BTM5TCI Tourism Contemporary Issues Programme: Business & Tourism Management Level: Level 5 Module Title: Tourism Contemporary Issues Module code: BTM5TCI Module

BTM5TCI Tourism Contemporary Issues

Programme:	Business & Tourism Management
Level:	Level 5	Module Title:	Tourism Contemporary Issues
Module code:	BTM5TCI	Module Leader: Deputy Module Leader:
Assignment No:	1	Assignment Type:	Case Study Report
Assignment weighting %:	100%	Assignment Word Count: (or equivalent)	4000
Penalties	All penalties that are listed at the end of this document in the Table of Penalties.

Submission Dates and Times (Day: Date & Time)
Summative Deadline	Monday 6^th January 2025 2:00pm BTM5TCI JUN24: Case Study – First Submission Inbox (globalbanking.ac.uk)
Late Submission	Wednesday 8^th January 2025 2:00pm BTM5TCI JUN24: Case Study – Late Submission Inbox (globalbanking.ac.uk)
Resubmission 1	Friday 28^th February 2025 2:00pm BTM5TCI JUN24: Case Study – Resubmission 1 Inbox (globalbanking.ac.uk)
Grade & Feedback Release Dates	All grade and feedback release dates are 21 days after the submission date. If an assignment deadline is Monday 1^st 2:00pm then the grade release date will be Monday 22^nd 2:00pm.

This assignment has been designed to provide you with an opportunity to demonstrate your achievement of the following module learning outcomes:
Module Outcome 1	Identify and evaluate contemporary issues within the tourism industry.
Module Outcome 2	Demonstrate understanding of the changing customer trends and demand characteristics for tourism products and its impacts on supply.
Module Outcome 3	Analyse relevant principles and issues pertaining to the successful operation of contemporary tourism products and its impacts on supply.
Module Outcome 4	Analyse and synthesise new ideas and evaluate implications for the tourism industry.

Assignment Requirements

Overview

This assignment involves preparing a 4,000-word case study report on your understanding of Tourism Contemporary Issues (TCI). You are required to use theories, concepts, and contemporary practices to support your argument. Use examples from the case study (AirBnB) and further research to demonstrate a clear understanding of contemporary tourism, including demographic changes and trends in consumer demand, expectations and sustainability issues, the development of contemporary tourism products, and issues around governance in tourism.

The report must be submitted in Microsoft WORD format. You must include appropriate in- text citations and references according to the CCCU Harvard Referencing Style.

Assignment tasks to be completed

WHAT YOU ARE BEING ASKED TO DO?

You are required to study the case and then write a report of 4,000 words (this can be over or under by 10%, i.e., 400 words) in relation to your analysis of the case organisation:

Identify and evaluate contemporary issues affecting Airbnb, with clear examples and theoretical backing.
Understand and analyse customer trends and their influence on Airbnb’s services and community impacts.
Evaluate the impacts (economic, social, environmental) of Airbnb on host communities and suggest sustainable tourism practices.
Analyse and synthesize new ideas to recommend future sustainable strategies for Airbnb as it navigates contemporary challenges.

Additional information required to support completing the tasks above

This Assignment Brief should be used in conjunction with the Assignment Guide as its purpose is to provide guidance as to how best to respond to the requirements of the assignment. Both documents give an indication of what the marker will be looking for in the piece of work.
The task requirement is a report, not an essay or reflective journal. You must therefore ensure that your structure, outline, content, style and presentation accord with academic writing conventions for a report.
Headers, bullet points, pictures and graphs, bold or italics fonts should be used where appropriate in the report. Table of contents is also required.
Ensure appropriate formatting. For example, you should use 12-point font size, 1.5 line spacing and distribute your text evenly between margins.
You must use the correct Canterbury Harvard Referencing Style for your in-text citations and reference list.
Make sure you proofread and edit your work prior to final submission to avoid grammar, spelling, punctuation, and in-text citation mistakes as well as to ensure that you have covered everything.
You must use a minimum of 20 sources including textbooks, journals and other academic/credible published and web sources.
Do not use Wikipedia, unverifiable blogs or any software to generate your work.
Make sure you adhere to the required word count of the case study report (4,000) +/-10%, as 10 marks will be deducted from your total grade, if you exceed the required word count (i.e., if you exceed 4400 words) and your grade will be capped at 40%, if you write below the required wordcount (i.e., if you write below 3600 words) and the marker cannot identify if the learning outcomes have been met.

