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HPM B307F Advanced Tourism Management
Assignment 1

Written Report : Formal Report (20% of the final grade)
Due date : 12th November, 2021 (Friday)
Word limit: 2,500 words excluding references and appendices
Mark: 100 marks (equals to 10% of the final grade)

The scenario
As the Marketing Manager of the national tourism organization representing your
selected country/city, you are required to do a comprehensive study to evaluate the
country/city’s tourism strategy during the past decade and evaluate the impacts of
tourism on the country/city. You are also expected to provide recommendations with
the aim of promoting the country/city to be an attractive and sustainable tourist
destination to the Hong Kong market based upon your recommendations.

The study
1. You will be divided into 7 teams consisting of 3-6 fellow students within the
same tutorial group.
2. Each group is required to select ONE Country/City with tourism development
during the past decade. The confirmation of your selected country/city is made
basing upon the first-come-first-served basis. No duplication of country/city is
allowed.
3. You have to determine the scope and depth of your study of your selected
country/city. However, at least the following information should be covered.


Assignment

a. Discuss a transformation of tourism strategy in your selected country/city during
the past decade. For instance, it could be the exploration of new market(s), the new
tourist attraction(s), and so forth.
b. Evaluate the significance of transformation by analyzing the positive and negative
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impacts (economic, socio-cultural, environmental impacts and so forth) on the
selected county/city. Please apply those theories learned in the course when
illustrating the impacts. Try to relate your analysis to the theories/concepts adopted.
c. Based upon your results of item (a) & (b), identify the gap(s) for promotion of
your selected country/city.
d. Collect primary data on tourists’ motivation for travel to the selected country/city
for the feasibility of your proposed promotion strategy. (Please conduct interviews
for at least 5 people living in Hong Kong (e.g. tertiary students, working adults,
and so on) who visited the selected country/city during the past 5 years).
e. Based upon the result of (d), suggest and produce any innovative
recommendations (e.g. creative video, leaflet design, and so on), in order to
promote your selected country/city to be the popular tourist destination for the
themed tourism appealing to the Hong Kong market. You should make
recommendations with the considerations of its feasibility and innovation.


Report format
1. The written report should be paged and typed in Times New Roman 12 point, single-
spaced. Please print the report in a double-sided format.
2. The length of the report should not exceed 2,500 words (excluding references and
appendices).
3. Clear headings and / or subheadings should be used in each section.
4. It should be in report format with tables, charts and relevant figures as appendices.
5. References should be provided both in-text and in a reference list in APA 6th style.


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HPM B307F Advanced Tourism Management
2021 Autumn Term
Written Assignment 1 (20% of the Final Grade)
Rubrics

Upon completion of this course, students should be able to:
1. Explain the concepts and characteristics of tourism.
2. Analyse the structure and interaction in the tourism industry.
3. Assess the role of tourism in the communities and environments that it affects.
4. Critically discuss the nature of tourism and characteristics of tourist groups.

Rubrics
Judging Criteria Not Acceptable

Acceptable

Satisfactory

Good

Excellent

a. Discuss the
transformation of tourism
strategy in your selected
country/city during the past
decade. For instance, it can
be the incorporation of new
themed tour, it could be the
exploration of new market,
and so forth.

(10 marks)
 Failure to identify the
transformation of the
current tourism
strategy is not specific
and the description is
inaccurate and
irrelevant to the
question.

 Minimal identification
of the transformation
of key tourism
development of the
selected country/city.
 Answers are provided
in a descriptive
manner with a
minimal justification.
 Minimal level of
judgement exercised.
 The transformation
paves the way for the
evaluation and
promotion part.

 Appropriate level of
identification of the
transformation of the
selected country/city.
 Answers are provided in a
manner with a minimal
justification.
 Minimal level of judgement
exercised.
 The transformation paves
the way for the evaluation
and promotion part.

 Good and sharp
identification of current
tourism strategy with sound
evaluation of the economic,
socio-cultural or
environmental impacts with
strong justifications and
relevant examples provided.

