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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED QUALIFICATION: 

Advanced Diploma in Tourism Management 
SAQA QUAL ID QUALIFICATION TITLE
104523  Advanced Diploma in Tourism Management 
ORIGINATOR
Central University of Technology, Free State 
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY NQF SUB-FRAMEWORK
CHE - Council on Higher Education  HEQSF - Higher Education Qualifications Sub-framework 
QUALIFICATION TYPE FIELD SUBFIELD
Advanced Diploma  Field 11 - Services  Hospitality, Tourism, Travel, Gaming and Leisure 
ABET BAND MINIMUM CREDITS PRE-2009 NQF LEVEL NQF LEVEL QUAL CLASS
Undefined  120  Not Applicable  NQF Level 07  Regular-Provider-ELOAC 
REGISTRATION STATUS SAQA DECISION NUMBER REGISTRATION START DATE REGISTRATION END DATE
Registered-data under construction  EXCO 0324/24  2024-07-01  2027-06-30 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2028-06-30   2031-06-30  

Registered-data under construction

The qualification content is currently being updated for the qualifications with the status “Registered-data under construction” or showing “DETAILS UNDER CONSTRUCTION” to ensure compliance with SAQA’S Policy and Criteria for the registration of qualifications and part-qualifications on the National Qualifications Framework (NQF) (As amended, 2022). These qualifications are re-registered until 30 June 2027 and can legitimately be offered by the institutions to which they are registered.

 

In all of the tables in this document, both the pre-2009 NQF Level and the NQF Level is shown. In the text (purpose statements, qualification rules, etc), any references to NQF Levels are to the pre-2009 levels unless specifically stated otherwise.  

PURPOSE AND RATIONALE OF THE QUALIFICATION 
Purpose:
The qualification serves two purposes. Firstly, the qualification has been developed to provide for continuing professional development through the inculcation of a deeper and more systematic understanding of current thinking, practice, theory and methodology in an area of specialisation. Secondly it prepares learners for postgraduate study through achieving a closer acquaintance with the theories, methodologies and practices in specific academic disciplines and fields. They will also develop an improved ability to formulate, undertake and resolve more complex theoretical and practice-related problems and tasks through the selection and use of appropriate methods and techniques. The supportive qualification is required to assist learners in performing during their assessments at Level 7.

Rationale:
Globally and also in South Africa (SA), the tourism industry not only employs a large number of people but the industry also grows faster than the rest of the economy. While simple services will be in demand all the time there will always be a need for those who want to improve their understanding of the industry towards a next level.

The National Skills Development Strategy (NSDS) III for 2011 to 2016 follows the integration of higher and further education and skills development into a single Department of Higher Education and Training. The strategy promotes partnerships between employers, public education institutions Further Education and Training (FET) colleges, universities, universities of technology), private training providers and Skills Education Training Authorities (SETAs). Priority is given to strengthening the relationship between public colleges and universities and the SETAs, as well as with employers. It also ensures increased access to training and skills development opportunities and achieves the fundamental transformation of inequities linked to class, race, gender, age and disability in our society. It attempts to address the challenges of skills shortages and mismatches in the country and improve productivity in the economy. The strategy consists of 8 goals, 16 outcomes and 38 outputs to be achieved mainly by SETAs in collaboration with the Department of Higher Education and Training (DHET), FET Colleges, Universities and the National Skills Fund (NSF).

In light of the above, the Higher Education in Regional and City Development, The Free State South Africa, 2012 Organisation for Economic Co-operation and Development (OECD) programme emphasized that universities and other higher education institutions can play a key role in human capital development and innovation systems in their cities and regions. The Higher Education in Regional and City Development, The Free State, South Africa, OECD, 2012 emphasized the key challenges for the Free State and its higher education and training institutions are:
  • How to develop a more inclusive labour market and education system.
  • How to create an economy that can absorb both highly skilled and low skilled population.
  • How to address long-term challenges of poverty, inequity and poor health.
  • How to turn the potential of Higher Education sector into an active asset for the regional development.

    Therefore, higher education provision needs to be better aligned with the needs of the Free State, region by building stronger links between institutions and industries in the region, taking steps to create new enterprises and facilitating transition from informal to formal economy. 
    		•

    LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    Recognition of Prior Learning (RPL):
    RPL of learners will be conducted on an individual basis in accordance with the Recognition of Prior Learning (RPL) policy. A functional system for RPL is in place.

