Advanced Diploma in Tourism Management
Services - Hospitality, Tourism, Travel, Gaming and Leisure
Purpose and Rationale
Purpose and Rationale of the Qualification
Purpose:
- The National Development Plan 2030 identifies the tourism industry as a key sector with significant growth and job creation potential in South Africa.
- The qualification aims to address the global skills shortage in the tourism industry, promoting employment opportunities for qualified learners.
- It prepares learners for jobs in government, private sectors, and entrepreneurship opportunities.
- Learners are encouraged to become tourism entrepreneurs, contributing positively to the economy.
- The qualification supports the Department of Tourism's focus on establishing tourism entrepreneurial ventures.
- It is suitable for learners seeking specialized knowledge in tourism and a better understanding of the industry.
- The qualification aims to develop higher-order thinking skills through strategic managerial skills, focusing on complex tourism-related issues.
- South Africa's strategic location in major tourist sites requires effective strategic management for sustainable growth.
- Learners will gain strategic management skills to support continued growth in the tourism industry.
- Upon completion, learners will have the ability to identify and solve tourism-related problems, apply professional standards and ethical principles, design strategic and marketing plans, and conduct research in the tourism industry.
Rationale:
- South African President's Address (2019) highlighted the need to double the number of tourism employees by 2030, requiring additional managerial capacity.
- The qualification integrates key modules such as Niche Tourism, Tourism Development, and Research Methodology to address specific tourism needs.
- It equips learners with strategic management skills to facilitate the growth of tourism within South Africa.
- The UNWTO recognizes the tourism industry as a global sector with growth opportunities when effectively managed.
- The South African government's New Growth Path earmarks the tourism sector for employment creation and economic development.
- The qualification aligns with the National Skills Development Plan of South Africa to promote tourism expansion.
- It provides practical value to the tourism industry, enhancing its growth.
- The qualification prepares learners for postgraduate studies and advancing their career path within the tourism field.
- Learners can pursue further studies such as Masters in Tourism Management and eventually a Doctorate.
- Graduates will be critical thinkers, understand complex issues in tourism, develop research proposals, and contribute to professionalism in the industry.
Outcomes
- Apply integrated strategic managerial skills to demonstrate a sound understanding of complex tourism-related issues such as sustainability, development and marketing through the application of research-informed information.
- Demonstrate the ability to identify, analyse, evaluate, critically reflect on and address tourism complex problems, applying evidence-based solutions and theory-driven arguments.
- Evaluate and apply advanced knowledge and understanding of tourism management principles and practices in individual and group tourism projects.
- Demonstrate the ability to make decisions and act ethically and professionally, and the ability to justify those decisions and actions drawing on appropriate ethical values and approaches within a supported environment.
- Demonstrate integrated knowledge of the central areas of one or more tourism practices, including an understanding of and the ability to apply and evaluate the key terms, concepts, facts, principles, rules and theories of that field, discipline or practice.
- Demonstrate a sound knowledge of research methodologies and identify research problems in the tourism industry.
Assessment Criteria
Associated Assessment Criteria for Exit Level Outcome 1:
- Critically assess complex tourism-related issues such as sustainability, development, planning, marketing, control, evaluation, and the industry life-cycle through utilizing research-informed local, national, and global tourism industry information.
- Implement sustainability, development, and marketing through research application.
Associated Assessment Criteria for Exit Level Outcome 2:
- Identify, analyse, and solve specific tourism-related problems such as sustainability, development, socio-cultural aspects, and marketing at an advanced level.
- Apply enhanced strategic management skills and research methodologies.
Associated Assessment Criteria for Exit Level Outcome 3:
- Integrate and implement knowledge and understanding of tourism management principles and practices to projects.
- Align and apply the tourism principles to the strategic management of individual and group tourism-related projects.
Associated Assessment Criteria for Exit Level Outcome 4:
- Comprehend and apply managerial ethical principles and professional ethics.
- Describe the nature and complexity of ethical dilemmas in the tourism industry.
- Describe the ethical implications of decisions made.
Associated Assessment Criteria for Exit Level Outcome 5:
- Conceptualise and design a strategic and marketing plan, including branding.
- Develop a niche tourism product or service within the South African tourism context.
Associated Assessment Criteria for Exit Level Outcome 6:
- Identify and apply appropriate research methodologies to solve problems and to communicate research industry results effectively to the tourism industry.
- Identify a topic related to the field of tourism and address issues and propose solutions to the issues.
Qualification Details
- Type
- Advanced Diploma
- NQF Level
- 07
- Min. Credits
- 120
- SAQA Source
- More Information
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