Individual Report and Innovation Plan

1. Assignment Task

You are required to write a report of no more than 2600 words based on the following:

Drawing on the insights learned from Assignment 1 on how innovation operates in and transforms the tourism industries, identify, propose and explain how you would develop and implement a key innovation in an area of the tourism industries or a destination(s) of your choice.

Your proposed innovation/business idea could include any one or combination of the following:

• An idea for a new tourism enterprise that will capture a growing/new market and distinguish it from existing firms

• An idea to improve the performance (eg., profitability, staff satisfaction, social/environmental performance) of an existing firm or destination

• An innovative tourist ‘product’, ‘experience’ or itinerary (linked to a specific destination)

• A travel app or blog; use of social media to enhance business performance

• A marketing strategy or pitch (related to a specific firm or destination strategy) that will help to increase market share/break into new markets.

• A way to enhance the corporate social responsibility and/or the environmental sustainability of tourism

• A novel idea to improve destination performance

You must take care to present and explain your idea paying close attention to the following:

• A brief outline and overview of the principal parameters and characteristics of your chosen business/organisation/destination and the market(s) it operates in.

• Identify and clearly explain the nature of the innovation(s) (technological, digital, organizational, marketing, product or destination development etc…)

• Explain the rationale for the introduction of the innovation(s) in question in relation to key economic/destination trends and competitors (or indeed partners/collaborators).

• Provide a summary of the intended and potential impact the innovation(s) has had on the performance of your chosen business, organisation and/or destination.

2. Assignment Instructions

• You must support your analysis and reasoning with a combination of up-to-date market/business data and the appropriate academic literature.

• Think carefully about the choice of industry sub-sector, type of enterprise or destination.

• You must avoid using anecdotal evidence and sweeping generalisations.

• You must not use Google and Wikipedia as random search engines and/or as a substitute for systematic research using the relevant Library databases. You must also ensure that your essay is properly referenced and that you provide an accurate and comprehensive list of all source material.

Skills: Business Analysis, Business Writing, Market Research, Report Writing, Research Writing

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