Assessor Resource

SITTPPD009A
Assess tourism opportunities for local communities

Assessment tool

Version 1.0
Issue Date: April 2024


Assessing strategic tourism opportunities for local communities focuses on the overall and long-term operation of tourism as an activity or industry for the community. The assessment might focus on potential tourism developments or on the expansion of current activities.

An assessment would normally be conducted for a particular tourism venue or individual tourism product. However, it could be conducted for a whole region or local area that wants to develop tourism as a new or complementary industry to expand its economic base.

The local community wishing to operate a commercial tourism venture would normally make a request for the assessment. However, the assessment process could be instigated by local and regional tourism or industry organisations. In either case, the assessment is based on a need for communities to make informed decisions about their potential involvement in tourism and the potential for success.

This unit applies to senior tourism industry personnel from local, regional or state and territory tourism organisations, to senior community members and to tourism business management consultants who operate autonomously and have a strategic tourism planning role.

This unit describes the performance outcomes, skills and knowledge required to assess the general costs and benefits of tourism development with or on behalf of local communities. It requires the ability to seek all relevant information about potential tourism developments, critically analyse that information and make it available for community consensus and decision.

No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.

You may want to include more information here about the target group and the purpose of the assessments (eg formative, summative, recognition)

Prerequisites

Nil

Employability Skills

The required outcomes described in this unit of competency contain applicable facets of employability skills. The Employability Skills Summary of the qualification in which this unit is packaged will assist in identifying employability skills requirements.



Evidence Required

List the assessment methods to be used and the context and resources required for assessment. Copy and paste the relevant sections from the evidence guide below and then re-write these in plain English.

The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, the range statement and the Assessment Guidelines for this Training Package.

Critical aspects for assessment and evidence required to demonstrate competency in this unit

Evidence of the following is essential:

ability to assess tourism opportunities for a specific community and determine the potential for success

ability to fully research, analyse and provide information on the full range of issues that relate to the proposed tourism development within a community

detailed knowledge of the tourism industry, including structure and interrelationships, tourism industry networks, information sources, and distribution and marketing networks

ability to consult and communicate with the broad community, key community stakeholders and external stakeholders

project or work activities conducted over a commercially realistic period of time so that the research, analysis and consultation aspects of this assessment of opportunities can be assessed.

Context of and specific resources for assessment

Assessment must ensure:

access to a fully equipped office environment using appropriate computers, communication technology, information programs and publications to facilitate the processes involved in assessing tourism opportunities

access to a community for which tourism opportunities would be assessed or access to comprehensive and sufficient information about that community to allow the candidate to fully assess tourism opportunities

access to current tourism industry data and information sources about tourism market trends and appropriate product match

involvement of key stakeholders, both internal and external to the community so that research and consultation can be achieved.

Methods of assessment

A range of assessment methods should be used to assess the practical skills and knowledge required to assess tourism opportunities. The following examples are appropriate for this unit:

project to fully assess tourism opportunities for a given community

project activities to assess tourism opportunities in conjunction with a local, regional, state or territory tourism organisation, community or industry organisation, or tourism business management consultancy

review of a completed assessment report for a specific community

case studies to assess the candidate's ability to evaluate communities with differing social, cultural and economic structures and issues

case studies to assess the candidate's ability to evaluate community areas with different tourism product bases, and distribution and marketing networks

written and oral questioning or interview to test knowledge such as structure of the tourism industry, tourism industry interrelationships, distribution networks, community communication and consultation processes, and the structures of tourism management organisations

review of portfolios of evidence and third-party workplace reports of on-the-job performance by the candidate.

Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:

SITTPPD008A Develop host community awareness of tourism

SITTPPD010A Develop and implement local or regional tourism plan.

Assessing employability skills

Employability skills are integral to effective performance in the workplace and are broadly consistent across industry sectors. How these skills are applied varies between occupations and qualifications due to the different work functions and contexts.

Employability skills embedded in this unit should be assessed holistically with other relevant units that make up the skill set or qualification and in the context of the job role.

Submission Requirements

List each assessment task's title, type (eg project, observation/demonstration, essay, assingnment, checklist) and due date here

Assessment task 1: [title]      Due date:

(add new lines for each of the assessment tasks)

Assessment Tasks

Copy and paste from the following data to produce each assessment task. Write these in plain English and spell out how, when and where the task is to be carried out, under what conditions, and what resources are needed. Include guidelines about how well the candidate has to perform a task for it to be judged satisfactory.

This section describes the essential skills and knowledge and their level, required for this unit.

The following skills must be assessed as part of this unit:

research skills

high-level communication skills to conduct:

comprehensive and culturally appropriate consultation with local community stakeholders

detailed consultation with external stakeholders

critical thinking skills to facilitate rational and logical analysis of:

input from the broad community, key community stakeholders and external stakeholders

all research information collected.

The following knowledge must be assessed as part of this unit:

general knowledge of the social, cultural and economic impact of tourism

detailed knowledge of the tourism industry, including structure and interrelationships, tourism industry networks and information sources

in-depth knowledge of distribution and marketing networks, especially those that would support any proposed tourism product

in-depth knowledge of the main stakeholders in local, regional, state or territory, and national tourism organisations and the structures of these organisations at each level

current market trends, products and service styles that would meet certain market requirements and customer and tourism industry service and quality expectations for tourism products and services

in-depth knowledge of the current tourism product base for the particular community

the key features of environmentally or culturally sensitive areas in the local or regional area

in-depth understanding of the main stakeholders, the infrastructure within the particular community, and social, cultural and economic aspects of the area

cross-cultural awareness and in-depth knowledge of consultative and communication mechanisms commonly used by organisations and the local community.