    RPL applications for the institution are received by the Centre for Assessments and Graduations. The candidates are required to complete an RPL application document. Accompanying the RPL application must be certified copies of all previous qualifications and a comprehensive portfolio of evidence, reflecting on extensive work learning. Once the institution's RPL coordinator has deemed the RPL application as being complete, the portfolio will be sent to the Faculty of Health and Environmental Sciences for assessment. The faculty's RPL committee assesses the candidate's portfolio thoroughly against the relevant learning outcomes.

    Entry Requirements:
    The minimum admission requirement for entry into an Advanced Diploma is:
  • An appropriate Diploma at Level 6. 
    		•

    RECOGNISE PREVIOUS LEARNING? 
    Y 

    QUALIFICATION RULES 
    The qualification comprises the following four compulsory modules at Level 7 totalling 120 Credits:

    Compulsory Modules, Level 7, 120 Credits:
  • Strategic Management in Tourism; 32 Credits.
  • Research Methodology I; 24 Credits.
  • Strategic Marketing for Tourism; 32 Credits.
  • Sustainable Tourism and Destination Development; 32 Credits. 
    		•

    EXIT LEVEL OUTCOMES 
    1. Demonstrate the understanding of the individual and corporate issues in strategic change.
    2. Conduct a mini-research project and make a final presentation of the results thereof.
    3. Demonstrate an understanding of the rationale and the steps to implement a tourism marketing project.
    4. Develop a comprehensive plan on aspects of tourism which will be implemented at the various geographical levels. 

    ASSOCIATED ASSESSMENT CRITERIA 
    Associated Assessment Criteria for Exit Level Outcome 1:
  • Explain the importance of individual leadership for an organisation.
  • Discuss the details of the process for formulating strategy components.
  • Discuss various factors that play a role in change dynamics.

    Associated Assessment Criteria for Exit Level Outcome 2:
  • Explain the basic elements and paradigms of proper research.
  • Complete the various preparation processes for a research projects.
  • Plan, structure, organise and implement a research project that is both orderly and according to the prescribed formats.
  • Analyse data collected using an appropriate statistical method or procedure.
  • Write and present a research report done according to the applicable criteria.

    Associated Assessment Criteria for Exit Level Outcome 3:
  • Conduct a Strengths, Weaknesses, Opportunities and Threats (SWOT) analysis of two competitor profiles in view of critical success factors in tourism marketing. Formulate a mission and a set of goal statements for marketing.
  • Explain various components of a strategic marketing project.

    Associated Assessment Criteria for Exit Level Outcome 4:
  • Explain the political aspects of tourism in international terms.
  • Discuss a selected number of development initiatives in international tourism.
  • Formulate a basic development plan for tourism at each of three or four geographical levels.
  • Apply and explain the grading system of South African Tourism and in a guest house environment.

    Integrated Assessment:
    All work and assessment are required to preferably start with situations and required decisions in an industrial setting. This practice enables the qualification and its lecturers to achieve the required integration of assessment which by definition means to:
  • Treat a number of outcomes together.
  • Treat a number of assessment criteria together.
  • Promote an awareness of the connections and relationships between the knowledge, processes and skills inside the different modules.
  • Practice a combination of assessment methods and instruments used to achieve outcome/outcomes.
  • Collect naturally occurring evidence (such as in the workplace setting).
  • Acquire evidence from other sources, such as supervisors' reports, testimonials, portfolios of work previously done, logbooks or journals. 
    		•

    INTERNATIONAL COMPARABILITY 
    This qualification has been compared to similar qualifications in other countries to ensure it is comparable to other qualifications in terms of the learning outcomes, competencies developed and the standard of performance demanded of graduating learners. Countries whose qualifications and courses were looked at included amongst others the Netherlands, Germany, Finland and Ethiopia.
    The Department of Tourism and Event Management, the originator of the qualification, has over a period of almost two decades maintained working relationships with international training institutions in the tourism industries. This qualification has been compared to similar qualifications in other countries to ensure that the South African qualification is comparable to those qualifications in terms of the learning outcomes, competencies developed and the standard of performance demanded of graduating learners. Countries whose qualifications and courses were looked at included amongst others the Netherlands, Germany, Finland and Ethiopia.

