Length: 4000 words
Description of assessment task
Students provide a case study research design that responds to the media-related industry context described in the accompanying research brief. Students will initially provide an analysis of three original studies, presenting methods examples that they will draw on in their case study design. Students will then present a research proposal using a case study methodology that responds to the industry-related media context presented in the research brief
Part A: Literature review
Select and analyse three relevant scholarly research articles from a journal published from 2012 onwards that propose a methodology relevant to the industry-related media context described in the research brief. Provide a short summary of these three studies and their findings and conclusions, as a collective, somewhat similar to a short literature review. In your analysis, indicate what aspect of each study will contribute to the case study design you propose. Indicate your sources of reference within the body of this summary according to the Harvard system of referencing (Author, year). List the three readings in alphabetical order by first authorâ€s last name in the reference list for the essay at the end. Indicate these three articles in the reference list using asterisks (*).
Part B: Research proposal
Propose a case study research design that responds to the media-related industry context presented in the research brief. To do this you will initially need to identify the aspects of the industry-related media context presented in the research brief that you will respond to. You will then need to generate an appropriate research question and highlight the conceptual construct or theoretical frame you will use to guide your case study approach. In your research proposal you will need to include what methods you will draw upon and provide a description of the data collection approach and instruments you would use. Through a discussion of sampling strategies and consideration of the selection of your research participants or data sources, you will need to demonstrate a cultural sensitivity. You will also need to consider the ethical implications and possible limitations of the methodology you are proposing. You will also need to clearly state how the methodology you propose will achieve the project outcomes.
Please note that this assessment task only requires you to plan-out the design stage (not conduct the data collection and reporting) so you are not actually doing this research. Here you are practicing your research design skills in preparation fort ACX703. Your research proposal is for practice purposes only and you will not be doing this research in your mastersâ€ research units later in your course of study.
This is an individual assignment and NOT a group project and should be worked on accordingly.
Please provide your Name, ID number, campus, and Unit code and the citation of the article under analysis at the beginning of your essay that will be submitted on CLOUD.
The methods topics we have covered to this point and the Topic 6 discussion on case study methodology in the Study Guide will help you with this assignment. The specific modules relevant to your essay will largely depend on the case study approach you generate.
1. Select for analysis THREE peer reviewed, scholarly research articles from the academic databases that present relevant methods discussions and/or study findings. Indicate how these studies will inform the case study design you will propose in response to the industry-related media context presented in the research brief.
2. Analyse each article reporting its research question and rationale, methodological approach, sampling strategies, research population, key findings, ethical considerations and methodological limitations. Highlight what aspects of each article you will draw on to inform your own case study design.
3. Present a case study design that responds to the industry-related media context presented in the research brief. Please note that you are not actually doing this research, either for this unit or for subsequent units in the masters program. You are practicing how to do a research design proposal, these skills will come in handy for ACX703 Designing a communications project.
4. Present your research rationale/aim, question and guiding theoretical framework and ensure you identify your intended research outcomes.
5. In your research design, consider all the elements of chosen methodology including ethical considerations and limitations of the study approach, and how you address them. Provide the data collection instruments, for example developed survey or focus group question sets and/or a coding frame in the appendix.
Your analysis will need to discuss the above areas in an essay format and draw on the textbook, unit materials and additional scholarly resources provided in the unit reading list or through your own research.Use the Harvard system of referencing (or another one consistently applied), providing the sources of your information wherever relevant. The reference list at the end of the essay should include all sources cited within the body of the essay.
Please draw on the literature provided to you in the reading list and other scholarly sources to support your reflective essay. You should aim for a minimum of 10 references in your reference list.
* Format to 1.5 line separation.
* Use headings and subheadings
What the Assessor will be looking for when marking this assignment:
Ability to select and critique the methodologies of three relevant original studies.
Ability to generate a relevant research question to direct your case study design.
Ability to generate an appropriate research design that feasibly responds to the industry-related media context provided, including a discussion of limitations.
Ability to identify and reflect upon and address the relevant ethical concerns raised in the application of research methods to industry problems.
Evidence of having situated the research methods relative to their professional applications and other factors such as social, economic and cultural contexts.
Use of databases, library catalogues and the internet to find relevant and credible sources.
Use of appropriate language, spelling, grammar and written expression.
Capacity to correctly reference a range of literature and information sources (including the consistent in the application of a referencing style, for example Deakin Harvard).
