HOS804 Visitor Behaviour And Management

Subject Title

Visitor Behaviour and Management

Subject Code


Lecturer / Tutor



July 2020 Semester

Assessment Title

Assessment 3 – Destination Assessment Report

Learning Outcome/s

1, 2, 4 & 5

Assessment type (group or individual)




Word count

3000 words excluding executive summary, references and appendices

Due date


Submission type 


Format / Layout of Assessment 


ICMS Cover Page    

Table of Contents

Synopsis / Executive Summary




Proposed Attraction/Event


Reference List












Assessment instructions


The Gippsland region in South-East Victoria has long been a popular summer escape for the people of Melbourne. However, in recent years, due to the increase in visitors seeking unique and authentic experiences, the region has seen growth in other types of tourism. This has led to the Gippsland Regional Partnership, in conjunction with Destination Gippsland and TRC Tourism to develop ‘Towards 2030 Gippsland Destination Management Plan: A Blueprint for Growth’ to steer the development of the tourism industry in the region. A group of savvy Melbournite’s who frequent the region have noticed this and see this as a great investment opportunity. You are contracted by this group of investors to provide an assessment and recommendation for a new attraction or event for the Gippsland region. 

Your task is to write a report that: 

✓  Critically appraises the region, its current visitors, current experiential offerings and tourism infrastructure.

✓  Evaluates the recently released destination management plan and its objectives to determine appropriate development opportunities

✓  Proposes a new event or attraction that would be suitable for increasing visitor numbers to the region and is aligned with the destination management plan. You will need to include details of the actual event or attraction such as proposed dates, venue/s and a rough outline of the schedule for events, or an overview of the attraction, what it would be what services it would offer and a proposed location. 

✓  Identifies the specific target market/s, who they are, how you selected them and why you think they would be interested in your event/attraction.

✓  Identifies what additional infrastructure, services and expert knowledge would be required to support this new event/attraction and where this will come from (e.g.

specific government agencies) and what key relationships/partnerships to the event/attraction would need to be successful.

✓  Specifies how you would measure the success of your event/attraction in achieving the objectives associated with the destination management plan and long term viability of its operations.

The report must be well researched (based on relevant and reliable sources), and incorporate theories, management principles and the published strategies of tourism agencies that promote tourism and visitation to the Gippsland region. It should be written in an academic style, approx. 3000 words in length (not including executive summary, reference list or any appendices).

Be particularly careful to avoid plagiarism that is, passing other people’s work off as your own (academic theft). Penalties for plagiarism are heavy and may include failure in the course.

The main criteria for success:

1.Insight – The report should demonstrate an in-depth understanding of the destination/attraction experiential services and qualities, and tourist/visitor motivation theory and the role of stakeholders in providing and managing this.  

2. Substantiation - The report should be underpinned by course material and additional readings around the topic.

3.Clarity and structure – The report should be well structured and clearly presented

Readings for the assessment (instructions where they can be found e.g. MyAthens database, Moodle etc.)

Relevant readings for this assessment can be found on Moodle, relevant agency websites and using the EBSCO Discovery service.

Grading Criteria / Rubric

The grading rubric for this assessment is attached.