 Thorough identification of
the current tourism strategy
with insightful evaluation of
the economic, socio-cultural
or environmental impacts
with comprehensive
explanation insightful
justifications relevant
examples provided.

b. Evaluate the significance of
transformation by analyzing
the positive and negative
impacts (economic, socio-
cultural, environmental
 Failure to identify the
significance of
transformation or the
description is
inaccurate or irrelevant
 Minimal identification
on significance of
transformation with a
brief explanation of
economic, socio-
 Appropriate identification
of significance of the
current tourism strategy
with descriptive
explanation(s) of economic,
 Good and sharp
identification of current
tourism strategy with sound
evaluation of the economic,
socio-cultural or
 Thorough identification of
the current tourism strategy
with insightful evaluation of
the economic, socio-cultural
or environmental impacts
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impacts and so forth) on the
selected county/city.

(15 marks)
to the question.
 Failure to the current
situation is not specific
and the description is
inaccurate.
 Direct copy of the
secondary data without
evaluation. The
analysis is inaccurate.
 Failure to use the
theories/concepts to
illustrate the impacts.
No relevance between
the analysis and the
theories.
cultural or
environmental
impacts on the
selected country/city.
 Simple Justifications
with relevant
examples are
provided.
 The answers are
presented in a brief
manner with minimal
level of judgement
exercised.
 Brief description of
the secondary data
with little analysis.
 Theories/concepts are
briefly stated to
illustrate the impacts
superficially and with
a minimal level of
analytical capability
demonstrated.
 The theory(ies)
adopted and the data
analysis are weakly
related.


socio-cultural or
environmental impacts
 Limited justifications and
relevant examples are
provided.
 The answers are presented
in a detailed manner with
limited level of judgement
exercised.
 Detailed description of the
secondary data with limited
demonstration of analytical
capability demonstrated
 Relevant theories/concepts
are applied to illustrate the
impacts on an appropriate
level of analytical capability
demonstrated
 The theory(ies) adopted and
the data analysis are
somewhat related.





environmental impacts with
strong justifications and
relevant examples provided.
 The answers are presented
in a logical manner with
appropriate level of own
judgement exercised
 Analysis of the secondary
data in coherent and logical
manners with appropriate
level of judgement.
exercised.
 Relevant theories/concepts
are applied to illustrate the
impacts with a high level
analytical capability
demonstrated.
 The theory(ies) adopted and
the data analysis are
appropriately related.




with comprehensive
explanation insightful
justifications relevant
examples provided.
 The answers are presented
in coherent and professional
manners with high sounding
and excellent judgement
exercised.
 Analysis of the secondary
data coherent and logical
manners with sound and
excellent judgement
exercised
 Relevant theories/concepts
are professionally applied to
illustrate the impacts with a
high level analytical
capability demonstrated,
The theory(ies) adopted and
the data analysis are
strongly and sensibly
related.
c. Based upon your findings of
item (a), identify the gap(s)
for promotion of your selected
country/city
(10 marks)
 Failure to evaluate the
current tourism
strategy and the
description is
inaccurate.
 Fail to identify the
gap(s) for the
promotion of the
selected tourism.
 Manage to evaluate the
current tourism
strategy and the
description is simple
and minimal.
 Minimal level of
analysis is
demonstrated on the
tourism strategy.
 Partially identify the
gap(s) for the
promotion of the
 Manage to evaluate the
current tourism strategy and
the illustration is
descriptive.
 Limited level of analysis is
demonstrated on the tourism
strategy.
 Manage to identify the
gap(s) for the promotion of
the selected tourism but with
a limited consideration to
the micro and macro
 Appropriate level of
evaluation of current
tourism strategy and the
illustration is justified and
with own level of judgement
exercised.
 Appropriate level of
analysis is demonstrated on
the tourism strategy with
relevant examples provided
and justified.
 Sharp identification of the
 Professional level of
evaluation of current tourism
strategy and the illustration
is justified and with own
level of judgement
exercised.
 In-depth analysis is
demonstrated on the tourism
strategy with relevant
examples provided and
justified.
 Sound identification of the
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selected tourism. environment. gap(s) for the promotion of
the selected tourism with
comprehensive and with
holistic considerations of
micro and macro
environment

gap for the promotion of the
selected tourism with
holistic and insightful
considerations of micro and
macro environment

d. Collect primary data on
tourists’ motivation for travel
to the selected country/city for
the feasibility of your
proposed promotion strategy.
(Please conduct interviews for
not less than 5 people living in
Hong Kong (e.g. tertiary
students, working adults, and
so on) who visited the selected
country/city during the past 5
years).

