WINE 7008 - Wine Tourism
North Terrace Campus - Trimester 3 - 2023
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General Course Information
Course Details
Course Code WINE 7008 Course Wine Tourism Coordinating Unit Marketing Term Trimester 3 Level Postgraduate Coursework Location/s North Terrace Campus Units 3 Contact Up to 3 hours per week Available for Study Abroad and Exchange Y Prerequisites WINE 7001 or WINE 7001EX or WINE 7001UAC Assessment Assignments/tests/group work as prescribed at first Lecture Course Staff
Course Coordinator: Robin Shaw
Mrs. Robin Shaw
Robin.shaw@adelaide.edu.auCourse Timetable
The full timetable of all activities for this course can be accessed from .
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Learning Outcomes
Course Learning Outcomes
On successful completion of this course, students will be able to:
1 Outline the role and structure of tourism organisations and distribution systems at the global, national, and regional levels. 2 Describe the development of wine tourism in different countries as well as the prestigious appeal of a wine tourism destination and individual winery/vineyard. 3 Identify behaviours and motivations of wine tourists according to their origin, culture, and level of wine involvement. 4 Examine the relevant travel trends for domestic and international travellers to wine regions, including the propensity for sustainable travel. 5 Design and evaluate a range of wine tourism experiences for different audiences, regions, and winery types. 6 Compare and contrast two different wine tourism marketing campaigns and describe the outcomes for participating operators. University Graduate Attributes
This course will provide students with an opportunity to develop the Graduate Attribute(s) specified below:
University Graduate Attribute Course Learning Outcome(s) Attribute 1: Deep discipline knowledge and intellectual breadth
Graduates have comprehensive knowledge and understanding of their subject area, the ability to engage with different traditions of thought, and the ability to apply their knowledge in practice including in multi-disciplinary or multi-professional contexts.
1,2,3,4 Attribute 2: Creative and critical thinking, and problem solving
Graduates are effective problems-solvers, able to apply critical, creative and evidence-based thinking to conceive innovative responses to future challenges.
2,3 Attribute 3: Teamwork and communication skills
Graduates convey ideas and information effectively to a range of audiences for a variety of purposes and contribute in a positive and collaborative manner to achieving common goals.
5 Attribute 4: Professionalism and leadership readiness
Graduates engage in professional behaviour and have the potential to be entrepreneurial and take leadership roles in their chosen occupations or careers and communities.
5 Attribute 7: Digital capabilities
Graduates are well prepared for living, learning and working in a digital society.
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Learning Resources
Required Resources
All required resources (ppt slides, readings etc) will be available via MyUni -
Learning & Teaching Activities
Learning & Teaching Modes
The course will incorporate readings, a weekly 3 hour seminar (via zoom for EX-students). All students are encouraged to actively participate in all activities and assessments. There will also be ample opportunity for self-directed learning.Workload
The information below is provided as a guide to assist students in engaging appropriately with the course requirements.
It is expected that all students will attend all seminars and engage in self-directed study and inquiry. This will include collaborating with group for the group project and class presentations. The University expects full-time students to commit approximately 9 hours for a three-unit course or 13 hours for a four-unit course of private study outside of your regular classes.Learning Activities Summary
Please refer to the course timetable for a detailed presentation of the content that will be presented to you each week. -
Assessment
The University's policy on Assessment for Coursework Programs is based on the following four principles:
- Assessment must encourage and reinforce learning.
- Assessment must enable robust and fair judgements about student performance.
- Assessment practices must be fair and equitable to students and give them the opportunity to demonstrate what they have learned.
- Assessment must maintain academic standards.
Assessment Summary
ASSESSMENT TASK COLLABORATIVE/INDIVIDUAL WEIGHTING(%) DUE LEARNING OUTCOME Participation Individual 10 Ongoing ALL Wine Tourism Region Case Study Individual 20 approx week 5 1,2,3 Online Quiz Individual 10 approx week 3 all Develop wine tourism experiences Individual 20 8 5 wine tourism business plan Individual 40 12 all Assessment Detail
PARTICIPATION
Participation is worth 10% of your overall grade.
Each week you are required to participate via engagement with the Discussion Boards.
The 10% will be allocated based on quality and quantity of your contribution to the discussion topics each week. A minimum word count response of approximately 50 words will be required for most tasks.
QUIZ
The quiz contains two types of questions:
15 multiple choice / fill in the blank questions worth 1 mark each (15 marks total)
5 open-ended questions worth 4 to 6 marks each (25 marks total)
The quiz will be marked out of a total of 40 and is worth 10% of your overall grade.
The quiz is timed and you have 60 minutes to complete the quiz.
WINE TOURISM REGION CASE STUDY
Describe the development of a wine region from its inception to becoming a wine tourism destination by mapping it against the Tourism Area Life Cycle (TALC) stages while considering its priorities for attracting its ‘ideal visitor.’