The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording in the performance criteria is detailed below.

Appropriate communication methods may involve:

using interpreters

following cultural protocols

face-to-face meetings

limiting the amount of jargon and printed material and using as much visual information as possible.

Community may relate to:

traditional communities on ancestral lands

local residents in urban, regional or rural settings

extended families in urban or rural settings

small groups with common cultural links and interests

individuals who identify with and are accepted by a particular group.

Tourism opportunities cover the full range of tourism development opportunities, including:

tourism retailing operations

tour operations

attractions, events and festivals

accommodation development

visits to the community by external tour operators

community involvement in providing staff for external operations

community involvement in training for the tourism industry.

Information sources may include:

local, regional, state or territory, and federal tourism organisations

local regional, state or territory, and federal tourism and tourism marketing plans

other government agencies

government funding bodies

government and private tourism research bodies

tourism industry associations

destination marketing companies

tour operators, tour wholesalers and inbound tour operators

business management and marketing consultancies

reports on tourism

privately owned tourism businesses

national parks and land management agencies

other local communities

local people

internet.

External stakeholders may include:

wider community

local businesses

local, regional, state or territory, and federal tourism organisations

state, territory or local government authorities

land management and protection authorities

privately owned tourism businesses

tourism industry associations

tourism marketing organisations

destination marketing companies

business management and marketing consultancies

tour operators, tour wholesalers and inbound tour operators

training agencies.

Impact on the community may include:

benefits:

economic benefits to local community

improved local facilities

employment opportunities

cultural benefits, including cultural preservation

visitor education

greater understanding between host and visitor cultures

costs:

trivialisation of culture

effect on social structures

damage to environmentally or culturally sensitive areas.

Consultation with the community may involve:

verbal presentations to individuals or groups

public or community meetings

presentations or talks from specialist advisers

preparation and presentation of comprehensive written reports

preparation and presentation of plain English excerpts from comprehensive written reports

presentation of notes or fact sheets about research findings

copies of information provided from external stakeholders.

Relevant, current and accurate information to be provided to the community must include:

community's proposed tourism products

product and service gaps within the local area and region

current market trends and needs

need for tourism products and services to meet certain market requirements

customer and tourism industry service and quality expectations for tourism products and services

general information on distribution and marketing networks

information on particular distribution and marketing networks that would support the proposed tourism products

analysis of:

community's ability to successfully market their proposed tourism products

community's ability to successfully deliver their proposed tourism products

positive and negative impact of operating the proposed tourism products

summary of all component analyses above and potential for success of the tourism development

information about other communities that have experience in establishing and developing tourism products

recommendations, including any alternative product offerings for the community to consider.

Copy and paste from the following performance criteria to create an observation checklist for each task. When you have finished writing your assessment tool every one of these must have been addressed, preferably several times in a variety of contexts. To ensure this occurs download the assessment matrix for the unit; enter each assessment task as a column header and place check marks against each performance criteria that task addresses.

Observation Checklist

Tasks to be observed according to workplace/college/TAFE policy and procedures, relevant legislation and Codes of Practice Yes No Comments/feedback
Choose appropriate communication methods, consult the local community about the possibility of community involvement in tourism and seek agreement to investigate tourism opportunities. 
Gather information from the community on their proposed tourism products. 
Identify and access general information sources for tourism, tourism market trends and distribution and marketing networks. 
Identify product and service gaps within the local area and region and analyse the potential for future development, based on community proposals. 
Identify current market trends and the need for tourism products and services and analyse the potential for future development, based on community proposals. 
Identify distribution and marketing networks that would support the proposed tourism product and analyse the ability to successfully market the proposal. 
Establish and maintain contacts with relevant people outside the community. 
Exchange information and advice with external stakeholders. 
Consult external stakeholders on customer and tourism industry service and quality expectations for tourism products and services. 
Obtain information from other communities with experience in establishing and developing tourism products and use during analysis and consultation. 
Seek specialist assistance from external individuals and organisations when required. 
Identify and analyse potential economic and social impact on the community. 
Identify and analyse the currently available infrastructure and infrastructure development required to support the delivery of tourism. 
Identify and analyse current skill levels and the need for training or specialist expertise. 
Identify and analyse potential conflicts between tourism and other community values. 
Choose appropriate communication methods and conduct consultation with the community about opportunities and potential tourism developments. 
Provide the community with relevant, current and accurate information to facilitate informed debate and decisions. 
Invite external individuals and organisations to talk to the community where appropriate. 
Make decisions about tourism opportunities within the appropriate timeframe, taking into account all information that has been gathered and analysed. 
Make decisions that reflect the wishes of the community. 
Integrate information collected in the assessment process into future planning of tourism activities. 

Forms

Assessment Cover Sheet

SITTPPD009A - Assess tourism opportunities for local communities
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Assessment Record Sheet

SITTPPD009A - Assess tourism opportunities for local communities

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