Assignment

Word Count:(or equivalent)

Submission Dates and Times(Day: Date& Time)

Grade & Feedback release

Dates

This assignment has been designed to provide you with an opportunity to demonstrate

your achievement of the following module learning outcomes:

Module

Outcome 3

Assignment Requirements

Overview

Assignment task/s to be completed

The assessment is a 1,500-word written report that requires students to develop a new tourism product for a specific destination.

Destination:  Republic of Ireland 

 

Scenario
You work for a tourism consultancy firm as part of Visit Ireland and have been asked to develop a new tourism product for ONE of the following sectors below:

** Please note that the product idea must link to a destination in The Republic of Ireland**
1) Accommodation – Create a New Hotel Package

2) Full-Service Restaurant – Create a New Menu for a Specific Occasion

3) Airline – Propose a New Destination for an Airline to Work with / Create a New Flight Package

4) Tour Guide – Develop a New Tour for a Specific Attraction

5) Tour Operator – Develop a Package Holiday for a Specific Destination

6) Travel Agent – Develop a Small Historical or Culinary Tour

7) Sporting Events – Develop an Activity around a Specific Sporting Event

8) Eco Tourism – Develop a sustainable or eco-tourism package

9) Festival – Propose an Idea for a New Festival e.g. Food, Music, Cultural

10) Cruise OR  Ferry – Develop a New Cruise or Ferry Package

The Report Should Discuss:

- Detailed descriptions of the product and what it will include

- How the product would be developed

- Product comparison (similar products)

- Visitor Numbers in the destination

- Target audience / clientele / Potential customers

- Images to support the discussion

- Mood board

- Reasoning – Why will the product be successful?

This Task Assesses a Student’s Ability to:
- Demonstrate an understanding of the tourism industry and its future outlooks

-  Annalise trends and predict future developments

- Use relevant sources to support their analysis

- Present a clear and coherent report

The assessment intends to develop students' research, analytical, and academic writing skills, preparing them for further studies and professional roles in the tourism sector. Students are expected to use sources from the provided reading list to support their ideas / discussion.

Introduction:

1) Provide a brief overview of the tourism industry in The Republic of Ireland

2) Outline the sector that you will focus on in the report (e.g. airline / cruise)

3) Briefly introduce your product idea and its potential in your chosen sector

Part 1: Product Description 

This part of the discussion should include a more detailed description of your specific product and what it includes – remember that you can and must use images and other visuals to help support the discussion. Your topic has been allocated by your lecturer. Please only focus on ONE of the prompts below:

1) Accommodation – Create a New Hotel Package:

Your hotel package should be specific e.g. Spa package, honeymoon package, family holiday package OR a package cantered around a specific theme related to the destination. 

1) Provide a more detailed description of the package you intend to create and discuss its unique selling points (USP) – What sets it apart from other products on the market? What does the package include?

 

2) Discuss the existing hotel that will provide the package and justify your choice of hotel – why is your chosen hotel suitable for the package you have developed? Does the hotel offer other package options? How does your package compare to the hotel’s current offerings? How would your new package benefit the hotel?

3) Your package should include one or several of: a room, a service, a meal and an attraction.

2) Full-Service Restaurant – Create a New Menu for a Specific Occasion 
Please develop a menu for a specific function like a wedding, anniversary, conference OR a specific theme related to the destination. 
 

1) Provide a more detailed description of the new menu that you intend to create and discuss its unique selling points (USP) – What sets it apart from other products

on the market? E.G. Is it a set menu? When is it available? What is the incentive for customers to try the new menu?

2) Discuss the existing restaurant that will provide the package. Please justify your choice of restaurant – why is this restaurant suitable for the menu you are proposing? Does the restaurant offer set menus or discounts of any sort? How does your menu compare to the menu that the restaurant currently offers? How would your new menu benefit the restaurant? How will you tailor the menu for your specific function? E.g. wedding, anniversary etc… 

3) Your Menu should have descriptions, indications of the source of the ingredients, and allergy / calorie information. It should include options for starters, main courses and deserts. 

3) Airline – Propose a New Destination for an Airline to Work with and Create a New Flight Package
Please include details on the destinations of departure and arrival, number of passengers, aircraft type and add-ons such as meal service or additional luggage allowances.

