TOUR 2009 SP2, 2016 – Assignment 2 details Reflective report Length: 2500 words (+-10%) Weighting: 40% Due Date: 9.00am Monday 30/May/2016 (Week 12) Aim: The Reflective Report is to enable students to conduct critical reflection on their own experiences to evaluate the event, and to develop management strategies based on their critical analysis. Students need to demonstrate an understanding of the concepts discussed in this course by applying them to their discussion. Students will be graded on their ability to observe and evaluate the event using disciplinary knowledge, and to make relevant and logical recommendations. Task: You are required to choose an event or festival, with the exception of food and wine events and business events, which you can attend during this Study Period or have visited in the last three months (no earlier than December 2015). You must obtain approval from your tutor for the event by Week 6 (Friday 8 April). Those that do not seek approval for an event may be disadvantaged if a poorly selected event results in a less than anticipated mark on the assignment. Congratulations! You are hired as a consultant to the event company of the chosen event for the following tasks. As a consultant, your task is to visit, observe and experience the event as a secret shopper, and report your findings on the following event experiences to the event organisation with recommendations: 1. One best experience at the event which can be further strengthened and maximized to achieve the mission/vision/goals of the event 2. One worst experience at the event which should be improved to achieve the mission/vision/goals of the event Content It is strongly recommended that the report consists of the following content: – Executive summary – Table of Contents – Introduction: the background, aim, and structure of the report – A brief description about the event o Type of event (size & content), location and timing, visitor number etc. o Vision/mission/goals o Key target markets o Motivations of the key target markets o SWOT analysis – The best experience: o What was the best? o Why did you think this experience was the best? o How did you come to have such a good experience? Think about how this experience was arranged by an event management/organisation. o Why do you think this experience, in particular, should be further strengthened and maximised for its success? – The worst experience: o What was the worst? o Why did you think this experience was the worst? 2 o How did you come to have such a bad experience? Think about how this experience was arranged by an event management/organisation. o Why do think this experience, in particular, should be improved for its success? – Recommendations: o How to strengthen the best experience identified o How to improve the worst experience identified – Conclusion – References – Appendices (if any) Note – This report is a reflective report which requires describing your experiences and evaluating and analysing the experiences linked to the relevant concepts/theories. You need to reveal your personal thoughts about your experiences in relation to what you learnt in this course. This assignment is NOT to discuss the event impacts. – The best and worst experiences could be any experiences related to the event”s marketing activities, operation process, or event design etc. Your discussions on the best and worst experiences need to be related to the vision/mission/goals of the event, its key target markets and their motivations. You also need to consider how these aspects affect the event”s success and continuity. – A SWOT analysis should be conducted in consideration of the internal and external environments that the event faces. Provide at least four points for each category (strengths, weaknesses, opportunities and threats). They could be presented in dot point format, but they still need to be explained in a sentence. – It is recommended to use photos of your experience to describe the best and worst experiences of the event. – Your recommendations should be made in line with the event”s marketing, operation, or event planning and development strategies. The factors identified in the SWOT analysis could also be considered for your recommendations if relevant. Recommendations should be practical and specific. – Target markets: Consider geographic, demographic, and psychographic segmentation. – Motivations of target markets: consider both the push and pull motivations. – The discussion and recommendations should be supported with relevant literature or concepts. – At least 8 relevant references (includes minimum use of 5 academic resources) should be used. A full reference list following the UniSA Harvard style should be attached to the report on a separate page at the end. – Print word count at the end of your assignment. – Insert student name (surname in capital letters e.g. Sunny LEE) and student ID number. – The executive summary is normally not more than a page in length and should provide an adequate representation of the entire document in a shortened form. The executive summary is provided on a separate page at the beginning of the report before the Table of Contents. The executive summary is not the introduction. – The executive summary, table of contents, a reference list and Appendixes are NOT included in the word count. – Use Font size 12, Time New Roman, 1.5 line spacing. – Use a report style. – The length is 2500 words (+-10%). 3 Submission – All assignments must be submitted through Gradebook. – No assignment accepted through email. – Check type & size of file o If your file is too large (more than a 3MB), Gradebook will reject it. o Only MS Word files (.doc and .docx) are accepted. No pdf file. o Only one file for each assignment can be uploaded. – Submit early so if you have problems you have time to sort them out. – All assignments uploaded to Gradebook are automatically submitted to Turnitin for text comparison with millions of other documents in the Turnitin database and on the Internet. – Can submit early, check the Turnitin report & resubmit. o Check the Turnitin report if you have a high similarity index. o Must be resubmitted prior to due date & time or will generate late penalty. o Original assignment may need to be deleted before you submit another. o The file name should remain the same, otherwise it will give you 100% Turnitin similarity index. – All late submissions (without extension) will be penalised 10% per day late i.e. every 24 hours (9am next day). – If assignment is submitted 1 minute late or later, it will be penalised 10%. – After 7 calendar days after the due date, the assignment will NO longer be accepted. – A link on how to upload your assignment is available on the course website. Extension – All requests for extensions are to be submitted through Gradebook. – No request for extension accepted through email. – Extensions are only granted by the course coordinator, Dr Sunny Lee, on medical or compassionate grounds e.g. illness, death in the family, etc. – Extensions are not granted on issues regarding computer problems, submission problems, several assignments due on same day/week, work, etc. – Applications for extensions must be submitted through Gradebook before the due date for the assignment and supported by documentary evidence e.g. medical certificate Marking and return – Assignments will be returned to students within three weeks (15 working days) of submission. – Read the feedback sheet carefully before you start writing to understand the expectation and marking criteria. – Re-submission of work is not available in this course.
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