Destination Management

Year of study



Term 1 & 2;

Inholland Faculty

 Creative Business

Course Title

Destination Management 1 and Destination Management 2

Course code

to be announced

Inholland location



first cycle

Number of ECTS


Language of instruction


Course content

How can a destination manage its resources and stakeholders to become more competitive in the long term? Which are the hottest destinations and how can a destination attract more tourists in a sustainable way? How does a tourism destination deal with too many or too few tourists while keeping its stakeholders happy? And what happens when disaster strikes?

Destinations are the most tangible element of the tourism product. Understanding how they function, helping them plan for the future and solving the complex challenges in this competitive field are key skills of the tourist manager of the future.


DM Part 1 (DM1): You will explore how Destination Management Organisations (DMOs) develop a series of activities and you will do this for your destination in collaboration with an external client. Based on current Destination Management theories and literature, your project group will analyse a destination, conduct a competitor analysis, and create a set of events and activities to attract visitors to the destination. Lectures focus on Destination Management, Marketing, Research and the use of the latest Technology trends to communicate the destination to the visitors. The assessment has three parts: a group project, an individual case exam and an individual knowledge test. Theory is presented in class and supported with a series of online web lectures and relevant contemporary academic literature.

DM Part 2 (DM2): You will conduct research at a (national/international) destination and develop a five year strategic plan. Sustainable long term growth must be balanced with relevant financial interests being met from various stakeholders, and marketing issues. Lectures focus on Planning, Destination Brand and Image, Sustainable Tourism, Urban Tourism, Stakeholders and Niche Tourism. There are specialized workshops on research to support your (international) research trip. Your assessment is in three forms: firstly a group project, secondly an individual case exam and thirdly, an individual assignment in which you will create a tourism brand for a small scale destination of your choice.


Part 1: Conduct an analysis of a destination, based on a competitor analysis, propose a set of activities and compile them into an overview to attract a specific target groups to the destination.

Part 2: conduct research at a (national/international) destination to create a relevant strategic plan to enhance and strengthen tourism at the destination and developing tourism in a positive way for the long term. You will visit the destination to conduct field research, to observe and collect primary data from relevant tourism stakeholders and visitors.

Additional information

Commissioning clients are local or national tourism organisations such as Amsterdam Marketing, The Polish Tourism Board, The Belgium Tourism Board or regional or international destination management organisations.

As a third year tourism student, you are given full responsibility to plan and arrange your research trip with your project group. In recent years, Destination Management Students have travelled on research trips to: Birmingham, Bordeaux, Cologne, Dusseldorf, Edinburgh, Gdansk, Hainault, Hamburg, Krakow, Liverpool, Liege, Lille, Naples, Porto, Setubal, Tallinn, Turin, Wroclaw, and many more.

Be prepared to take initiative in planning and arranging your international research trip while you learn about the challenges facing tourism destinations. You will need to be financially accountable for planning and executing the research trip.

The course is in English and all course material, content and exams are in English. During DM1, you are usually allocated to a project group in order to meet new students. In DM2, you will have some input in proposing who is in your research group with you.

Research Trips

In DM1 there is a 3-5 day research trip to visit a Destination (approximately € 200-400). This is a required part of the course and attendance


Zac Woolfitt ( Tourism and Recreation Management, Amsterdam/Diemen +31 (0) 610 441 829

Learning outcomes

  • Apply academic tourism models, theories (tourism, urban, cultural) to evaluate the competitiveness and sustainability of a tourism destination.
  • Formulate appropriate research questions that will lead to insight into the relevant issues of their destination.
  • Create a 1 minute video pitch of appropriate quality to present key research finding to the client.
  • Create an original and appropriate set of activities/event calendar based on stakeholder needs (variety of locations/venues/ targeting potential target groups, planned across the year). Design, plan and budget a proposed event calendar for a destination to increase to enhance competitiveness of a destination.
  • Define and explain specific types of tourism (including Urban, UNESCO, Cultural, Dark and Eco) and apply them to a destination
  • Conduct an analysis of incoming tourism and tourism types to a destination
  • Describe the current and historical activities, roles and functions of a Destination Management Organisation (DMO or equivalent) of a destination
  • Explain how technology can impact a destination and Destination Management Organisations, to formulate advice based on best practices
  • Function and interact successfully and professionally as part of a multicultural and diverse project group to complete the project on time
  • Describe and outline a disaster management plan for a destination.
  • Use the concepts of Authenticity for tourism, and apply these to develop tourism activities at a destination.
  • Conduct an internal and external analysis of a destination, integrate a confrontation matrix leading to a specific strategy outlined in SMART formulated goals.
  • Identify, categorise and evaluate stakeholders at a destination.
  • Create a digital mood board to for a destination targeted to a specific product/target group.
  • Outline how different (mobile) technologies can enhance the visitor experience at a destination
  • Collect and compile data on the current state of tourism at a destination (including trends) to determine impacts of tourism at that destination.
  • Design an appropriate approach to visitor management at a destination.
  • Research and define different types of tourism products at a destination
  • Research and explain existing tourism policy documents for a destination.
  • Analyse, compare and evaluate current destination brands.
  • Describe the ‘character’ of a destination based on relevant tourism frameworks.
  • Consult and discuss branding concept ideas with the destination stakeholders.
  • Design a suitable logo, brand and slogan for a destination.
  • Present a branding strategy in a professional and finished format.

Mode of delivery, planned activities and teaching methods

Lectures, workshops, tutorials, study trips, on-line supporting web lectures, interactive classroom sessions.

Prerequisites and co-requisites (if applicable)

Year 3 English level, knowledge of tourism.

Recommended or required reading and/or other learning resources/tools


  • Inholland Desk Research Handbook 2017-2018
  • Joosten, M. & Bras, K. (2009). 2008-2009 Writing guide for graduation reports. Diemen: Inholland
  • Ritchie, J. R. B. & Crouch, G. I. (2003). The competitive destination: a sustainable tourism perspective. Wallingford, UK: CABI Publishing. (Later versions of this book also o.k.)
  • Saunders, M., Lewis, P. & Thornhill, A. (2017) Methods and techniques of research. Oxford: Pearson

Assessment methods and criteria


  1. Group research project report and final presentation (5 EC)
  2. Individaual Case Exam, open book, written exam, relating tourism theories and models to a tourism destination case (5 EC)
  3. Individual knowledge text, multiple choice 70-100 questions, testing knowledge of toursim models and destination theory.(5EC)


  1. Group research project report and final research defence(5 EC)
  2. Individaual Case Exam, open book, written exam, relating tourism theories and models to a tourism destination case (5 EC)
  3. Individual assignment, branding a small scale destination, 20 page report based on primary research data collected by student from the research destination (5 EC).