1) Provide a more detailed description of the flight package you intend to create and discuss its unique selling points (USP) – What sets it apart from other products on the market? What does the package include? E.g. Flights? Transfers? Airport Lounge? New Departure Destinations? Duration of Flights?

 

2) Discuss the existing airline that will provide the package and justify your choice of airline – why is your chosen airline suitable for the package you have developed? Does the airline currently offer other package options? How does your package compare to the airline’s current offerings? How would your new package benefit the airline? 

3) Your flight package should include destination and point of origin, predicted number of passengers, type of aircrafts and have at least one meal and a service added. 

4) Tour Guide – Develop a New Tour for a Specific Attraction 

Please select an attraction, museum OR art gallery in The Republic of Ireland. Create a specific tour that can allow tourists to explore and learn about the attraction or collections at the museum or gallery. This can be aimed at children, families, couples, large or small groups. 

1) Provide a more detailed description of the tour that you intend to create and discuss its unique selling points (USP) – What sets it apart from other tours market? What does the tour cover? What is included in the package? 

 

2) Discuss the existing attraction, museum or art gallery where the tour will take place and justify your choice of – why is your chosen attraction, museum OR art gallery suitable for the package you have developed? Which aspect of the attraction / museum collection or gallery collection does the tour focus on? Does the institution or attraction currently offer other tour options / how does your idea compare? How would your new tour benefit the attraction or institution?

3) Who is the tour aimed at? How is the tour set up to engage the specific audience? What would draw the target audience to your specific tour?

5) Tour Operator – Develop a Package Holiday for a Specific Destination  

Choose a specific destination in The Republic of Ireland and develop a 10-daypackage holiday that includes, flights, transfers, accommodation, activities and food/drink options for the tourist. This can be aimed at couples, families, solo travelers, budget travelers or tourists looking for premium services / experiences. 

1) Pick a specific destination and provide a more detailed description of the package holiday you intend to create. You need to discuss its unique selling points (USP) – What sets it apart from other products on the market? What does the package include? Are there options to customize the package? 

 

2) Discuss the existing airline / hotel / other businesses that will provide the package and justify your choice of providers – why are they suitable for the package you have developed? Do the hotel or airline offer other package options? How does your package compare to the airline or hotel’s other offerings? How would your new package benefit the providers? 

3) What is the appeal of your package? How will you incentivize customers to book a package holiday over booking each element of their holiday independently? Your package should include transportation, accommodation and a meal option. 

6) Travel Agent – Develop a Small Historical or Culinary Tour
Your adventure tour should be a ‘day trip’ – The discussion should include details on, the historical or culinary theme as well as transport, food/drink, activities and any other materials or services needed to run the tour

1) Provide a more detailed description of the adventure tour that you intend to create and discuss its unique selling points (USP) – What sets it apart from other products on the market? What does the package include? Where is it based? What can participants expect from the experience? 

 

2) Find an existing adventure tour operator in The Republic of Ireland and explain how your product is a good fit for the company. Does the adventure tour operator you will be working with currently offer other package options? How does your package compare to the business’s current offerings? How would your new package benefit the business?

3) What is the appeal of a historical or culinary tour? What is the appeal of your specific package? Your package should include transportation, accommodation, entertainment and a meal option. 

7) Sporting Events – Develop an Activity around a Specific Sporting Event

Please focus on a sport that is popular in The Republic of Ireland and create an activity around this e.g. Hurling / Rugby. Your activity can involve a tour, attending a game/match OR learning about the sport and its history. You can also include details on travel, food/drink and any other materials / equipment needed for the activity.

1) Provide a more detailed description of the activity that you intend to create and discuss its unique selling points (USP) – What sets it apart from other products on the market? What does the activity /package include? Which sport / event is the focus of the activity? What can participants expect from the experience? 

 

2) Discuss the key elements of the package and provide details on transport / food and drink options / access to sporting events e.g. ticketing / what happens after the event? –  Are there any similar packages / activities on the market? How does your package compare to the offerings of competitors? 