Assignment Details
Part 1 – Regional Profile
Wine Region Information
Tourism & Travel Information
Community Information
Part 2 – Visitor Snapshot
Visitor Statistics
Visitor Profile
Primary Purpose of Visit
Ideal Visitor
Part 3 – Destination Development
Identity & Sense of Place
Reason for Visiting
Location Effects
Wine & Food
Events & Festivals
Supply v Demand
Resilience
Collaboration
Sustainability Initiatives
Part 4 – Summary & Implications
Previous, current, and predicted TALC stage
Priorities for attracting visitors
Style & Presentation
The presentation and writing style should reflect the professional standard expected of post-grad students. Students will be rewarded for succinct logical argument reflecting engagement with relevant readings, text and other relevant materials, correct referencing, appropriateness of references and overall presentation (clarity, spelling, grammar, and punctuation).
DEVELOP WINE TOURISM EXPERIENCES
here are four parts to this assignment.
Develop Wine Tourism Experiences Assignment Guide Download Develop Wine Tourism Experiences Assignment Guide
Part 1A: (20 points) - Develop a hypothetical hero experience for the wine tourism region you are researching. Your experience must include at least one food and one wine component.
Part 1B: (25 points) - Provide a detailed summary incorporating research, analysis, and experience factors.
Part 2A: (20 points) - Develop a hypothetical signature experience for the winery you are researching. Your experience must include a wine sales component.
Part 2B: (25 points) - Provide a detailed summary incorporating research, analysis, and experience factors.
Creativity, Style & Presentation (10 points)
The presentation and writing style should reflect the professional standard expected of post-grad students. Students will be rewarded for succinct logical argument reflecting engagement with relevant readings, text and other relevant materials, correct referencing, appropriateness of references, overall presentation, and creativity regarding your experience choices.
Your assignment should be checked for clarity and correct spelling, grammar, and punctuation prior to submission. It is expected that students will identify a minimum of six references.
WINE TOURISM BUSINESS PLAN
There are two parts to this assignment.
Part 1 – Produce a 2-minute video presentation introducing your winery and wine tourism plan. Use your Wine Tourism Business Plan Overview slide as a guide for your presentation, ensuring you cover the following key points:
Short introduction of your winery, its location, and key people (i.e., owners, managers)
Value proposition – key destination features, what this winery is best known for and its competitive advantage.
Visitor Profile – ideal visitor to this winery and their key characteristics.
Key Recommendations for Implementation
Part 2 – Create a detailed Wine Tourism Business Plan based on the template provided covering each of the key points.
For the purposes of this plan, the word ‘destination’ relates to the ‘winery’ as a wine tourism destination.
Refer to the PowerPoint template provided for guidance regarding structure and content. Create at least one slide to address each of the business areas outlined in the Assignment Guide document below and include imagery where relevant.
Include relevant references and commentary to support your selection of specific courses of action.
Submission
All assessments MUST be submitted via the MyUni course website.Course Grading
Grades for your performance in this course will be awarded in accordance with the following scheme:
M10 (Coursework Mark Scheme) Grade Mark Description FNS Fail No Submission F 1-49 Fail P 50-64 Pass C 65-74 Credit D 75-84 Distinction HD 85-100 High Distinction CN Continuing NFE No Formal Examination RP Result Pending Further details of the grades/results can be obtained from Examinations.
Grade Descriptors are available which provide a general guide to the standard of work that is expected at each grade level. More information at Assessment for Coursework Programs.
Final results for this course will be made available through .
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Student Feedback
The University places a high priority on approaches to learning and teaching that enhance the student experience. Feedback is sought from students in a variety of ways including on-going engagement with staff, the use of online discussion boards and the use of Student Experience of Learning and Teaching (SELT) surveys as well as GOS surveys and Program reviews.
SELTs are an important source of information to inform individual teaching practice, decisions about teaching duties, and course and program curriculum design. They enable the University to assess how effectively its learning environments and teaching practices facilitate student engagement and learning outcomes. Under the current SELT Policy (http://www.adelaide.edu.au/policies/101/) course SELTs are mandated and must be conducted at the conclusion of each term/semester/trimester for every course offering. Feedback on issues raised through course SELT surveys is made available to enrolled students through various resources (e.g. MyUni). In addition aggregated course SELT data is available.
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Student Support
- Academic Integrity for Students
- Academic Support with Maths
- Academic Support with writing and study skills
- Careers Services
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- LinkedIn Learning
- Student Life Counselling Support - Personal counselling for issues affecting study
- Students with a Disability - Alternative academic arrangements
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Policies & Guidelines
This section contains links to relevant assessment-related policies and guidelines - all university policies.
- Academic Credit Arrangements Policy
- Academic Integrity Policy
- Academic Progress by Coursework Students Policy
- Assessment for Coursework Programs Policy
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- Coursework Academic Programs Policy
- Intellectual Property Policy
- IT Acceptable Use and Security Policy
- Modified Arrangements for Coursework Assessment Policy
- Reasonable Adjustments to Learning, Teaching & Assessment for Students with a Disability Policy
- Student Experience of Learning and Teaching Policy
- Student Grievance Resolution Process
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