Mandatory Referencing and Research Requirements

Referencing Style

CCCU Harvard Referencing Style.

Mandatory Sources to be included in the Assignment

Core texts

Cooper, C. & Hall, M. (2018) Contemporary Tourism: an international approach. 4^th edn. Oxford: Goodfellow Publishers

Fletcher, J et al, (2018) Tourism: Principles and Practice. 6^th edn, Harlow:Pearson

Recommended texts

Edgell, D. (2016) Managing Sustainable Tourism: A legacy for the future, 2^nd edn, London: Routledge
Fennell, D.A. (2020), Ecotourism, 5^th edn, Routledge
Cros, H. and McKercher, B. (2020) Cultural Tourism: A Legacy for the Future, 2nd edn, London: Routledge
Hall, M and Lew, A. (2009) Understanding and managing Tourism Impacts: An Integrated Approach, Routledge

Websites:

Tourism Management Institute (www.tmi.org.uk)

Journals:

Journal of Sustainable Tourism
Journal of Tourism and Cultural Change
Journal of Tourism Futures

Further Digital Resources

Academic Search Index
Aphasiology Archive
Archive of European Integration
arXiv
British Library Ethos
Business Source Complete
CINAHL Complete

Additional resources / journals

Belk, R. (2014). You are what you can access: Sharing and collaborative consumption online. Journal of Business Research, 67(8), 1595-1600.
Cheng, M. (2016). Sharing economy: A review and agenda for future research. International Journal of Hospitality Management, 57, 60-70.
Dolnicar, S. (2019). A review of research into Airbnb: Launching the sharing accommodation sector. Annals of Tourism Research, 75, 248-264.
Frenken, K., & Schor, J. (2017). Putting the sharing economy into perspective. Environmental Innovation and Societal Transitions, 23, 3-10. https://doi.org/10.1016/j.eist.2017.01.003
Gössling, S., & Hall, C. M. (2019). Sharing versus collaborative economy: How to align Airbnb and sustainability? Journal of Sustainable Tourism, 27(7), 1101-1119.
Guttentag, D. (2015). Airbnb: Disruptive innovation and the rise of an informal tourism accommodation sector. Current Issues in Tourism, 18(12), 1192-1217.
Guttentag, D. (2019). Progress on Airbnb: A literature review. Journal of Hospitality and Tourism Technology, 10(4), 814-844.
Karlsson, L., & Dolnicar, S. (2016). Someone`s been sleeping in my bed. Annals of Tourism Research, 58, 159-162.

Lee, D. (2016). How Airbnb Short-Term Rentals Exacerbate Los Angeles`s Affordable Housing Crisis: Analysis and Policy Recommendations. Harvard Law & Policy Review, 10, 229-253.
Martine Bakker & Louise Twining-Ward, 2018. “Tourism and the Sharing Economy,” World Bank Publications – Reports 30452, The World Bank Group.
Nieuwland, S., & van Melik, R. (2020). Regulating Airbnb: How cities deal with perceived negative externalities of short-term rentals. Current Issues in Tourism, 23(7), 811-825.
Richards, G. (2020). Designing creative places: The role of creative tourism. Annals of Tourism Research, 85, 102922.
Wachsmuth, D., & Weisler, A. (2018). Airbnb and the rent gap: Gentrification through the sharing economy. Environment and Planning A: Economy and Space, 50(6), 1147-1170.

Format of your submission and how your assignment will be assessed

This assignment should be submitted electronically via Moodle (module tutors will discuss this process with you during class time).