3) How popular is the sport in Ireland? What is the history of the sport? How will participants engage with the sport through your experience? Your event should include the location of the event, auxiliary services (food options, music or entertainment, security etc) and the timing of the event. 

8) Eco Tourism – Develop a sustainable or Eco-Tourism Package
Please propose a new package holiday with a focus on sustainable / eco-tourism – this could be designed for a specific customer type e.g. families, couples, group holiday, solo trip. This could also be designed around specific outdoor activities that teach tourists how to respectfully engage with the local environment. 

1) Provide a more detailed description of the sustainable / eco-tourism package that you intend to create and discuss its unique selling points (USP) – What sets it apart from other tour son the market that also focus on sustainable travel? What is the appeal of sustainable or eco-tourism?  

 

2) Discuss the specific location where the tour will be based. You need to justify this choice and emphasis the current offerings and suitability of the destination chosen. How could your idea encourage tourists to consider sustainability whilst traveling? How can you ensure that sustainable practices are followed throughout the different elements of the package? E.G.  Transport, Accommodation, Food/Drink, activities. 

3) ? How would your new package benefit the local environment? Your idea should include the proposed location, theme, services, food options and transportation links, as well as a direct discussion on the benefits of sustainable travel. 

9) Festival – Propose an Idea for a New Festival 

Your discussion should include details on the location of the festival – remember that this should be in a specific location in The Republic of Ireland. You should also provide details on the theme of the festival / what it celebrates e.g. Music? Food and Drink? A specific holiday or element of culture? You also need to provide a hypothetical ‘line-up’ for the first year of the festival. 

1) Provide a more detailed description of the festival that you intend to create and discuss its unique selling points (USP) – E.G.  What sets it apart from other festivals in The Republic of Ireland? What does the ticket price include? What is the appeal of your festival? Are there package options available at the festival? 

 

2) Discuss the specific area that the festival will take place and justify your choice of destination – remember that the destination must be in The Republic of Ireland. Why is your chosen destination suitable for the festival? Are there other festivals that are popular in The Republic of Ireland? How does your package compare to the other festivals? How would your new festival benefit the local area / businesses? 

3) What would be included in the festival / what is the focus? E.G. art, music, history? How will the festival be set up? E.g. multiple stages? One main stage? Tents? Spread across local venues? You can also include a hypothetical ‘line-up’ for the first year of the festival. Please keep in mind that this is the first year of the festival – so, the line-up needs to be realistic. 

10) Cruise – Develop a New Cruise Package

You must design a package for a 7 day trip that utilizes a Ferry or Cruise Line – you must include details on the destinations covered on the route. The discussion should also include details on the type of cruise or ferry package you are offering. E.G. Family, Senior, Adult only (please select ONE) and the activities / amenities included on-board / at each port. 

1) Provide a more detailed description of the package you intend to create and discuss its unique selling points (USP) – What sets it apart from other products on the market? What does the package include? Which destinations are included? What are the amenities on-board? Are there specific activities on-board? 

 

2) Discuss the existing cruise or ferry line that will provide the package and justify your choice– why is your chosen cruise line suitable for the package you have developed? Does the cruise line currently offer other package options? How does your package compare to the cruise line’s current offerings? How would your new package benefit the cruise line?

3) Which destinations are included? What are the amenities on-board? Are there specific activities on-board? What is the benefit of the cruise being tailored to specific customer types? E.g. families, seniors, solo travelers, adult only? 

Part 2 - Target Audience:
This part of the discussion should provide details on your target audience, their motivations and how your product has the potential to attract a specific type of customer. Please use the prompts below:

1) Provide evidence of visitor numbers in your specific destination and discuss the potential for attracting customers into the area using your product. 

2) You should discuss the type of customer / type of tourist that your package would attract and why? 

3) Try to focus on specific tourist typologies (e.g. P log / Cohen) and data / tourist information that is specific to the destination, in order to support this discussion. 

4) You should also discuss tourist motivation (Crompton – Push and Pull Factors or Maslow’s Hierarchy of Needs) and how your product has the potential to motivate tourists to visit the area.

 

Part 3 – Mood Board:

Mood boards are collages of images, typography and other materials used to visually communicate an idea or concept. They are often used to communicate a vision for projects, giving the investor a general idea of what the product should include and look like.

