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Today's international and domestic tourists seek more than the traditional sun-and-surf destinations. Some of the motivational drivers that destinations now use to attract tourists in an increasingly competitive environment revolve around nature-based experiences, adventure, culture, retailing and entertainment, events, meetings and conventions. Yet for destination marketing and management organisations influencing demand represents just one side of the coin. They must also manage supply side issues private sector investment in tourism facilities, government support of tourism promotion, service quality standards, promotion of information technology to industry and tourism industry support through market intelligence and management advice. Case-studies, guest lectures and in-depth research projects support the learning objectives of this course.