You must submit your work in Microsoft WORD document format.
You can submit your work as many times as you like before the submission date. If you do submit your work more than once, your earlier submission will be replaced by the most recent version.
Please ensure that you have submitted your work in the correct link on the assessment tab. Also note that students may be penalised for submitting their assessments in the wrong link.
Once you have submitted your work, you will receive a digital receipt as proof of submission, which will be sent to your forwarded e-mail address (provided you have set this up). Please keep this receipt for future reference, along with the original electronic copy of your assignment.
You are reminded of the University’s regulations on academic misconduct, which can be viewed on the University website: Academic Misconduct Policy. In submitting your assignment, you are acknowledging that you have read and understood these regulations.
It is the complete and sole responsibility of the student to upload their assessment to Turnitin for Marking prior to the specified deadline. Students should not request lecturers to submit assessments on their behalf as they are unable to do so.
To avoid uploading issues, students should aim to upload their assessment several hours prior to the deadline to avoid Turnitin issues around the deadline time or accidentally submitting to the wrong submission link. It is recommended to check that the assessment that has been uploaded is able to be read after you have uploaded it and if not to re-upload it. Contact the SST on your campus if you have any issues.
Any assessment submitted after the specified deadline will incur a late penalty as specified in CCCU Academic regulations unless prior approval has been granted for Exceptional Circumstances.

Your work will be assessed on the extent to which it demonstrates your achievement of the stated learning outcomes for this assignment (see above) and against other key criteria, as defined in the University’s institutional grading descriptors. If it is appropriate to the format of your assignment and subject area, a proportion of your marks will also depend on your use of academic referencing conventions.

If you fail this assessment, you will have to resubmit an Individual assignment. This assignment will be marked according to the grading descriptors for Level 5.

Submission Requirements

Submission Platform

This assignment should be submitted electronically using Moodle to the Module Submission link.

This assignment will be subject to Anonymous Marking by lecturers therefore you should not upload any front sheets for this assignment or put any information into the assignment brief that identifies you either by name or student ID.

This assignment will be subject to Random VIVA selection. You will be asked to attend a meeting to demonstrate your knowledge of the assignment which should take no longer than 20- 30 minutes. Please note that failure to attend the meeting means that the assignment will be graded zero until you have attended.

Submission Date & Time

All submission & resubmission dates and time are as stated at the beginning of this Assignment Brief.

You should submit your assignment for all deadlines earlier than 2:00pm on the date stated.

Late submissions can be accepted for Summative Submissions only up to a maximum of 2 working days after the submission deadline. This does not apply to resubmission deadlines. 10 marks deduction will be made by CCCU for all late submission.

Work submitted more than 2 working days after the deadline will not be accepted and will be recorded as non-submission.

Assignments submitted to Resubmissions deadline will be capped at 40 by CCCU.

If you are affected by events which are unexpected, outside your control and short-term in nature (i.e. lasting one to two weeks), under the exceptional circumstances procedure you may be eligible for:

A seven (7) day extension to your coursework (via self-certification request).
A fourteen (14) day extension to your coursework (via evidence-based request).
To defer your exam or time-constrained assessment if you have not yet submitted/attempted it (via self-certification or evidence-based request).
To re-take an exam/time-constrained assessment, if you feel your performance on your first attempt was negatively impacted (via impaired performance request).

Please note students are only eligible to have a maximum of 2 self-certification requests per academic year.

You can make a self-certification request up to 14 calendar days before your deadline:

for coursework it must be not later than 2pm on the deadline date
for exams and time-constrained assessments, the request must be submitted no later than the start time of the assessment.

