Destination Management: Case Study
Assignment Background
A consortium of DMO’s in the region, including Cotswold Tourism, Marketing Gloucester, Forest of Dean and Wye Valley Tourism and Marketing Cheltenham have been awarded £250,000 of funding, from the Discover England Growth Fund, to develop tourism in the region with a number of projects. “Discover the Cotswolds” has proposed a range of initiatives:
- Attracting overseas visitors from key markets
- Creating authentic, experience based tours across the whole region, based around 12 core themes
- Encouraging the different DMOs to work together more closely
- Addressing issues of overtourism in particular sensitive areas and at peak times
- Support smaller local businesses to maximise their opportunities from tourism in the region
Assignment task
- Examine one challenge facing Cheltenham in respect to addressing ONE of the initiatives
- Propose ONE action that Marketing Cheltenham could implement to address the challenge in (a)
Marking Criteria:
For guidance on this assignment, please use the following report template:
- Introduction: An introduction to the Discover Cotswolds Initiative (150 words, 10%)
- Challenge: An outline of the challenge facing the Cotswolds Region related to your chosen topic (350 words, 20%)
- Action: Critically discuss your proposal stressing the involvement of Cheltenham in any initiative (800, words, 30%)
- Conclusions: Give conclusions, highlight any resource implications (200 words, 20%)
Structure and clarity of your written communication (10%)
- This should be written, taking into account the work of Marketing Cheltenham, tourism in Cheltenham and how you can achieve the maximum benefit for the town