1) Use Microsoft PowerPoint, Canva or Adobe Express to design a mood board that visually communicates the style and aesthetic of the package that you are developing e.g. is it romantic, luxury, budget, rugged? 

 

2) Please include a minimum of 5 images that help to show your vision for the product. Once this has been completed, please insert the Mood Board into your report as an image. 

4) Conclusion:

1) The first part of the conclusion should summaries the findings of the report.

 

2) Re-state the key takeaways from the discussion e.g. The key aspects / potential / appeal of the product.

 

3) End the report by emphasizing why you think the product has the potential to be successful.


 

5) Reference List

Additional Information required to support completing the tasks

Above.

No Front Sheet is to be submitted, or student name or student ID is to appear anywhere in your assignment submission as it will be anonymously marked.

1) This Assignment will be Anonymously marked 

2) This Assignment will have assignments selected for a random VIVA 

Use of Appropriate Sources:

 

1) Please use the sources listed above as well as using the important websites and resources on the Mandatory Sources section of the assignment guide.

 

2) Use credible sources such as academic articles, module reading recommendation, tourism reports, and industry data in addition to the above. Please ensure that all sources are reliable AND relevant to the topics of discussion in the report.


 

Review and Revise:

1) Proofread your report for clarity, coherence, and conciseness.

2) Check for grammatical errors and ensure proper citation of sources – following the CCCU Harvard Referencing Style. 

Submission: This assignment must be submitted in a Microsoft Word Document (.docx) format

Preparation

1.Understand the Requirements of the Assessment:

- Carefully read the assessment guidance to understand the task, word count, and submission deadline.

- Your lecturer will assign you ONE area of focus from the list of topics. 

- Please take some time to familiarise yourself with the topic and ask for clarification from your lecturer if you are unsure of anything.

2.Gather Resources:

- Engage with the sources from the provided reading list.

- Skim through the sources to get an overview of the content 

- Identify information that may be relevant to your assigned topic.

- Read and engage with the relevant sources in more depth – please make sure that the sources you engage with are relevant to the topics of discussion in your report.

3.Create an Outline:

- Plan the structure of your report by creating an outline.

- Follow the step-by-step guidance provided in the next section of the assessment guide

- Adhere to the word count limits in each section to ensure a balanced report.

Please note that you are encouraged to include images, charts, graphs and other visual representations to support your discussion!

 

Please take some time to read over the CCCU Guide to Report Writing and familiarize yourself with the format and conventions of report writing: https://www.canterbury.ac.uk/learning-skills-hub/report-writing

Reference List / Image Reference List 

List all of the sources you have used using Harvard referencing style. 

Please note that you should include every website you visited and every book you have used. If you have not used the information but just read it, do not include that in the list.

Your reference list should have a minimum of 10 references.

 

Make sure to use the Core and Recommended Books and important websites in your reference list.

Click here to refer to the CCCU Harvard Referencing Guide on Moodle if you need more support with referencing. 

Please remember to cite all images or visual elements used in the report using the Harvard Style. You should then add an additional reference list with the heading Image References and list the full references for all images used. Please click here to view a guide on how to reference images in the Harvard Style.

Referencing Style

CCCU Harvard Referencing Style.

Core Reading

Fletcher, J., Fy all, A., Gilbert, D. and Wan hill, S. (2018) Tourism: Principles and Practice. 6th edn. Harlow: Pearson Education Limited.

Holloway, J. C. and Humphreys, C. (2022) The Business of Tourism. 12th edn. London: Sage Publications Ltd.

 

Recommended Reading:

Page, S. J. and Connel, J. (2020) Tourism: A Modern Synthesis. 5th edn. London: Routledge.

Morrison, A. M. and Buhalis, D. (eds) (2023) Routledge Handbook of Trends and Issues in Tourism Sustainability, Planning and Development, Management, and Technology. London: Routledge.

