Faculty of Higher Education
Assessment 2: Critical analysis of destination image
Assessment Type: Video presentation
Weighting: 25%
Word Limit: 10 minutes
Due date: Week 8 before Sunday at 11.59pm
Destinations attract visitors based on their reputations and perceived images. These are often
managed by destination marketing organisation’s campaigns distributed through various media such
as television, online and print advertisements, product placement and film locations. They may also
emerge organically from news reports, travel writers and word of mouth testimonials from returned
visitors. Sometimes, these induced and organic destination images may vary in accuracy as
epresentations of destination identities.
In this assessment, you have been enlisted by Nillumbik Council to critically analyse a range of
media resources and create a destination profile which can then be used to assist in future tourism
development and positioning.
Based on this profile, you need to determine the target audience of the destination (Hurst
idge).
Making reasoned inferences based on the destination profile you have created, describe the
demographic, economic, lifestyle profile of what you believe the destination’s target audience to be.
Your video presentation should comprise distinct parts:
a) Brief introduction to task and key concepts
) Identify and critically analyse how three (3) cu
ent (published in last 5 years) different media
sources portray the destination. You must select one from each of the following categories:
a. External Review (e.g Trip Advisor)
. Social Media (e.g Facebook/Instagram/Blog). Note: must be a commercial source
c. Popular Press (e.g newspaper, magazine, website)
c) Profile the destination by comparing the different representations of the destination using
supporting Destination Image Theory.
d) Identify the top 3 target audiences by determining the types of travellers most likely to be
attracted to this destination image (you should complete further research to support this)
e) Brief conclusion to summarise main points
IMPORTANT NOTES:
• While using PowerPoint is recommended, you can use any software to record your analysis.
• Your submission should be well-referenced, using the three (3) media sources, as well as
ooks, journal articles and relevant industry resources to define and apply key concepts and
theory. Include a reference list as your final ‘slide’ in your presentation and either cite your
sources ve
ally or in writing throughout your presentation.
• To submit your video: firstly, you will need to publish it to Echo 360 and then upload the
hyperlink into a Word Document to Turnitin via MyWAI (to be graded).
Faculty of Higher Education
HOS651 People & Place Assessment 2 – Research Report Marking Ru
ic Guide
Assessment
Criteria
Unsatisfactory (0-49%) Pass (50-59%) Credit (60-69%) Distinction (70-79%) High Dist XXXXXXXXXX%)
Word count and
originality
compliance
Word count not 20% +/-
Originality above 20%
Originality match/s above
6% to one source
Word count within 20% +/-
Originality score equal to or below 20%
Originality match/s equal to or below 6% to one source
Format 15%
Not in video presentation
format. Systematic e
ors
in design and
presentation. Illogical
progression of ideas.
0 – 7
Basic video presentation
format that does not
always conform to the
prescribed structure.
Logical progression of
ideas.
7.5 – 8.5
Video presentation
format that mostly
conforms to the
prescribed structure.
Logical and organised
progression of ideas.
9 – 10
Video presentation
format that always
conforms to the
prescribed structure.
Logical and organised
progression of ideas.
10.5 – 11.5
Video presentation
format that is
professional and
publishable in cu
ent
state.
12 - 15
Spoken expression
5%
Audio if inaudible and
meaning is
incomprehensible.
0 – 2
At times rushing words
or speaking very quietly
some mumbling, but
meaning is
comprehensible.
2.5
Clear articulation, but not
polished delivery.
Occasionally speaking a
little too fast or slow.
3
Clear articulation, but not
polished delivery. Very
arely speaking too fast or
slow.
3.5
Poised, clear articulation.
Appropriate volume and
ate of delivery.
4 - 5
Introduction 5% Lack of understanding of
topic and objective of the
video. Scope is unclear or
does not address content
of the video.
0 – 2
Basic understanding of
topic and objective of the
video. Scope roughly
addresses the content of
the video.
2.5
Mostly understands the
topic and objective of the
video. Scope adequately
addresses the content of
the video.
3
Solid understanding of
the topic and assignment
objective. Scope
addresses the content of
the video well.
3.5
Topic and objective is
understood completely.
Scope clearly and
concisely addresses the
video’s content.
4 - 5
Media Sources (x3)
30%
Does not clearly identify or
critically analyse the
media source.
0 – 4.5
Identifies a media source
and roughly analyses its
epresentations of the
destination.
5
Identifies a relevant
media source and
analyses the destination’s
epresentation with some
examples.
6
A relevant media source
is identified and critically
analysed with appropriate
examples and reference
to relevant theories.
7
A relevant media source
is identified and critically
analysed by applying
academic theory and with
illustrative examples.
8 - 10
Faculty of Higher Education
Destination Profile
10%
Does not accurately
summarise the destination
as portrayed by the
sources with little to no
application of destination
image theory
0 – 4.5
Roughly summarises the
destination as portrayed
y the sources with some
to little application of
destination image
theory.
5
Summarises the
destination as portrayed
y the sources, with
ief
evaluation and support of
destination image theory
6
Summarises the
destination as portrayed
y the sources, with some
evaluation and
application of destination
image theory.
7
Summarises the
destination as portrayed
y the sources, drawing
on comparisons to
evaluate it with
supporting destination
image theory.
8 - 10
Target audience
15%
Does not clearly identify
the target audience of the
destination using evidence
with little to no supporting
esearch
0 – 7
Provides
ief and
general description of
the target audience with
some supporting
esearch.
7.5 – 8.5
Provides some, but
incomplete, description of
demographic, lifestyle
and economic profiles of
the target audience with
supporting research
9 – 10
Provides descriptions of
demographic, lifestyle
and economic profiles of
the target audience with
supporting research.
10.5 – 11.5
Provides detailed
descriptions of
demographic, lifestyle
and economic profiles of
the target audience with
supporting research.
12 - 15
Conclusion 5% Conclusion not included /
Does not relate to the
eport body.
0 – 2
Summarises the report
ut not in relation to the
objectives of the report.
2.5
Summarises the report in
elation to the objectives.
3
Summarises the report
coherently, with clear
elation to the objectives.
3.5
Concisely summarises the
eport in a manner that
strongly reiterates
objectives.
4 - 5
APA formatting 5%
Does not conform to APA
formatting (no reference
list or in-text citations).
0 – 2
Attempts to conform to
APA although various
e
ors present.
2.5
Conforms to APA
although minor e
ors still
present.
3
Conforms to APA. If a
minor e
or is present it is
consistent.
3.5
Mastery of APA
formatting with no e
ors.
4 - 5
Reference quality
and use 10%
Mainly i
elevant or
unreliable sources used.
0 – 4.5
Most sources roughly
address topic although
mainly non-academic.
Used occasionally to
support arguments.
5 – 5.5
Mainly relevant and
academic sources address
the task. Used somewhat
effectively to support
arguments.
6 – 6.5
A range of relevant
academic sources address
the topic. Mostly used
effectively to support
arguments.
7 – 7.5
A
oad range of relevant,
seminal & contemporary
academic sources. Used
effectively to support
arguments.
8 - 10