Table of Penalties
Issue with the Assignment	Penalty to be Applied
Suspected Academic Misconduct or Breach of Academic integrity	The Assignment will be graded zero. Written feedback will be ‘This assignment has been identified as potential Academic Misconduct/Breach of Academic Integrity. You will be invited to a meeting to discuss’. You will be invited to a meeting with an academic Misconduct reviewer. When you attend the meeting if Academic Misconduct or the breach of Academic Integrity is upheld you will be asked to rewrite the section of the assignment it applies to and re- submit the assignment. Do not upload any assignments to the AMC submission links before the meeting otherwise it will be removed. Failure to attend the meeting means the assignment will remain graded at zero and you will be unable to pass the module until you have attended the meeting.
The assignment is more than 10% over the prescribed wordcount i.e. for 3,000 words, if 3,400 is submitted excluding the cover page, table of contents, references and appendices.	A 10-mark deduction applied to the overall grade that is manually entered by the Lecturer. This deduction is capped at 40%, which means an assignment cannot get less than 40% if a deduction has to be made. For example, if the mark for the assignment was 60. The lecturer would deduct 10 marks and the mark will be 50. Written feedback will also state ‘This assignment is 10% over the wordcount and 10 marks have been deducted’.
Where assignments are more than 10% less than the prescribed wordcount and lecturers cannot identify if the learning outcomes have been met.	This assignment will be graded below 40.
Where a student submits a .pdf instead of a word document.	This assignment will be graded a Fail. The lecturer will grade as 1 and the written feedback will state ‘This is a pdf submission and is not allowed. All submissions should be in Microsoft Word format’.
Students not working in their groups as agreed by the lecturer.	This assignment will be graded a Fail. The lecturer will grade as 1 and the written feedback will state ‘This submission was not completed in the designated group’. *Please note: Where a student has asked the lecturer to move from their original group and the lecturer has agreed this does not apply.*
For a presentation assignment that requires oral delivery, and the student does not present in person.	The Oral rubric criteria is not moved, and the oral criteria will remain at zero.
For a presentation assignment and the student does not upload a converted PPT To Word File with speaker notes.	The communication rubric criteria is not moved, and the communication criteria will remain at zero.
For a presentation assignment that requires oral delivery, and the student did not present on the day or upload the presentation to a Word document with speaker Notes.	This assignment will be graded a Fail. The lecturer will grade as 1 and the written feedback will state ‘There was no Oral presentation in class and the submission was not converted to Microsoft Word’.

For a presentation assignment the student uploads a file that contains no slides and is simply continuous text.	This assignment will be graded a Fail. The lecturer will grade as 1 and the written feedback will state ‘There are no slides present in the assignment submission’.
If the assignment is group work and the resubmission is not changed to individual work. If a group assignment is failed, then the resubmitted work must be changed by a minimum of 25% to make it an individual piece of work. This means if a Group Presentation is 12 slides a minimum of 3 must be different to the group submission. If the assignment is a Group Poster with 6 text boxes, then a minimum of 2 of them must be different to the Group Poster.	This assignment will be graded a Fail. The lecturer will grade as 1 and the written feedback will state ‘This resubmission should be individual and a minimum of 25% of the assignment has not changed’.
Where a written assignment has text that is unable to be read by Turnitin because it is either a graphical image (excluding Presentations & Posters); for example, a screenshot or the assignment is written within text boxes on each page.	This assignment will be graded 0 and the written feedback should state ‘This assignment is unreadable by Turnitin and cannot be checked for Academic Misconduct. It has been referred for an AMC meeting’. The assignment will then be referred for Academic Misconduct investigation.
An assignment that does not make use of any Mandatory references provided in the assignment brief/Module Handbook.	The reference rubric criteria is not moved and that criteria will remain at zero
An assignment has a reference list, but no citations.	The reference rubric criteria is not moved and that criteria will remain at zero. Written feedback should state ’The reference criteria has been graded Zero as no citations have been used. Please include citations in your assignment to support the academic points being made’.
An assignment has no citations and no reference list.	Foundation & Level 4 – The reference rubric criteria is not moved and that criteria will remain at zero. The written feedback will state ‘Please ensure that you use citations and references to support your assignment submission’. At Level 5 and Level 6 this would be graded as a Fail. The lecturer will grade as 1 and written feedback will also show ‘This assignment has no citations and no reference list’.
Where False references are included in an assignment.	This will be referred for Academic Misconduct. This assignment will be graded 0 and the written feedback should state ‘This assignment contains false references and has been referred for Academic Misconduct. You will be invited to attend an Academic Misconduct meeting’.
Assignment is submitted after the Late Deadline or if it is a Resubmission, after the Resubmission deadline	This assignment will be graded a Fail. The lecturer will grade as 1 and written feedback should state `This assignment was submitted after the deadline. Please resubmit at the next resubmission opportunity.`

Student Integrity and Academic Misconduct

The values of student integrity expected by CCCU are:

Honesty – being clear about what is your work and where your ideas come from other sources.
Trust – others can have faith in you being open about your work and acknowledging others’ work.
Fairness – you do not try to gain an unfair advantage in using others’ work.
Responsibility – you take an active role in applying the principle of Academic Integrity to your work.
Respect – you show respect for the work of others.