    Vrije University, Netherlands: This university if known for its extensive research development and projects especially in Africa. The Strongbow project (Sustainable Tourism based On Natural resource management with Gender Balance towards Women) was is a capacity building project (2011-2015) developed to enhance the ability of Higher Education Institutions (HEIs) to enable them to provide gender sensitive quality education and training in Natural Resources Management, Tourism and Ecotourism. The principal targets of achievement by the project are staff capacity development, curriculum revision, strengthening research skills and demand driven action research methodologies, partnership development and setting up mechanisms for sustainable income generation. One of the core pillars addressed by the project is establishing strong link between education service providers and multi-stakeholders through labour market oriented education and training and demand driven action researches. The following corresponding premasters qualifications are offered by this university: The premaster programme at the School of Business and Economics at Vrije Universiteit Amsterdam is a deficiency programme that aims to provide students the relevant knowledge they require for studying a Master's programme. The premaster programme is similar to the Advanced Diploma and is for students with a Bachelor Degree or a degree from a university of applied sciences, in any subject and for students with a university degree who do not meet all requirements of the master programme. It prepares students for the Master in Business Administration in:
  • Business Administration: Digital Business and Innovation.
  • Business Administration: Financial Management.
  • Business Administration: Human Resource Management.
  • Business Administration: International Management.
  • Business Administration: Leadership and Change Management.
  • Business Administration: Management Consulting.
  • Business Administration: Strategy and Organization.
  • Business Administration: Transport and Supply Chain Management.
  • Study guide Business Administration premaster programme.
  • Entrepreneurship.
  • Finance.
  • Marketing.

    When comparing the mentioned qualifications with the Advanced Diploma in Tourism Management is it clear that all the sub-categories listed is directly related to the Advanced Diploma Tourism Management in terms of content, syllabus and core modules/subjects.

    Hochshule Aalen, Germany: This university of applied sciences offer a variety of international courses and a number of international exchange programmes for students and staff. Students from this university have exchanged since 2012 to CUT. CUT staff members have also had the opportunity to deliver lectures at this university. The courses in International Marketing and sales (up to master's level) follows a similar curriculum with specific focus on (international) marketing, qualitative research, management of business and economics as well as focus of specific markets.

    At Aalen University, there are four areas of studies at the faculty of Management and Business Sciences, which summarises several related fields of study and bundles the issues in teaching, research and administration effectively. The area of studies Business for Small and Medium-sized Companies (BSME) qualifies graduates for managerial and leadership roles in small and medium businesses, as well as for the successful realisation of their own business ideas. A particular emphasis is placed on innovation management, operational success and a sustainable corporate policy. The following study programmes are allocated to the area of studies BSME: Business for Small and Medium-Sized Companies, SME Management, Area of Studies International Business Studies (IBS) which qualifies graduates for management and leadership positions in an international context of a company. Special attention on the one hand is paid to the provision of appropriate professional and linguistic skills as well as on intercultural competences; and on the other hand on a competent handling of business application systems, business processes and information management. The following study programmes are allocated to the area of studies IBS: International Business Studies, International Marketing and Sales and Business Informatics. In comparison with the Advanced Diploma the mentioned qualifications at Aalen Hochshule show similarities within subject content such as management, leadership, marketing and international studies.

    Kajani University of Applied Science, Finland: Currently, a MoU is in place with this university and exchange of students to the Department of Tourism has taken place since 2011 due to the comparability of it learning programmes. Graduate Attributes are also synced and when benchmarked, compares well with that of CUT. The curriculum of this university focuses on product development in tourism, business activities, leadership, tourism service and research methodologies in social sciences. In the School of Tourism and Sports the educational offering in Activity Tourism is unique in Finland. Activity tourism involves experiential activities in natural environments, as well as wellbeing tourism combined with the accommodation and catering business. Here, the university actively develop and modernize service innovations and networks to help companies meet the needs of their customers cost-effectively. We are exergaming pioneers and produce high-quality and reliable applied tourism research in Finland in offering the following degrees: Bachelor's Degree in Tourism and a Bachelor's Degree in Sports and Leisure Management. The aim of the degree in Tourism is that students become experts capable of multidisciplinary cooperation in tourism. The overriding themes of the degree are the development of creativity, responsible tourism entrepreneurship, international competence and self-knowledge as well as adventure in tourism product development. Students will conduct close co-operation within a variety of learning assignments with tourism businesses and operators.

    At the beginning, the studies will focus on basic skills and knowledge accumulation proceeding to applying acquired skills and knowledge. Students study customer-driven and holistic product development and marketing as well as getting to know different cultures for the purposes of international tourism. Tourism consists of many different components, such as accommodation, catering, transport and program services as well as meeting and conference services. The final part of the studies will highlight the application of practical expertise. The degree enables students to choose desired major (specialist) subjects in order to deepen your expertise within different areas of tourism, e.g. Adventure and life experience activities where students learn how to identify essential summer and winter nature and sports tourism activities in Finland, as well as to understand the key requirements of implementing them. How to manage the basic physical skills of different forms of outdoor exercise and how to provide customers with unique and authentic once-in-a-life-time experience. Accommodation business expertise focus on the diversity of the accommodation sector, as well as the impacts of changing operational environments in the sector.

