2025-THS3FUT(BU-1): Assessment 1: Details and instructions

This assessment task

This assessment task allows you to develop and practise skills of relevance to analysing trends, evaluating how a tourism, hospitality and events (THE) organisation is aligning itself with those trends and recommending creative solutions. Such skills will be valuable in future professional roles because understanding and predicting the environment allows organisations to stay relevant.

Task details

As a junior consultant for a private consultancy firm, you have been asked to analyse the social media efforts of an emerging destination. Your focus is on the official social media profiles of your selected organisation.

Instructions

1. Carefully read the marking guide before starting.

2. Choose one (1) from the following emerging destinations to focus on for your analysis:

• Aarhus, Denmark:
  
  https://www.visitaarhus.com/aarhus-region

• Nova Scotia, Canada:
  
  https://novascotia.com/

• La Paz, Mexico:
  
  https://www.golapaz.com/

3. Please note that the link for each country will take you to the official tourism website. You will NOT be analysing the website, but here you can find the links to their associated social media profiles (such as Instagram, Facebook or YouTube).

4. Undertake research from academic journals, books, industry sources and the media about your chosen destination.

5. Address the following areas:

• briefly describe how ‘generational cliques’ affect tourism, hospitality and events

• analyse what is currently being done to promote your chosen destination on social media (please focus on the social media profile(s) of one of the official tourism organizations listed above.)

• evaluate whether the destination’s social media profile(s) appeal to Generation Z

• recommend how the destination can improve its appeal to Generation Z.

6. Format and structure:

• Format: 12-point Arial or Times New Roman font and 1.5 spacing only

• Please structure your assessment as follows:

  • Cover page

  • Introduction

  • Main body of case study

  • Conclusion

  • References

  • Appendices (if any)

Cover page, references and appendices are not included in the word count.

Cite and correctly reference your sources using APA7 referencing. Refer to at least six (6) relevant and credible academic publications, as well as other non-academic sources, as required. Also, note that your references do not contribute towards your total word count.

Resources and readings relevant to the assessment

• Chapter 2. Drivers of change (Lade et al., 2020)

• Chapter 5. The future of visitor attractions (Lade et al., 2020)

• Assessment 1 mapping activity

Assessment criteria

• Assessment 1: Case study on social media efforts of a tourist destination rubric

Submission details

Submit your case study file (Word document or PDF) via the Assessment 1 submission link by the due date.