Peer-support:

Students might choose to get support from their peers when preparing assessments, such as discussing the subject of the assessment, exchanging ideas, and receiving suggestions for improving the work. This is peer-support, and the University accepts this as a reasonable expectation when completing assessments. However, peers must not make any changes to anyone’s assessments as such actions could lead to allegations of academic misconduct.

Use of English as the medium of assessment:

Students cannot write an assessment in another language and subsequently translate their work into English or have it translated by any form of third-party. Use of translation software or third-party translators is a form of academic misconduct.

Artificial Intelligence (AI):

Students must write the entire assessment without using AI software such as ChatGPT. Submitting an assessment that contains any form of AI is a form of academic misconduct.

Proofreading:

Students can make use of Microsoft Word’s grammar and spell-checking functions but the use of Grammarly is not allowed as it uses AI text generation. If students use third-party proofreaders, these cannot make any changes that alter the assessment in anyway including correcting language or citation format errors. Third-party alterations to the assessment are a form of academic misconduct.

Plagiarism

Plagiarism can be defined as incorporating another person’s material from books, journals, the internet, another student’s work, or any other source into assessment material without acknowledgement. It includes:

Using exactly the same words (sentences, phrases or even expressions not in everyday use, invented or created by an author to explain an idea) as used originally
Rephrasing by making slight adjustments
Paraphrasing in a way which may deceive the reader as to the source.
Plagiarism in whatever form it takes is form of academic misconduct.

Collusion:

If students submit work for assessment that is falsely presented as the student’s own work but was jointly written with somebody else; this is a form of academic misconduct.

Duplication/Self-Plagiarism:

The inclusion in assessments of a significant amount of identical or substantially similar material to that already submitted for assessment by the student and graded for the same course or any other course or module at this University or elsewhere is classed as self-plagiarism. It does not include a resubmission of the same piece of work allowed by the examiners in an improved or revised form for reassessment purposes. Self-plagiarism is a form of academic misconduct.

Further clarification of the above can be found in CCCU’s Academic Misconduct documents below

CCCU Student Academic Misconduct Procedures can be found below: Please click the link to Open.

https://www.canterbury.ac.uk/asset-library/policy-zone/Student-Academic-Misconduct-Procedures-staff-students.pdf

CCCU Student Academic Integrity Policy can be found below: Please click the link to Open. https://www.canterbury.ac.uk/asset-library/policy-zone/Student-Academic-Integrity-Policy.pdf

Marking Rubric

Also see Moodle for the Assignment Marking Rubric.

Assignment Requirements

Overview

This assignment involves preparing a 4,000-word case study report on your understanding of Tourism Contemporary Issues (TCI). You are required to use theories, concepts, and contemporary practices to support your argument. Use examples from the case study (Airbnb) and further research to demonstrate a clear understanding of contemporary tourism, including demographic changes and trends in consumer demand, expectations and sustainability issues, the development of contemporary tourism products, and issues around governance in tourism.

The report must be submitted in Microsoft WORD format. You must include appropriate in-text citations and references according to the CCCU Harvard Referencing Style.

Assignment tasks to be completed

Case Study: Airbnb – Navigating Contemporary Issues

The case study focuses on analysing Airbnb`s role within the contemporary tourism industry. By evaluating Airbnb`s business model, the report aims to explore the challenges and opportunities it faces, including regulatory pressures, community impacts, and sustainability issues. The goal is to apply relevant tourism management theories to provide a comprehensive understanding of how Airbnb operates and adapts within the ever-changing tourism landscape.

Airbnb, founded in 2008, is a peer-to-peer platform that allows property owners to rent their homes, apartments, or rooms to travellers, thereby transforming how people experience accommodations (Guttentag, 2015). Operating in over 220 countries, Airbnb has grown to be a significant player in the tourism sector, offering unique and personalized experiences to travellers worldwide (Dolnicar, 2019). Its business model leverages the sharing economy, allowing individuals to monetize underutilized properties, thereby democratizing access to tourism revenue (Martin, 2016).

