ATD4070

International tourism marketing

Jeff Jarvis

8 points
* One 3-hour seminar per week
* Second semester
* Clayton
* Prerequisites: Students must have successfully completed ATD4010, or undertake both subjects in the one semester.

Objectives Students will be introduced to the basic dimensions of the tourism industry and gain an understanding of both the positive and negative impacts of tourism on a global scale. This subject will enable students to identify and understand the forces that are driving the world tourism industry; identify the key concepts associated with international market analysis; gain an understanding of the current issues in the key international source markets for Australia; gain an understanding of the basic techniques of international marketing; and to profile and interpret the key issues facing Australia in the key international tourism markets.

Synopsis With an estimated international inbound market size of 6.8 million by the year 2000, a knowledge of Australia's marketing strategies to our major markets (Japan, Europe, UK and Ireland, North America, New Zealand and Asia) is essential for employees in the tourism industry. This subject provides an overview of international tourism from a cost/benefit approach, outlines the principles of international marketing and reviews Australia's international marketing approaches.

Assessment Major assignment (4000 words): 45%
* Class participation: 15%
* Examination (2 hours): 40%

Preliminary reading

Czinkota M and Ronkainen I International marketing 2nd edn, Dryden, 1990