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As the destination manager, your job is to engage with key stakeholders to attract support, investment, and visitors to your region. In the aftermath of the COVID-19 pandemic, your Destination Management Organisation (DMO) recognises an opportunity to drive economic growth, lead destination development, and welcome visitors to your region. You also realise that competition among regional destinations for visitors is high and you have limited organisational resources to develop your tourism product and market reach.
Therefore, your DMO needs to convince key tourism government stakeholders (such as Tourism Australia, Tourism & Events Queensland, Tourism VIC/NSW/NT, the relevant State Government, etc.) of the opportunities your region offers to your target segment. These government stakeholders need to see benefit in (a) directing resources to your region; and (b) aiding you in promoting your region’s destination advantages to potential visitors.
Your task is to create a video pitch based on the same target segment, regional destination, and Improved Plan from Assessment 1b. This video should clearly identify:
Your understanding of destination competitiveness and the regional destination’s unique proposition(s), making use of the Destination Mix to highlight 3-6 unique propositions;
Your understanding of the target segment and its interests as it relates to your regional destination; and
The particular experience/s you offer to your target segment through your Improved Plan.
You should include a closing statement to your audience (the tourism government stakeholder), specifying the resource(s) you are requesting from them to boost your reach into this target segment. You should also be very clear what the call to action is, and how this action will complement your regional destination’s readiness to welcome visitors.
This assignment requires you to create an 8-minute video presentation recording with Powerpoint slides as you would present it to the audience. A sample Powerpoint template is available for general reference. Your submission must be in the form of a video that can be uploaded to Blackboard (commonly in the .mp4 format), showing your Powerpoint presentation and you delivering the presentation throughout. You may use Zoom for this recording (instructions: https://web.library.uq.edu.au/library-services/it/learnuq-blackboard-help/learnuqassessment/ recording-video-assignments-zoom). You may also use other recording methods, as long as they show your Powerpoint presentation and you delivering the presentation, and can be uploaded as a video.
You will need to submit your video recording via the submission link on Blackboard. Submission instructions for videos can be found HERE. (https://web.library.uq.edu.au/library-services/it/learnuq-blackboard-help/kaltura-media/submit-video-or-audio-assignment-kaltura)
General tips for presentation:
A pitching workshop will be conducted in tutorial to help you develop the skills you need to pitch well for this assessment. Attend and engage with this workshop and subsequent activities.
List the related references on the last slide of the Powerpoint presentation. You will need to use at least FIVE recent (within the last 5 years) and credible references to support your research and presentation.
Remember that this is a pitch, so you need to make your presentation informative, compelling and appealing to the audience.
Do not just describe. Focus on explaining and providing evidence to support your argument/ presentation.
Your visual presentation should prioritise key points, words, phrases, and diagrams to inform and engage your audience.
Include some high-quality graphics (e.g., tables, diagrams, and photographs from your regional destination, etc.) to enliven your presentation.
Remember you should provide the attribution (or source information) for ALL your illustrations and images on your presentation slides.
As with all assessment items, there are penalties applied for submissions that are more than 10% greater or lesser than the prescribed length of task.
Criteria (AOL criteria required for presentation):
Knowledge/topic fluency: 10%
Target market & destination mix: 20%
Competitiveness & Research synthesis: 20%
Convincing pitch: 20%
Presentation style/Non-verbal skills: 10%
Delivery/verbal skills: 10%
Professionalism: 10%