However, Airbnb faces several contemporary issues that affect its operation and the broader tourism ecosystem. One key issue is regulatory challenges. Cities worldwide, including Amsterdam, Barcelona, and New York, have implemented stringent regulations to control Airbnb’s operations (Nieuwland & van Melik, 2020). These restrictions aim to address concerns such as housing shortages, rising rental prices, and loss of community character. Gentrification is another pressing issue. As more tourists occupy residential neighbourhoods, local communities often face displacement due to rising costs (Wachsmuth & Weisler, 2018). Furthermore, competitive pressures from traditional hotels and emerging rental platforms like Vrbo have pushed Airbnb to continuously adapt its offerings. These challenges directly influence Airbnb`s ability to operate sustainably while remaining profitable.

Airbnb’s innovative business model also intersects with environmental concerns, particularly in areas of waste management, energy consumption, and the preservation of local cultures (Gössling & Hall, 2019). The sheer volume of tourists booking through Airbnb raises questions about the sustainability of urban neighbourhoods and the unintended consequences of overtourism. Consequently, Airbnb must balance expansion and community relations, while adhering to responsible tourism practices.

The demand for Airbnb services is driven by several evolving consumer trends. The rise of the sharing economy and a desire for more authentic travel experiences have significantly contributed to Airbnb’s popularity (Belk, 2014). Tourists today are increasingly seeking unique stays that offer more immersive experiences, such as staying in local neighbourhoods rather than commercial tourist districts. This shift reflects the consumer preference for culturally rich and personalized travel experiences (Bakker & Twining-Ward, 2018).

Airbnb also appeals to digital nomads and remote workers, a demographic that has grown rapidly in the wake of the COVID-19 pandemic (Richards, 2020). These individuals prioritize flexibility and are drawn to Airbnb’s offerings of extended stays, affordable accommodations, and home-like amenities such as kitchen facilities and workspaces.

As these demand characteristics evolve, Airbnb has adapted its supply strategies accordingly. The platform has expanded its offerings to include Airbnb Experiences, which allows hosts to offer local tours and activities, thus catering to the traveller’s desire for more in-depth cultural engagements (Cheng, 2016). Moreover, Airbnb has focused on recruiting new hosts, particularly in underrepresented areas, to diversify its supply and capture untapped markets.

Airbnb’s operations have both positive and negative effects on host communities. Economically, Airbnb provides a significant source of income for property owners, enabling residents to benefit directly from the tourism economy (Frenken & Schor, 2017). Additionally, local businesses, such as cafes, restaurants, and attractions, also benefit from increased spending by Airbnb guests. These economic gains are particularly evident in less-touristed areas, where traditional hotel infrastructure may be limited.

On the social front, however, Airbnb’s presence can disrupt communities. In urban areas, the rapid growth of Airbnb listings has been linked to rising rental prices and reduced housing availability for residents (Lee, 2016). This phenomenon, often referred to as gentrification, has led to residents being displaced and neighbourhoods losing their cultural identity (Wachsmuth & Weisler, 2018). In some cases, residents have reported a reduction in quality of life due to increased noise levels, overcrowding, and a transient population of tourists who may not engage with local norms or values.

Environmentally, Airbnb faces scrutiny regarding its impact on urban infrastructure and resources. Unlike hotels, which are often required to adhere to environmental regulations, individual Airbnb hosts may lack the incentives or knowledge to implement sustainable practices (Gössling & Hall, 2019). This can lead to increased waste generation, excessive water consumption, and carbon emissions from energy use in properties rented through the platform.

To address the challenges it faces, Airbnb has implemented various innovative strategies. One such initiative is the introduction of Airbnb Plus, a premium service that includes verified homes that meet higher quality standards, aimed at improving customer experience (Karlsson & Dolnicar, 2016). This initiative helps address consumer concerns regarding consistency and quality, which have historically been drawbacks of the peer- to-peer accommodation model.

