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Tourism comprises the activities of persons travelling to and staying in places outside their usual environment for not more than one year for leisure, business and other purposes. Tourism is a major vehicle for economic development in the Caribbean. In most Caribbean countries it contributes significantly to Gross Domestic Product, government revenue, foreign exchange and employment. It also contributes to the quality of life of the citizens and residents of these countries. Its importance to the development of the region in general and to the economies of particular countries cannot be overstated. Being the most tourism-dependent region in the world, its future relies on the development of its human resources; strengthening inter-sectoral linkages; and managing tourism for sustainability.
- Develop conceptual knowledge and practical skills in preparation for a career in tourism
- Develop an appreciation of the importance of tourism to national and regional development
- Develop an awareness of the interrelationships among the various components and stakeholders involved in tourism
- Develop an appreciation for the broad array of impacts of tourism and the need for more innovative, creative and sustainable management strategies
- Develop an appreciation for tourism product development and marketing
- Encourage the awareness of the entrepreneurial potential in tourism
- Encourage students to apply the concepts and principles of tourism
- Develop skills in critical thinking including analysis, synthesis and evaluation
CAPE Tourism: Unit 2 SBA
MODULE 1: Product Development On completion of this Module, students should: 1. understand the nature of the tourism product; 2. understand the concepts of benchmarking, monitoring and evaluation of tourism products and services; 3. appreciate the importance of human resources to the tourism product; 4. appreciate the key concepts of service quality and customer service delivery relevant to tourism; 5. understand the concept of tourism niche markets.
- Discuss the nature of tourism products and services
- Discuss the needs and expectations of customers
- Evaluate the importance of standards and government policies for products and services
- Describe the attributes, knowledge, skills and competencies of the ‘ideal’ tourism professional
- Evaluate the impacts of service quality and customer service to the tourism product
- Discuss niche tourism products and services
MODULE 2: Marketing On completion of this Module, students should: 1. understand the concept of marketing as it relates to tourism; 2. appreciate the role of marketing and its importance to tourism; 3. appreciate the role of market research; 4. understand the importance of a marketing plan.
MODULE 3: Entrepreneurship On completion of this Module, students should: 1. appreciate the importance of innovation and creativity in tourism; 2. understand processes for using one's potential and opportunities to initiate tourism ventures; 3. appreciate the role of entrepreneurship in tourism; 4. understand the role of networking for business success in tourism; 5. understand the importance of a business plan for a tourism opportunity.
- Explain the key concepts in entrepreneurship
- Discuss personal abilities and talents that would provide a basis for creating or expanding a tourism business
- Describe the attitudes and behaviours of successful tourism entrepreneurs
- Evaluate business opportunities in the tourism industry
- Evaluate the entrepreneurship process in the tourism context
- Discuss the challenges associated with entrepreneurial ventures in tourism
- Prepare a business plan for a tourism opportunity