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Assignment 1: Evaluation of Chester as a Visitor Destination
BSc Hons Business & Tourism Management
Module title &
Programmes undertaking the assignment
BSc Hons Business & Tourism Management
Week 1 Semester 1 within module handbook
Assignment 1 Hand in Deadline Week 8 @ 4pm Thu 17th Nov 2016
University penalties apply for late submission:
Learning outcomes to be assessed
1. Operate effectively in the work environment.
2. Ability to improve knowledge and awareness about the work environment and how your personal contribution relates to the work of other employees.
3. Ability to match personal strengths and abilities to organisational requirements
Your task is to provide a report analysing the recent and future (both planned and potential) development of Chester as a visitor destination. Your report should be structured in the following way and consider:
Part A (60%)
An analysis of the development of Chester as a visitor destination - with the emphasis on the last 20-30 years to the present day
Part B (20%)
Your own reasonable and realistic recommendations regarding the future development of Chester as a visitor destination
Your analysis should be based on the usual secondary sources (e.g. textbooks, journal articles, newspaper articles, relevant websites, the internet) as well as the primary source of your field trip visit You should only use material currently in the public domain and should not personally contact organisations such as Chester City Council.
Chester represents a jewel in Britain’s domestic and international tourism offering. Approximately 9m visitors (including one million overseas visitors) come to the city each year, spending approximately £370m. Chester’s success is based on both its unique and iconic features - its history and buildings (e.g. Roman heritage, City Walls, the Rows, Chester Cathedral), its abundant shopping (comprising high street brands and specialist shops), a diverse range of events and festivals, the racecourse, and Chester Zoo (a short journey from the city centre) – and its compact and walkable city centre. Clearly, these are all inter-related, for example Chester’s main appeal to regional visitors has been to offer a unique shopping experience in a historic environment. However, there is always room for improvement to a destination’s offering. For example, Chester City Council has recently commissioned Yellow Railroad International Destination Consultancy to develop an overall place marketing strategy to sustain its prosperity for the future; the core principle of this strategy is to develop and promote Chester as an elegant historic ‘boutique’ city.
*The above information is collated from a number of different sources, including: Chester Place Marketing Strategy Part 2 – The Rationale, produced by Yellow Railroad; Chester Visitor Centre Visitor Attractions leaflet; and http://www.visitchester.com/
Your task is to provide a report in two parts, comprising:
A) An analysis of the development and appeal of Chester as a visitor destination - with the emphasis on the last 20-30 years to the present day
B) Your own reasonable and realistic recommendations regarding the future development of Chester as a visitor destination
Your analysis should utilise appropriate models of tourism analysis and consider the following, but you are free to structure it however you want:
Part B (20%)(N.B. this part of the report is worth 20% - consequently, the amount and quality of your discussion should reflect this)
Be careful that your report is evaluative and not descriptive. For instance it should NOT read like a visitor information leaflet. You should conduct your own research and analyse your information and then express your findings in your own words, not those of a leaflet copywriter. You should incorporate the relevant theory and tourism models to underpin your analysis. E.g. Butlers (1980)TALC model, Plog’s (1974)visitor typologies
Your analysis should be based on the usual secondary sources e.g. textbooks, journal articles, newspaper articles, relevant websites, the internet as well as the primary source of your visit during semester 1. You should only use material currently in the public domain and should not personally contact organizations such as Chester City Council.
You may wish to include maps, diagrams and/or images to support your discussion. If so, you should clearly relate these to your discussion – for example, do not just ‘dump’ them into your report for visual effect!
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