    The Degree in Tourism and Leisure Management consist of basic, professional and optional professional studies, free-choice studies, a thesis and practical training. Practical training can be completed in various public or private sports and exercise related environments. The aim of the degree is that students will become sports and exercise experts. Such professional expertise is based on a multidisciplinary knowledge base, practical expertise and interaction skills. Sports Instructors (UAS) will be able to work independently in sports and exercise related tasks requiring expertise that include challenges such as health promoting exercise, activity tourism, entrepreneurship, sports leadership and communication. They will be proficient in managing and leading complex professional work or projects as well as being able to operate in multidisciplinary and multi-professional teams and networks. When comparing the mentioned qualifications with the Advanced Diploma in Tourism Management the major subject areas co-inside with each other.

    Ethiopia: Arba Mich University, University of Addis Ababa, Jimma University, Mizan Thepe University and Hawassa University: As part of the Strongbow project (as mentioned above) the listed universities were assisted in the alignment and curriculum development of amongst others qualifications in Tourism and Eco Tourism Management. Although curricula provide for its own unique environment within Ethiopia, similarities are found in the major components of the qualifications in tourism development, destination management, research methodology, (international) marketing where applicable, product and service development and general business management and leadership. The following corresponding qualifications are offered in Ethiopia: Bachelor's degree in Tourism Management with majors in Rural and tourism development, mini research project and application to the world of work. Sustainable development and eco-tourism form part of the core curriculum in the 4th year of study. Progression to the Master's degree in Business Management with specialisation in Tourism Management.

    Industry organisations: In the absence of a professional body, benchmarking with recognised national and international organisations and their industry requirements becomes relevant and important. Such organisations include amongst others: ASATA (Association of South African Travel Agents); IATA (International Air Transport Association); SAA (South African Airways); BA British Airways; Travel port Galileo. These trade organisations govern specific requirements within the subsectors of the tourism industry. As major employers of our students' relevant alignment of qualifications ensures employability of students. This learning programme includes specific components which are accredited with the mentioned organisations and in many instances, students will also complete external industry evaluations where relevant. Examples of this include the operation of a global distribution system, knowledge of airfares, the airline industries and travel management.

    All the above mentioned universities and industry organisation examples correspond well with the proposed programmes and provide opportunities for articulation and exchange of students on the different levels of education. It also needs to be noted that this qualification in tourism may, due to the internasionalisation of its curriculum be successfully benchmarked against other international universities.

    Conclusion:
    All the above mentioned universities and industry organisation examples correspond well with the proposed qualification and provide opportunities for articulation and exchange of learners on the different levels of education. 
    		•

    ARTICULATION OPTIONS 
    This qualification offers horizontal and vertical articulation possibilities.

    Horizontal Articulation:
  • Postgraduate Diploma in Tourism Management, Level 7.
  • A Bachelor's Degree, Level 7. Accumulated credits may also be presented for entry into a cognate Bachelor's Degree.

    Vertical Articulation:
  • A Bachelor Honours Degree, Level 8. 
    		•

    MODERATION OPTIONS 
    N/A 

    CRITERIA FOR THE REGISTRATION OF ASSESSORS 
    N/A 

    NOTES 
    N/A 

    LEARNING PROGRAMMES RECORDED AGAINST THIS QUALIFICATION: 
     
    NONE 


    PROVIDERS CURRENTLY ACCREDITED TO OFFER THIS QUALIFICATION: 
    This information shows the current accreditations (i.e. those not past their accreditation end dates), and is the most complete record available to SAQA as of today. Some Primary or Delegated Quality Assurance Functionaries have a lag in their recording systems for provider accreditation, in turn leading to a lag in notifying SAQA of all the providers that they have accredited to offer qualifications and unit standards, as well as any extensions to accreditation end dates. The relevant Primary or Delegated Quality Assurance Functionary should be notified if a record appears to be missing from here.
     
    1. Central University of Technology, Free State 


    All qualifications and part qualifications registered on the National Qualifications Framework are public property. Thus the only payment that can be made for them is for service and reproduction. It is illegal to sell this material for profit. If the material is reproduced or quoted, the South African Qualifications Authority (SAQA) should be acknowledged as the source.