(15 marks)
 The flow of the survey
is ill-organized.
 The overall planning is
ill-organized; the
content is inaccurate,
incomplete or loosely
mentioned.
 Failure to demonstrate
the own judgement.
 The flow of the survey
research is structured.
 The content of survey
is briefly analysed and
explained with weak
justifications.
 Answers are presented
in a brief manner.
 Some points are not
clearly explained and
evaluated.

 The flow of the survey is
structured to meet the stated
objectives.
 The content of survey is
analysed in details but with
limited justifications
provided.
 Answers are appropriately
presented in a descriptive
manner.
 Many points have been
described but with limited
level of own judgements
exercised.

 The flow of the market
research is well-structured
and presented in a logical
manner.
 The content of survey is
analysed appropriately with
good and sensible
justifications provided.
 Answers are fully presented
in a logical manner with
insights.
 Most of keys points are
covered with an appropriate
level of own judgments
exercised.

 The flow of the market
research is well-structured
and presented in a logical
manner.
 The content of survey is fully
analysed tactically with
strong, high-sounding and
insightful justifications
provided.
 Answers are tactically
presented in a logical and
coherent manners.
 All points are covered with
professional level of own
judgments exercised.

e. Suggest any innovative
strategies based upon the
findings with consideration
of its feasibility.
(20 marks)
 Failure to propose
appropriate
recommendations or fail
to provide examples.
 The answers are not
relevant to the topics
and the examples
provided is irrelevant.
 Failure to demonstrate
any strategies with
innovation and
originality.

 Brief description of the
recommendations with
limited considerations
of feasibility.
 The answers are
presented in a simple
manner with brief
examples provided.
 Low level of
innovation, originality
and creativity
demonstrated.
 with a limited
consideration of
feasibility incorporated
 Provision of
recommendations and with
taking into considerations of
feasibility.
 The answers are presented in
descriptive manner with
relevant examples cited
 Limited level of innovation,
originality and creativity
demonstrated with a partial
consideration of feasibility
incorporated
 Provision of innovative
recommendations with
taking into the consideration
of feasibility.
 The answers are presented in
clear and logical manners
with relevant and examples
cited.
 Appropriate level of
innovation, creativity and
originality demonstrated
with a thorough
consideration of feasibility
incorporated.
 High-sounding and practical
recommendations with
taking into thorough
considerations of feasibility.
 The answers are presented in
clear and logical manners
with examples cited.
 High level of innovation,
creativity and originality
demonstrated with a
comprehensive and insightful
consideration of feasibility
incorporated.
Quality of Analysis
(20 marks)
 Failure to demonstrate
the analytical skills in
the assignment.
 Low level of
analytical skills
demonstrated in the
 Limited level of analytical
skills demonstrated without
the implications provided.
 Appropriate level of
analytical skills
demonstrated throughout
 Professional level of
analytical skills
demonstrated throughout
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assignment.

the assignment with good
implications provided.

the assignment with
insightful implications
provided.

Overall organization and
structure (the language
proficiency, consistency,
appropriateness of citation
and references)

(10 marks)
 Ill-organized and
unstructured or loosely
structured
 Inappropriate citation
and referencing.
 There is a distracting
amount of errors in
grammar, spelling,
sentence structure,
punctuation and/or
capitalization, thus
obstructing the reader
from understanding the
content.


 Good, clear and logical
structure
 Acceptable level of
citation and
referencing.
 There are a large
number of errors in
grammar, spelling,
sentence structure,
punctuation and/or
capitalization. But the
overall product is not
obstructive to
understanding its
meaning.
 Scattered and is of little
coherence and
consistency
demonstrated.
 Average, clear organization
and structure.
 Appropriate citation and
referencing.
 There are a few errors in
grammar, spelling, sentence
structure, punctuation and/or
capitalization. The overall
product is not obstructive to
understanding its meaning.
 Acceptable level of
consistency demonstrated.

 Good, clear and logical
structure
 Appropriate citation and
referencing.
 There are minimal errors in
grammar, spelling, sentence
structure, punctuation and/or
capitalization. The overall
product is precise and
concise to understand its
meaning.
 High level of consistency
and coherence demonstrated.

 Well-organised, clear and
logical and professional
structure
 Appropriate citation and
referencing.
 There are hardly any errors
in grammar, spelling,
sentence structure,
punctuation and/or
capitalization. The overall
product shows
professionalism, accuracy
and seriousness towards its
making.
 High level of consistency
and coherence demonstrated.
Total


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