Advanced Diploma in Tourism Management
Services - Hospitality, Tourism, Travel, Gaming and Leisure
Purpose and Rationale
Qualification Overview
Purpose
The purpose of this qualification is to promote the adoption and harmonisation of international and domestic recognised standards within the tourism industry. It aims to establish a strong industry stakeholder network through academic-industry partnerships.
Upon completion of this Advanced Diploma in Tourism Management, graduates will possess the skills to engage effectively with the industry, demonstrate social responsibility, make innovative decisions, think critically, and exhibit creativity. The program aims to enhance graduates' abilities to formulate and solve complex contextual and conceptual tourism-related problems while utilizing appropriate methods and techniques aligned with current practices and theories in tourism management.
This qualification aims to equip learners with the necessary technical, management, and personal skills needed for successful operation within the tourism enterprise. Graduates will have a solid foundation for progression into management and industry leadership roles, identifying and pursuing entrepreneurial opportunities, and demonstrating knowledge application in tourism industry practices.
Furthermore, students will develop into professional tourism management practitioners capable of performing proficiently in both public and private sector workplaces. The program emphasizes collecting, analyzing, organizing, and critically evaluating tourism information to address industry management needs, leadership skills, and the ability to adapt to changing environments and niche markets to develop innovative marketing and tourism management strategies.
The qualification also focuses on the South African tourism context, sustainable tourism management practices, and transferable knowledge applicable in international contexts. Learners will gain theoretical and practical knowledge to contribute to societal and environmental advancements through sustainable tourism practices, policy understanding, and strategic tourism development in collaboration with community and industry stakeholders.
Rationale
The tourism sector remains a significant driver of the global economy, with continuous growth opportunities when managed effectively. The South African government has identified tourism as a key pillar for employment creation and economic development, emphasizing the need for skilled professionals in areas such as Travel and Tourism Advisory, sustainable tourism development, and research management within the tourism industry.
This Advanced Diploma in Tourism Management addresses the local market demand for skilled and independent tourism practitioners capable of operating efficiently in a dynamic global sector. With the tourism industry projected to experience significant growth, particularly in South Africa, there is a need for competent graduates to support research, policy formulation, and industry operations.
Tourism's critical role in economic growth, job creation, and policy frameworks underscores the importance of this qualification. By addressing industry needs and aligning with government priorities, this program aims to support the development of tourism management professionals equipped to contribute to economic growth, job creation, poverty alleviation, and sustainable tourism practices.
The qualification aims to enhance learners' employability, enhance their contribution to the economy, and provide a platform for further career development within the tourism industry. By integrating theoretical knowledge with applied tourism management competencies and research skills, graduates will be prepared for various roles within the tourism sector, including opportunities for self-employment and entrepreneurial endeavors.
Through collaboration with industry stakeholders and alignment with industry requirements, this qualification ensures that graduates are well-equipped to meet the demands of the tourism industry and drive sustainable growth in the sector.
Outcomes
- Develop and present an accurate research report relevant to tourism management stakeholders.
- Understand the key forces impacting on the strategic management of a tourism and hospitality organisation.
- Apply the concepts of entrepreneurial and organisational management in a business environment and to make decisions and explore the strategic implications.
- Develop a strategic marketing plan for a tourism attraction/organisation by using appropriate research and marketing strategies.
- Understand the implications of key tourism management and development policies and important governance structures.
- Critically evaluate tourism development plans and implications with a sound understanding of the implications emanating from tourism development plans on stakeholders.
- Develop skills in resource management for tourism enterprises and the execution of management activities in a sustainable manner.
- Solve problems specific to management issues with critical awareness and social sensitivity.
- Develop management skills relevant to the tourism business environment.
Assessment Criteria
Associated Assessment Criteria for Exit Level Outcome 1
- Identify and describe a researchable problem or topic in the tourism management field.
- Demonstrate knowledge and understanding of research skills relevant to the tourism management field.
- Plan and conduct a literature review for a research problem or topic.
- Apply empirical research techniques.
- Analyse research data.
- Write a research report.
- Present the research report to relevant stakeholders.
Associated Assessment Criteria for Exit Level Outcomes 2
- Understand that management in an organisation is context and system bound.
- Recognise the importance and challenges of the internal and external environment on the business.
- Analyse the key forces impacting on the strategic management of a tourism and hospitality organisation.
- Identify, analyse and critically reflect on problems in an organisation.
- Apply a range of management methods to resolve problems.
Associated Assessment Criteria for Exit Level Outcomes 3
- Critically analyse, select and apply various terms, concepts, theoretical management frameworks and strategies in a tourism and hospitality organisation.
- Understand leadership theories and ethics and their impact on decision-making.
- Examine how organisational and human development impact on organisation success.
- Evaluate information and select strategic management options for a sustainable competitive advantage.
- Apply entrepreneurial management concepts.
- Implement human resource management within a tourism business considering legalities related to tourism.
Associated Assessment Criteria for Exit Level Outcomes 4
- Conduct tourism marketing research using appropriate research techniques and instruments.
- Develop a marketing mix for a tourist attraction/organisation.
- Establish appropriate marketing strategies.
- Compile an operational marketing budget.
- Formulate a strategic marketing plan for a tourism attraction/organisation.
- Conduct research into market trends and climates.
- Critically evaluate marketing strategies of existing tourism attraction/organisation.
- Critically evaluate destination marketing strategy effectiveness in various local tourism settings.
Associated Assessment Criteria for Exit Level Outcomes 5
- Demonstrate comprehensive understanding of strategic tourism development planning.
- Display understanding of how institutional elements are important in tourism development.
Associated Assessment Criteria for Exit Level Outcomes 6
- Critically evaluate approaches in tourism development plan implementation.
- Examine the relationship between planning, policies and processes in tourism development.
- Exhibit understanding of sustainability principles in managing and developing tourism.
Associated Assessment Criteria for Exit Level Outcomes 7
- Use disciplinary and interdisciplinary-based information to make informed strategic management decisions for sustainable tourism business practice.
- Assume a personal management role in relevant tourism and business environments.
- Make effective decisions regarding financial, human, and other resource management systems.
Associated Assessment Criteria for Exit Level Outcomes 8
- Develop business and entrepreneurship solutions in different tourism sectors.
- Formulate solutions to tourism-related problems.
- Reflect on environmental impacts and develop environmental awareness and responsibility in tourism.
- Understand cultural and aesthetical sensitivity in professional tourism contexts.
Associated Assessment Criteria for Exit Level Outcomes 9
- Demonstrate fundamental and systematic knowledge of tourism management.
- Customise international best practice tourism business, commerce, and management practices to meet industry requirements in the Western Cape and South Africa.
Integrated Assessment
- Theoretical and practical components will be assessed using formative and summative assessment methods.
- Learners will be assessed and credited for evidence of learning acquired through formal, informal, and non-formal learning experiences.
- Formative assessments include assignments, feedback, and continuous assessment.
- Summative assessments include examinations, projects, and portfolios.
- Assignments are merged to integrate subject assessments into one project where possible.
Qualification Details
- Type
- Advanced Diploma
- NQF Level
- 07
- Min. Credits
- 120
- SAQA Source
- More Information
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