Destination Dunedin/Assessment

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Otago Polytechnic - G Block

Image courtesy of leighblackall


Case study - assessment requirements


Write a case study on your organisation.


We would like you (as an individual or as part of a group) to create a case study based around the business that you work for/ or run, incorporating the skills and knowledge you have gained in these seminars.

To start your case study please write an introduction, firstly about yourself and then about the business you are involved with. This should include:

  • Your name, work history, goals,
  • Business: name, size, location, product range, mission statement, qualmark rating etc

Seminar 1

  • Briefly describe the role of the Dunedin City Council in the tourism industry.
  • Discuss how the Dunedin City Council can contribute to the success of your tourism business or organisation.

Look on the Destination Dunedin wiki site - for supporting resources (websites for you to use)

Seminar 2 - With regard to your own organisation please answer the following questions:

  • If a visitor to Dunedin asked you to provide a short explanation of why Dunedin has such a Scottish theme what would you tell them
  • If an author researching the early settlement of Dunedin asked you where they could find out information about the settlement of Dunedin by Maori, Scots and Chinese, what would you advise them?
  • Write a paragraph on the following; provide two questions (which tourists may have asked you) regarding the history of Dunedin. Now think about the answers you provided. Did you know how to answer the question? If not do you now?
  • Does your business in any way reflect, market or utilise any of the destinations history/heritage or culture?

Seminar 3

  • Using the multiplier technique as a guide, draw a diagram to explain how you estimate an expenditure of $500 by a tourist would be divided within your organisation and the flow on effect this has within the community. Please ensure you note any leakage through imported goods, savings, taxes, profits to overseas companies.
  • In the future, what development would assist Dunedin become a more viable destination?

Seminar 4 - Thinking about the tourist attractions visited on the tour answer the following questions (or for those of you who didn't attend think about your own organisation) answer the following questions:

  • what are the challenges presented to a tourist with a disability when they visit (one of the attractions you saw)or your own organisation eg. parking, access, display layout, assistance, equipment
  • challenges presented to a tourist who has basic or no spoken English eg. signage, tour guide language skills (verbal and body language)
  • Did you gain any ideas from your tour that you could utilise for your business?

Seminar 5 -Analyse the way that you handled a complaint in your workplace recently:

  • Describe the situation
  • What complaint handling skills did you use?
  • What good communication skills did you use? What was the outcome?
  • What worked well – what didn’t?
  • What would you do differently?

2. Analyse a selling situation (involving you as the seller) in which you utilised selling skills:

  • Describe the situation
  • Identify the type of selling (eg on-selling, up-selling etc)
  • What selling skills did you use in this situation?
  • Did you close the sale? What technique did you use?
  • What was the outcome?
  • What worked well – what didn’t?
  • What would you do differently?

Use the links provided under "Supporting Resources" (below) for the seminar session

Seminar 6 - Social media marketing


  • Using a tourist attraction in Dunedin (not your own) create a new entry or add to an existing one, on a social media site of your choice. Remember this is not an advertisement so try to make it as informal as possible. eg. Wikipedia, Wikitravel, Facebook etc - you will have to create an account to do this.


  • Create an account (if necessary) on Flickr or YouTube and upload photos or videos (can be both on Flickr of your organisation

  • Please provide a link so that I can look at your entry

Conclusion Please conclude your case study by summarising:

  • how your business could, does, or should capatilise on the benefits of operating from Dunedin
  • what, if anything, you have appreciated learning about Dunedin as a destination
  • how you, personally, can add value to your business from what you have covered in these seminars

Supporting Resources