TO5107 Quality Visitor Experience Management Individual Assessment 1 | JCU

TO5107 Assessment 1: Critical Appraisal/Review

Aligned subject learning outcomes

critically analyse sustainability aspects of visitor experience development and management

TO5107 Requirements for successful completion of this assessment item

Students need to achieve an overall percentage of 50% or more across all assessment tasks, therefore a student may not need to pass this assessment task to pass this subject, but they must make a reasonable attempt.

Students must meet the following criteria to achieve at least a Pass.

• Employs appropriate language and accepted principles of English and APA citation. Communicates clearly and coherently but not always concisely with very few errors in expression and referencing
• All sources are acknowledged with in text citations and proper and complete APA style references.  All direct quotes are identified with quotation marks, author and date and page number. Plagiarism software does not identify issues with close paraphrasing. Uses 5 or fewer direct quotes
• Must include all the sections set out as instructed
  Students must be able to demonstrate that they have made a concerted effort to complete the work required for the assessment (ie. They have used the assigned readings, and conducted additional research required to understand the topic)

Assessment 1: Description - Critical Appraisal/Review

Students will conduct an experience journey mapping exercise (we will go through an example of this process in the week 1 workshop) and analyze visitor reviews and blogs about their experiences at their chosen setting/place (covered in week 2 workshop). Students should use a Gen AI app or program like ChatGPT, or copilot to find and summarize the key themes in at least 50 visitor blogs/reviews that are at least 100 words in length. Students should also find 5 positive and 5 negative reviews/blogs of the required length and use these to demonstrate the themes identified by the Gen AI analysis. Instruct the Gen AI that the information must not be provided by commercial or professional bloggers or sponsored by a destination or business. The aim of the assessment is to develop skills in analyzing visitor perspectives and feedback to identify areas for improvement in experience design. Students should include which Gen AI was used, the instructions given to the Gen AI and the responses as an appendix. The 10 additional blogs/reviews should also be included as an appendix.
The assessment must have the following structure.

• Introduction To the Experience Being Analyzed (400 words)
  Provide a description of the experience being analyzed, its location, it main features and who manages/offers it.
• Experience Journey Mapping Exercise (1000 words)
  Students should describe the main findings of their journey mapping exercise for their chosen experience. This includes:
  -outlining the main stages/episodes in the experience
  -identifying touchpoints
  -highlighting moments of truth and emotional elements

-describing actual and potential points of follow up post experience and
-providing a preliminary listing of any overt/labelled or obvious sustainability measures being taken and/or places where the sustainability of the experience could be enhanced.
Students are encouraged to use figures or journey map templates to help organize this section.

• Description Of the Process of Finding and Coding the Reviews And Blogs (100 words)
  Provide a description of the steps taken to find the 10 reviews/blogs including the sites searched, the search words and phrases used, and the process used to select the set of reviews. Also briefly summarize the details of the GenAI used and how it was used including the instructions and subsequent prompts.
• Identification And Description of The Major Themes (300 words per theme 5-8 themes)
  Each major theme should be described in a paragraph that explains what the theme tells us about the visitor experience exemplified with at least 2 quotes from the 10 specific reviews/blogs to demonstrate that the theme is and how it links to the experience design. The number of themes identified will vary according to the experience and the blogs, but it is expected that at least 5 themes will be identified, and it is recommended that no more than 8 themes be discussed. Students who feel that there are more than 8 themes that are important should consider summarizing the information and illustrative quotes into a table to keep the word length manageable in this section. In this section students should link their themes to the required readings and to relevant academic literature exploring the theme in visitors’ experiences. Students are encouraged to use a GenAI such as Perplexity to find and summarize relevant literature. Details on how to do this will be covered in the relevant tutorial. Again, this usage must be summarized in the Appendix and details on how to do this will be provided in the tutorial.
• Reference List
  References are used in the text to explore the identified must be listed in APA format in this section. It is expected that students will read more widely on themes in visitor experiences found elsewhere to improve their assessment. Sources must be cited in the text and included in the reference list as would be normally done for a research report or essay.
• Appendix Including the Reviews/Blogs Used and Gen AI Responses
  All the reviews/blogs should be copied and pasted into an appendix that is part of the assessment document. Information on the use of the Gen AI should also be included as listed in the earlier section. Failure to include these is an automatic fail for the assessment.

TO5107 Assessment 1: Rubric Marking Criteria