Airbnb also uses data analytics to optimize its service offerings. By analysing booking data, customer reviews, and host performance, Airbnb continually adapts its platform to meet customer needs and improve service quality (Guttentag, 2019). For example, during the COVID-19 pandemic, Airbnb shifted its focus to longer-term stays, recognizing the growing number of remote workers looking for flexible living arrangements (Richards, 2020). This shift helped mitigate losses during a period when short-term travel was heavily restricted.

Moreover, Airbnb has sought to address regulatory challenges by working with city governments to develop responsible hosting frameworks. For instance, Airbnb has implemented caps on the number of nights properties can be rented in certain cities and developed systems to collect tourist taxes on behalf of hosts (Nieuwland & van Melik, 2020). These measures are aimed at building a more cooperative relationship with local authorities and reducing the negative externalities of short-term rentals.

Looking forward, Airbnb must continue to adapt to evolving tourism trends and regulatory environments. To ensure long-term sustainability and community relations, Airbnb should consider the following recommendations:

Strengthening Community Relations: Airbnb should continue collaborating with city governments and community groups to mitigate negative impacts on housing availability. Implementing community funds, where a portion of Airbnb revenue is reinvested into local projects, could help improve public sentiment and balance tourism benefits (Wachsmuth & Weisler, 2018).

Promoting Sustainable Practices: Airbnb should expand its efforts to promote sustainable hosting practices. This could include incentives for hosts who adopt environmentally friendly measures, such as energy-efficient appliances, waste reduction initiatives, and water-saving technologies (Gössling & Hall, 2019). Offering sustainability certifications could also encourage more hosts to participate in green initiatives.

Expanding Beyond Urban Centres: To alleviate the pressures of overtourism in popular cities, Airbnb should focus on expanding its presence in rural and less-touristed areas. This shift can help distribute the economic benefits of tourism more evenly, while also providing travellers with new and unique experiences (Bakker & Twining-Ward, 2018).

Enhancing Quality Control: Introducing more comprehensive host training programs and maintaining strict quality standards can enhance guest experiences (Karlsson & Dolnicar, 2016). By educating hosts on hospitality and sustainability best practices, Airbnb can ensure that its services consistently meet customer expectations.

	In conclusion, Airbnb has revolutionized the tourism and hospitality industry by capitalizing on the sharing economy and responding to consumer demands for authentic, personalised experiences. However, its growth has not been without challenges. By addressing regulatory concerns, minimising negative community impacts, and promoting sustainable practices, Airbnb can continue to play a leading role in the future of tourism while contributing positively to the communities in which it operates. WHAT YOU ARE BEING ASKED TO DO? You are required to study the case and then write a report of 4,000 words (this can be over or under by 10%, i.e., 400 words) in relation to your analysis of the case organisation: Identify and evaluate contemporary issues affecting Airbnb, with clear examples and theoretical backing. Understand and analyse customer trends and their influence on Airbnb’s services and community impacts. Evaluate the impacts (economic, social, environmental) of Airbnb on host communities and suggest sustainable tourism practices. Analyse and synthesize new ideas to recommend future sustainable strategies for Airbnb as it navigates contemporary challenges.
Additional information required to support completing the tasks above	Important: 1. This Assignment Guide should be used in conjunction with the Assignment Brief as its purpose is to provide guidance as to how best to respond to the requirements of the assignment. Both documents give an indication of what the marker will be looking for in the piece of work.
	2. The task requirement is a report, not an essay or reflective journal. You must therefore ensure that your structure, outline, content, style and presentation accord with academic writing conventions for a report.
	3. Headers, bullet points, pictures and graphs, bold or italics fonts should be used where appropriate in the report. Table of contents is also required.
	4. Ensure appropriate formatting. For example, you should use 12-point font size, 1.5 line spacing and distribute your text evenly between margins.
	5. You must use the correct Canterbury Harvard Referencing Style for your in-text citations and reference list.
	6. Make sure you proofread and edit your work prior to final submission to avoid grammar, spelling, punctuation, and in-text citation mistakes as well as to ensure that you have covered everything.
	7. You must use a minimum of 20 sources including textbooks, journals and other academic/credible published and web sources.
	8. Do not use Wikipedia, unverifiable blogs or any software to generate your work.
	9. Make sure you adhere to the required word count of the case study report (4,000) +/- 10%, as 10 marks will be deducted from your total grade, if you exceed the required word count (i.e., if you exceed 4400 words) and your grade will be capped at 40%, if you write below the required wordcount (i.e., if you write below 3600 words) and the marker cannot identify if the learning outcomes have been met.

