Looking Beyond the Walls

by: Victoria H. Villegas

Publication Date: December 4, 2015
Length: 7 pages
Product ID#: 1-002-500

Core Disciplines: No core disciplines for this product

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Teaching Note

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Jose Estrella is proud of what he has been able to accomplish since taking on the administrator position at the Intramuros Administration. Just a couple of years ago Maestranza plaza had a sewage like smell and few if any people wanted to visit. Now it was a bustling tourist attraction known for its historical significance. Still Estrella wondered if Intramuros could be known for something other than a place of learning about old things. Students are asked to take on the manager’s role and assume responsibility for executing the marketing function.

Teaching Objectives

After reading and discussing the material, students should:

  • Analyze an organization’s and/or destination’s strengths, weaknesses, opportunities, and threats and identify the appropriate use for the information from the analysis.
  • Examine an organization’s goals and objectives and evaluate their effect on the management of a destination.
  • Identify the crucial steps in developing and managing a tourism destination brand.
  • Conceptualize a destination image or brand values.
  • Formulate a marketing communications plan.