, write a 900 word discussion paper that critically evaluates for that region/enterprise. (You should cite at least 3 marketing theories from lecture 2 and 3 that help you to analyse the effectiveness of the advertisement (e.g. the AIDA framework, colour theory, advertising appeal, message execution styles etc.) e) You must cite at least 3 academic references f) A copy of the print advertisement that you choose to evaluate should be included as an appendix in your assignment and the source provided. g) Your discussion paper should be in Times New Roman font size 12, with 1.5 spacing and 3 cm left and right margins. Pages should be numbered and your name and student number should appear in the header or footer of each page. Submit the assessment online via Turnitin in the Assignment submission link in MySCU. Marking criteria: Clear understanding of the market segments and visitor/customer characteristics, supported by statistics. Ability to analyse and evaluate how well the advertisement targets a market for that region/enterprise. Relevance of marketing theory/literature chosen to analyse the advertisement (cite at least 3 marketing concepts/theories to evaluate the ad) and at least 3 academic references. Correct use of Harvard 2003 (author–date) referencing system for both in-text referencing and in the reference list. Coherence in presentation of your paper/ adherence to the 900 word limit. Demonstration of understanding the subject matter.