Step-by-step Instructions
Preparation	Read the case study from above. Visit the website of Airbnb. Conduct further research about the case study, theories, concepts and contemporary issues in tourism industry. Write down a work plan or make a checklist with your tutor’s help.
The first page of the report	The module title and case study should be on the first page of the assignment. Assessment Front Sheet NOT required. This should be followed by a Table of Contents.
Introduction (400 words)	The introduction should begin by briefly discussing the key contemporary issues currently impacting the tourism industry, such as sustainability challenges, overtourism, and regulatory pressures. This will provide context for understanding the broader challenges faced by tourism destinations and operators. Next, clearly define the concept of the sharing economy, highlighting its relevance and transformative role in the tourism sector, specifically through platforms like Airbnb. Identify and evaluate contemporary issues affecting Airbnb, with clear examples and theoretical backing. Finally, state the aims of the case study, which include examining how Airbnb operates within the sharing economy, assessing its impact on host communities, and evaluating the strategies used to address regulatory and sustainability challenges.
First section (600 words)	Overview of Airbnb and Contemporary Issues Provide a detailed overview of Airbnb as a tourism product provider, including its business model and global reach. Identify and evaluate contemporary issues affecting Airbnb, such as regulatory challenges, gentrification, and competitive pressures. Discuss how these issues influence Airbnb’s operations and the broader tourism ecosystem.
Second section (600 words)	Demand Characteristics and Market Trends Analyse the demand characteristics for Airbnb’s services. Discuss consumer trends that influence demand (e.g., the rise of the sharing economy, preference for authentic travel experiences, increased digital nomadism). Assess how these changing demand patterns impact Airbnb`s supply strategies, including how they recruit new hosts and adapt offerings to meet consumer needs.
Third section (700 words)	Impact of Airbnb on Host Communities Evaluate the positive and negative impacts of Airbnb on host communities. Consider economic impacts (e.g., income for hosts, increased local spending), social impacts (e.g., changes in neighbourhoods, rising rent prices), and environmental impacts. Analyse how Airbnb’s presence in urban and rural areas affects local communities and contributes to tourism’s sustainability debate.
Fourth section (700 words)	Innovation, Adaptation, and Strategic Management Discuss how Airbnb innovates and adapts to the challenges it faces, such as increased regulations, competitive market pressures, and changing traveller preferences. Evaluate Airbnb’s strategic management practices, such as quality control, customer experience enhancement and leveraging technology to stay competitive. Include how Airbnb uses customer feedback systems and data analytics to improve service delivery.

Fifth section (600 words)	Future Implications and Recommendations Based on your analysis, synthesize new ideas and evaluate the implications for the future of Airbnb. Provide practical recommendations for Airbnb to address contemporary challenges, improve community relations, and support sustainable tourism development.
Conclusion (400 words)	Conclusion Summarise the main points discussed in the report. Include your own opinion about the concepts, models, practices, and organisational examples covered in the report.
References	List all the sources you have used using Harvard convention. That includes every website you visited, journal/articles, textbooks and other resources you have used. If you have not used the information but just read it, do not include that in the list. Your list should contain at least 20 pieces of research. All resources count as a separate piece of research.
Submission format	You must submit a Microsoft WORD document (.docx). Other formats will not be accepted. There is a Turnitin Practice Link in the Formative Activities Section on Moodle where you can upload your assignment to check for similarity. You can over-write your submission 3 times before the deadline. If you missed the Summative deadline, use the Late Submission link. As a rule of thumb, it will be opened for 2 working days. See Assignment Brief for the due dates.
Resubmission rules	If you missed both the Summative and Late Submission links or if your mark is below 40%, you need to resubmit your assignment. Refer to the Assignment Brief for the opening and closing times of the Resubmission links. You are entitled to Academic Support and Study Skills Support for the resubmission. Please request it with your local SST.