Feasibility Study for a New Tourism/Leisure Product Targeting the Millennial Market

Key Concepts in Destination Planning, Policy-making, and Development

i Identify and explain the key concepts and processes involved in destination planning, policy-making and development;

ii. Explore the feasibility of developing and enhancing the product portfolio of destinations.

Conduct a feasibility study for a new tourism/leisure product1 within the destination of your overseas trip which targets the millennial market.

Note 1. Your tourism/leisure product should not involve a huge capital investment but be based on the strengths of the local area and/or include a ‘pop-up’ product.

A toolkit has been provided to support you with your feasibility study.  This is available on Canvas.

Understanding millennial travellers/the current context of tourism in the destination/commitment by the government to tourism within their overall vision – written clearly and embedding references.

Conducting the destination audit and identifying the strengths and weaknesses of the key destination attributes – written clearly and embedding references.

Proposal of new product with justification, including reviewing the key challenges facing the destination – written clearly and embedding references.

References (marks for embedding references are included in the above – these marks are for the overall quality and quantity of contemporary and relevant references, presented within the correct format.

For guidance on this assignment, please access the assignment vodcast, written advice available through Canvas and lectures.

Should this assignment require you to work as part of a team, you will receive an individual grade based upon your performance as well as personalised feedback. The module leader will explain how your individual grade and feedback will be determined.

Assignment word counts and presentation timings should always be observed. Ignoring a word count increases significantly the risk of your work losing marks because it lacked structure, flow, focus and clarity. Timings must be observed for assessed presentations for the same reasons.  

(a) With reference to direct access to the destination, which outbound millennial market should be targeted? (100 words)

Details of your proposed new product

Provide details of your proposed product (use images (if possible) to also showcase your idea.  

Location within the destination

Present and justify the location – use the findings from your ‘Access (B) audit’ (it should be accessible) and ‘Attractions audit’ (are there other attractions in the area that could enhance the experience? Or are you choosing an area with limited attractions to promote a more sustainable tourism product?) (findings from Section 2)

Is there the potential to work with local communities on this product? If so, how could this be achieved?

Seasonality of your product? (100 words)

Is your product a seasonal or all year round product? Justify

How does your product align with the Tourism Plan for the destination (Section 3) (100 words)

Are there potential challenges to your proposal?

Identify TWO key challenges to your product proposal (challenges could include the potential lack of local support, potential environmental damage, competition, safety and security (only relevant to some destinations)

How committed is the government of your destination to tourism development and sustainability?

Are there any strengths in the destination that could be developed into a ‘new’ product for the millennial market? (100 words)

What is the long-term vision/plan of the tourism destination?