TM9705 - Destination Management

What will I learn on this module?

This module explores the key characteristics of destination management by drawing on areas related to governance, marketing strategies, image promotion, branding, tourism impacts, and regeneration. The focus is on integrated approach to governance, planning, development and marketing of a destination examining local, regional, national and international examples. We also critically assess issues around mobilty and citizenship in tourism destinations in relation to how locals and visitors have rights to places and how these rights can either converge or diverge.

With this approach, the module fosters a critical understanding of the role of Destination Management Organisations (DMOs) and Destination Management Companies (DMCs). We will examine various tourism development strategies in different contexts – rural, urban, coastal – and assess various challenges, opportunities, and threats. The module also provides students with the opportunity to develop a critical approach to analysing tourism destinations.

Via a fieldtrip to Amsterdam you will be able to study the above in a real world setting. In this you will visit Amsterdam Zuid, the cultural heart of Amsterdam, and also disvcover the growth of a financial centre is linked to Universities and an Schipol international airport, thereby demonstrating that tourism does not stand in isolation, particularly in and around cities. You will also visit Giethoorn, a small village not far from Amsterdam, to witness how international tourism can impact on such a vulnerable place that has little capacity to absorb tourism into its everyday life. You will be split into groups on the fieldtrip with each group given a research task on destination management in and around Amsterdam. Thereby developing your inter and intra personal skills, ability to engage in continuous personal development, and develop professionals capabilities vital to a future management-related career.

How will I learn on this module?

An interactive approach to lecture sessions will draw upon the directed learning undertaken and your own experiences. Throughout, the emphasis will be on high levels of participation, both individually and within small teams. You can therefore expect the reflective-practitioner approach to learning to be embedded in all lecture sessions.

Directed learning will centre upon a range of activities including pre-reading, preparation for interactive activities and working with your teams on each of the challenges. Independent learning will centre upon you identifying and pursuing areas of interest in relation to the subject area.

Formative feedback will be provided to you as part of the fieldwork learning event and during the fieldwork itself.

How will I be supported academically on this module?

The module takes place across the whole semester. The teaching is supported by a teaching and learning plan which sets out independent learning, directed study, session recordings, reading and activities prior to, and for, each of those sessions. All learning and teaching materials are available to you in various formats on our e-learning portal. We also want you to develop your skills of critical evaluation both in terms of the literature and empirically in the fieldtrip.

Directed learning will centre upon a range of activities including pre-reading and preparation for interactive activities, including the fieldtrip. Independent learning will centre upon you identifying and pursuing areas of interest in relation to the subject area.

Formative feedback will be provided to you during seminars and based on your self-reflection and work on the entrepreneurial challenges. Formative feedback helps you to reflect on your progess in developing your entrepreneurial capabilities as well as ensuring that you understand the assessment criteria and tutor expectations.

What will I be expected to read on this module?

All modules at Northumbria include a range of reading materials that students are expected to engage with. The reading list for this module can be found at:
(Reading List service online guide for academic staff this containing contact details for the Reading List team –

What will I be expected to achieve?

Knowledge & Understanding:

MLO1: Demonstrate critical understanding of destination mangement, branding and promotion, and tourism impacts in relation to tourism development (Addresses PLOs 4.1; 2.1)

Intellectual / Professional skills & abilities:
MLO2: Demonstrate ablity to work in culturally diverse groups and teams and make appropriate and personal contributions to team effectiveness. Critically analyse and apply theoretical knowledge in relation to destination management (Addresses PLOs 2.1; 4.1; 1.1; 1.2)

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
MLO3: Have critically evaluated personal strengths and weaknesses and have demonstrated the ability to engage in reflective self-development (Addresses PLOs 1.1; 1.2)
MLO4: Have critically reviewed the development of inter-personal and intra-personal skills in relation to class based and fieldwork tasks (Addresses PLOs 1.2; 2.1)

How will I be assessed?

The module will be assessed by an individual essay (60%) and a team presentation based on the fieldtrip (40%).

The essay will be a critical assessment of a destination mangement issue or set of issues (ML01) (PLO4.1)

The group presentation will be on a particular set of issues or issue in relation to Amsterdam as a tourist destination and an assessment of mangement strategies that will address those issues or issue (ML02; ML03; ML04) (PLO 2.1, 1.1,1.2)

Formative assessment will be carried out on a continuous basis within the seminars. This will take place through group work, assignment discussion and reflection together with theory/practice related discussions





Module abstract

This module provides you with key analytical tools to develop your critical understanding of the development, management, and marketing of tourist destinations. It will apply a range case study material from different parts of the world using primary and secondary sources, and will include guest speakers from industry along with a 5 day fieldtrip to Amsterdam, one of the world’s foremost tourist destinations. The module will explain and critically assess definitions and conceptualisations of tourist destinations; the main theories on tourism development and destination mangement; destination marketing strategies; the role of DMOs (destination management organisations) and DMCs (destination management companies) and other place marketers and operators; tourism impacts in destinations; tourism and regeneration; sustainability in destination mangement; and the main challenges and opportunities destinations face.

Course info

Credits 20

Level of Study Postgraduate

Mode of Study 2 years full time
2 other options available

Department Newcastle Business School

Location City Campus, Northumbria University

City Newcastle

Fee Information

Module Information

All information is accurate at the time of sharing. 

Full time Courses are primarily delivered via on-campus face to face learning but could include elements of online learning. Most courses run as planned and as promoted on our website and via our marketing materials, but if there are any substantial changes (as determined by the Competition and Markets Authority) to a course or there is the potential that course may be withdrawn, we will notify all affected applicants as soon as possible with advice and guidance regarding their options. It is also important to be aware that optional modules listed on course pages may be subject to change depending on uptake numbers each year.  

Contact time is subject to increase or decrease in line with possible restrictions imposed by the government or the University in the interest of maintaining the health and safety and wellbeing of students, staff, and visitors if this is deemed necessary in future.


Your Learning Experience

Find out about our distinctive approach at

Admissions Terms and Conditions

Fees and Funding

Admissions Policy

Admissions Complaints Policy