FCS 4320

Common Syllabus

Updated: 1/5/2019

Approved:

Common Syllabus
FCS 4320 – Destination Management.
Course Number and Title: / FCS 4320
Destination Management.
Catalog Description: / (3-0-3) S. An understanding of the roles destination management organizations (DMOs) and convention and visitors bureaus (CVBs) play in the hospitality and tourism industry. Creating and maintaining a destination brand is explored. Includes a study tour.
Prerequisites and Notes: / FCS 2700 and BUS 3470. Restriction: Course may not be taken by students who have completed FCS 4230 - Special Topics in Family and Consumer Sciences: Hospitality Travel Planning and Study Tour.
Required Text: / Harrill, R. (Ed.). Fundamentals of destination management and marketing. Lansing, MI: American Hotel & Lodging Educational Institute.
Supplemental Materials: / Updated each semester
Course Objectives: / Upon successful completion of the course, the students will be able to:
  1. Describe the role of destination management organizations (DMO) and the services they typically provide. (Exam, tour design)
  2. Describe the ways in which convention and visitor bureaus (CVBs) serve a diverse group of customers, clients, and members. (Exam)
  3. Articulate the roles of prospecting, qualifying prospects, CVB satellite offices, and convention service managers and their importance to CVB sales. (Tour sales proposal, exam)
  4. Describe how the branding of a destination relates to theme development and advertising.(Tour sales proposal, exam)
  5. Describe the elements of CVB financial management, including nonprofit status. (Exam)
  6. Design and price a tour for a client. (Tour sales proposal, tour design)
  7. Describe risk management issues related to DMO developed tours and events. (Tour design, exam)
  8. Evaluate services provided by destination management related professional associations. (Professional association review)
  9. Evaluate the strengths and weaknesses of a destination brand after visiting the destination. (Tour evaluation paper)
  10. Discuss managing group behavior in a tour package environment. (Tour design, exam)
  11. Analyze services and costs of different transportation modes. (Tour design)

Evaluation Methods: / Explain how the instructor will determine students’ grades for the course:
  • Exams
  • Tour Design and Itinerary
  • Tour Evaluation Paper
  • Tour Sales Proposal
  • Current Issues Papers
  • Professional Association Review

Course Outline
Week / Topic
1 / Introduction to the class
A. Organization and planning
B. Professionalism and student behavior expectations
C. Overview of the assigned travel location
2 / Creating a tour package
A. Determining costs
B. Transportation modes
C. Preparing an effective schedule/itinerary
D. Designing a tour for specific groups
E. Special Events
F. Group tour providers and destination management companies
G. Developing a tour sales proposal
3 / Creating a tour package
A. Determining costs
B. Transportation modes
C. Preparing an effective schedule/itinerary
D. Designing a tour for specific groups
E. Special Events
F. Group tour providers and destination management companies
G. Developing a tour sales proposal
4 / Creating a tour package
A. Determining costs
B. Transportation modes
C. Preparing an effective schedule/itinerary
D. Designing a tour for specific groups
E. Special Events
F. Group tour providers and destination management companies
G. Developing a tour sales proposal
5 / Group Tour Behavior
A. Managing groups
B. Cultural sensitivity
C. Ethical challenges
D. Travelers with physical challenges
E. Illness, accidents, and risk management
6 / Destination Brand Development
A. CVB marketing research
B. Goals and objectives
C. Information centers
D. Positioning and theme development
E. Communicating the brand
F. Evaluating the brand
7 / Destination Brand Development
A. CVB marketing research
B. Goals and objectives
C. Information centers
D. Positioning and theme development
E. Communicating the brand
F. Evaluating the brand
8 / Selling the Destination
A. The sales process
B. FAM (familiarization) trips and Press trips
C. Working with hotels and meeting planners
D. Market segmentation
9 / Selling the Destination
A. The sales process
B. FAM (familiarization) trips and Press trips
C. Working with hotels and meeting planners
D. Market segmentation
10 / Selling the Destination
A. The sales process
B. FAM (familiarization) trips and Press trips
C. Working with hotels and meeting planners
D. Market segmentation
11 / Trip to Destination
12 / Destination Management Companies
A. Services and costs
B. Program planning
C. Evaluating alternatives
13 / Transportation
A. Tour Bus Operators
B. Airport shuttles
C. Luggage and Packages
D. Safety Regulations
14 / CVB Operations
A. Human resources
B. Financial management and funding
C. Board governance
D. Member care and support
E. Technology applications
F. Developing alliances
15 / CVB Operations
A. Human resources
B. Financial management and funding
C. Board governance
D. Member care and support
E. Technology applications
F. Developing alliances

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