Websites: 

Ecotourism and Sustainable Tourism: https://www.ecotourism.org/

Medical and Wellness Tourism: https://www.medicaltourism.com/

Adventure and Sports Tourism: https://adventuretravel.biz/

Cultural and Heritage Tourism: https://www.unwto.org/

Airlines and Air Travel: https://www.iata.org/

Railway Tourism: https://www.irtourism.com/

Tour Operators and Travel Agencies: https://www.ustoa.com/

Adventure Tourism: https://adventuretravel.biz/

Ecotourism: https://www.ecotourism.org/

Medical Tourism: https://www.medicaltourism.com/

Cultural and Heritage Tourism: https://www.unwto.org/

Sustainable Tourism: https://www.sustainabletourism.net/

Canva.com: Creating a Mood Board: https://www.canva.com/learn/make-a-mood-board/

VIDEO: How to Make Great Mood Boards:https://www.youtube.com/watch?v=fqg5-v2nVrs

Visit Ireland: Visit Ireland | Ireland.ie

Discover Ireland: Plan Your Next Adventure with Discover Ireland

Discover Ireland Accommodation: Find Fantastic Accommodation in Ireland with Discover Ireland

GOV.ie - The Business Environment – Tourism:Tourism - DETE

Tourism Training Ireland – Short Courses: Resources

Failte Ireland: Accessible and Inclusive Tourism

Failte Ireland: Sales and Marketing | Business Supports | Business Support Hub | Fáilte Ireland

Failte Ireland: Customer Service | Business Supports Hub | Fáilte Ireland

Failte Ireland: Climate action

Failte Ireland: Failte Ireland - Tourism News Archive Ireland | Irish Tourism News | Tourism Features

Failte Ireland – Customer Sentiment Report Archive: https://www.failteireland.ie/Research-Insights/Consumer-Sentiment-Reports.aspx

Failte Ireland – Tourism Facts and Figures - Failte Ireland - Tourism facts and figures | Tourism Research & Statistics | Irish Tourism Statistics | Tourism Reports

Failte Ireland – Accommodation Facts and Figures -Failte Ireland - Accommodation Facts and Figures | Tourism Research & Reports

Failte Ireland – Visitor Numbers in Attractions: https://www.failteireland.ie/Research-Insights/Activities/visitor-numbers-to-attractions-dashboard.aspx
Failte Ireland – Accommodation Supply: https://www.failteireland.ie/Research-Insights/Papers-Reports/Accommodation-Supply-Dashboard-2025.aspx

Failte Ireland – Inbound Air and Sea Access: https://www.failteireland.ie/Research-Insights/Papers-Reports/Inbound-Air-Sea-Access-Public-Dashboard.aspx

Failte Ireland – Tourism: Economic Analysis:  Failte Ireland - Economic Analysis | Tourism Research & Reports

Failte Ireland Activities and Attractions: Failte Ireland - Activities and Attractions | Tourism Research and Reports

Failte Focus Insights Library – What Tourist’s Want: https://failte-ireland.scoop.it/topic/what-tourists-want

Failte Focus Insights Library – Accessibility and Inclusion in Irish Tourism: https://www.inclusionbydesign.ie/ourlatestnews

Failte Focus Insights Library – Tourism Industry Sectors:  https://failte-ireland.scoop.it/topic/industry-focus

Failte Focus Insights Library – Tourism Performance: https://failte-ireland.scoop.it/topic/tourism-performance

Failte Focus Insights Library – Sustainability: https://failte-ireland.scoop.it/topic/sustainability

Failte Focus Insights Library – Regional Facts and Figures: Failte Ireland - Regional facts and figures | Tourism Research & Statistics | Irish Tourism Statistics | Tourism Reports

Data.GOV.IE – Ireland’s Open Data Portal: Data.gov.ie

Failte Ireland – Product Development - Attractions: https://www.failteireland.ie/Product-development/Attractions.aspx

Failte Ireland – Product Development – Festivals and Events: https://www.failteireland.ie/Product-development/Festival-and-events.aspx

Failte Ireland – Product Development – Food Tourism: https://www.failteireland.ie/taste-the-island.aspx

Failte Ireland – Product Development – Activities: https://www.failteireland.ie/Product-development/Activities.aspx

Failte Ireland – Webinar: Make the Most of Your Local Greenway: https://www.failteireland.ie/makingthemostofyourlocalgreenway.aspx