Research rationale- Breif
The tourism sector contributes to the global economy with figures in the trillion of dollars, and moves more than 1.2 billion people every year (UNWTO, 2017). Tourism is becoming ever more competitive as destinations compete to attract market share of tourists, tourist expenditure and economic growth (Morgan & Pritchard, 1998). Pierce & Ritchie (2007) observe the trend in which tourists are becoming more sophisticated and desiring holiday experiences other than simply the â€˜sand, sun and seaâ€. They suggest that in response to this, there is an increasing need for destinations to differentiate themselves from competitors. People need a reason or a rationale to travel, and to travel to one destination over another (Morse, King, & Barlett 2005). One such method that is being adopted by destination marketing organisations (DMOs) world-wide, in an effort to craft and differentiate an identity and to guide this decision making process, is that of destination branding (Morgan & Pritchard, 1998). In their discussion of the prominence of social media as an element of destination marketing organisation marketing strategy, Hays, Page and Buhalis (2013) observe that destination marketing through social media is on the rise at a time when public sector funding cuts are prompting organisations to seek greater value in the way marketing budgets are spent. Consequently they argue that social media offers DMOs a tool to reach a global audience with limited resources. In addition to this, amongst tourists, a growing percentage is setting its eyes on an emerging market: tourism to places of death, disaster and atrocity (Lennon & Foley, 2000). Given the overt experiences of climate crisis globally, regional areas have localised experiences in which natural features and industries are irrevocably transformed through natural or man-made disaster, giving rise to the trend towards Dark Tourism (Martini & Buda 2020).
The research brief
A regional tourism board [your client] would like to establish a contemporary destination marketing approach that can attract market share of tourists via social media to the region. Given the global environmental crisis and its local impacts, they are aware that perhaps one narrative for the region is to focus on a recent crisis. Through this approach they desire to support economic growth, an interconnected fabric of service providers and a sustainable tourism industry that is environmentally aware and supports the region to rebuild after a crisis experience.
Provide comparative examples of appropriate destination marketing campaigns that utilise the narrative of dark tourism.
Identify effective and appropriate social media practices utilised in these campaigns to promote brand identity to wider audiences in the context of a regional crisis.
Evaluate the utility of regional rejuvenation stories in these campaigns as a way to develop a unique selling proposition.
The Client: The regional tourist board in a country of your choice, for example Tourism Victoria in Australia.
Regional crisis: Natural disaster or public health crisis- this could be fire and floods- as is the recent case in Australia, or coronavirus, as is the recent case with Wuhan Province in China.
The location: A visibly recognisable tourist destination in the region that is currently rejuvenating after the crisis.
The tourist market: Identify who the international or national tourism target market is.
Initially, you will need to work with your tutor to define the context of your case study proposal through defining the national context and specific regional tourism board [your client].
Case study methodology
You are required to use the case study methodology as the overarching process through which your industry report will eventually be produced.
Please note the following:
*This assessment task only requires you to plan-out the design stage (not conduct the data collection and reporting).
*Your research proposal is for practice purposes only and you will not be doing this research in your mastersâ€ research units later in your course of study.
In your research proposal, you will need to consider the project constraints presented in the next section and draw upon the range of research methods we have discussed to date in the unit. You may need to compliment these with other data collection techniques or engagement with secondary source materials analysis in your proposal design.
Your research design will need to consider the following parameters that speak to industry priorities.1. Project timeframe: you will have a three-month period from the point of project commissioning to complete your research project2. Cost feasibility: you will need to consider how much the elements of your research design will cost to deploy and provide an itemised cost estimate for your project.3. Methodological considerations: you will need to provide clarity around the limitations and ethical considerations of the methodology proposed.4. Case study methodology: you will need to use of the case study process to incorporate a range of relevant methods and provide thick description.5. Study validity: you will need to provide statements demonstrating how you will address validity within your methodology and clarity around what can be extrapolated from the project findings based upon the data collection process.
Hays, S., Page, S. J., & Buhalis, D. (2013). Social media as a destination marketing tool: its use by national tourism organisations. Current Issues in Tourism, 16(3), 211â€“239. https://doi.org/10.1080/13683500.2012.662215
Martini, A & Buda, DM 2020, ‘Dark tourism and affect: framing places of death and disaster’, Current Issues in Tourism, vol. 23, no. 6, pp. 679-92.
Morgan, N. and Pritchard, A. (1998). â€˜Mood marketingâ€â€“ The destination branding strategy: A case study of â€˜Walesâ€ The Brand. Journal of Vacation Marketing, 4(3), 215-229.
Peirce, S. & Ritchie, B.W. (2007) National Capital Branding, Journal of Travel & Tourism Marketing, 22:3-4, 67-78, DOI: 10.1300/J073v22n03_06
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