Failte Ireland – Masterplan for the Shannon: https://www.waterwaysireland.org/getmedia/06ebcbb4-cb45-482d-949c-e2285307ba8c/Volume-1_Executive-Summary_Tourism-Masterplan-for-the-Shannon.pdf?ext=.pdf

Failte Ireland – Ireland’s Content Pool – Access to free high quality images for marketing resources: https://www.irelandscontentpool.com/

Failte Ireland – Domestic Marketing Campaigns: https://www.failteireland.ie/Marketing-your-business/Marketing-campaigns.aspx

Failte Ireland – Tourism Marketing Resources – Keep Discovering Marketing Toolkit: https://supports.failteireland.ie/business-supports/sales-and-marketing/keep-discovering-marketing-toolkit/

Failte Ireland – Tourism Marketing Resources – Marketing Toolbox: https://www.failteirelandmarketing.ie/#/collections

Failte Ireland – Tourism Marketing Resources – Social Media Marketing Toolkit: https://supports.failteireland.ie/business-supports/sales-and-marketing/driving-domestic-sales/boosting-sales-with-social-media/

GOV.IE – Tourism Policy: https://www.gov.ie/en/department-of-culture-communications-and-sport/policies/tourism/

 

Tourism Ireland - Ireland Unrushed Toolkit: https://www.tourismireland.com/docs/tradelibraries/default-document-library/trade-toolkit---ireland-unrushed.pdf

GOV.IE – Tourism Policy Framework: https://assets.gov.ie/static/documents/tourism-policy-framework-20252030-a38dae8b-f1e6-4719-8929-bba74b7b5b22.pdf

Tourism Ireland – St Patrick’s Day Toolkit: https://www.tourismireland.com/docs/tradelibraries/default-document-library/st-patrick's-day-trade-toolkit-2025-en.pdf

Tourism Ireland – You’re your Heart with Ireland Toolkit: https://www.tourismireland.com/docs/tradelibraries/default-document-library/fill-your-heart-with-ireland-trade-toolkit.pdf

Tourism Ireland – Overseas Markets: https://www.tourismireland.com/overseas-markets

Tourism Ireland – Overseas Tourism Key Facts: https://www.tourismireland.com/research-and-insights/tourism-key-facts

Tourism Ireland – Tourism Facts and Figures: https://www.tourismireland.com/research-and-insights/visitor-facts-and-figures

Tourism Ireland- Market Reviews: https://www.tourismireland.com/research-and-insights/market-reviews

Tourism Ireland - Market Profiles: https://www.tourismireland.com/research-and-insights/market-profiles

Provider Search Tools: 

Get Your Guide: Book Things To Do, Attractions, and Tours | GetYourGuide

Booking.com: Booking.com | Official site | The best hotels, flights, car rentals & accommodations

Sky Scanner: Compare Cheap Flights & Book Airline Tickets to Everywhere | Sky scanner

Tripadvisor:A Hotels - Glostrup - Tripadvisor

Kayak: Cheap Flights: Compare Flights & Flight Tickets | KAYAK

Additional Websites:  
UNWTO Tourism Statistics: https://www.unwto.org/tourism-statistics 
 
UNWTO Tourism Data Dashboard: https://www.unwto.org/tourism-data/unwto-tourism-dashboard  
 

UNWTO Key Tourism Statistics: https://www.unwto.org/tourism-statistics/key-tourism-statistics 
 

Statista – Global Tourism: https://www.statista.com/topics/962/global-tourism/  
 
Forbes Travel Guide:  https://www.forbestravelguide.com/destinations 

 

Further Digital Resources:  

Academic Search Index  

British Library EThOS  

Business Source Complete  

CINAHL Complete  

Communication Source 

eBook Business Collection (EBSCOhost)  

eBook Collection (EBSCOhost)  

Economist 

E-LIS (Eprints in Library & Information Science)  

Entrepreneurial Studies Source 

FT.com 

GOBI E-books  

IndianJournals.com 

Industry Studies Working Papers  

JSTOR Journals 

GBS Library Catalogue  

CCCU Library Catalogue  

Milne Open Textbooks  

SCOAP3 
Supplemental Index