Areas of Expertise
- Adventure tourism
- Marine toursm
This module aims to help students develop key skills which will be of a practical benefit to them as integrate into the professional workplace and work to become Business graduates. Specifically the module will teach students how to engage with potential employers, colleagues and the wider business community. Communicating effectively and playing a positive role within a team will therefore be core themes throughout the module.
This module focuses on contemporary issues in tourism. These cases will cover `mass¿ tourism as well as new forms of `alternative¿ tourism that are now beginning to challenge the supremacy of mass tourism. Such alternative tourism forms include farm tourism, backpacker tourism, volunteer tourism, food (gastronomic) tourism and wine tourism, dark tourism (thanatourism), adventure tourism, ecotourism and heritage tourism. Emerging variants of mass tourism, for example low-budget tourism and all-inclusive tourism, will also be considered. The cases will emphasise contemporary issues in the strategic planning, operations management, marketing, product development, human resource management, financial, economic, community and policy aspects of tourism.
This module will explain the growth in experiential tourism and how it is situated within contemporary destination management. It will include an appreciation of the history of tourism, leisure practice and relationships to environment and landscape, and explain consumer motivations and models. It will also show how entrepreneurs have developed activity tourism within destinations to broaden the tourist product. Theories and issues associated with entrepreneurial tourism will be illustrated using case study material and issues important to management of tourism activities in a commercial setting will be identified. Students will be able to show an appreciation of product and programme development strategies in theory and practice and discuss and evaluate risk management strategies. Leadership skills and the use of these by entrepreneurs in adventurous and non-adventurous activities will also be identified as well as an evaluation of strategies and techniques for managing activity within protected areas.
Tourism development brings a range of marketing challenges and impacts that may be observed first-hand. This course combines a discussion of tourism development and marketing with a visit to a tourism destination. Students will investigate the destination development and interact with relevant tourism operators, marketers and policy makers. This will provide students with the opportunity to observe destination management issues first hand and to assess career options in the sector. There is also opportunity for students to practice research skills in this environment.
Strategic Brand Management involved the design and implementation of programmes and activities to build, measure and manage brand equity. The focus of the course is on learning brand and brand related concepts (e.g. brand equity and brand extension) and an understanding on how organisations can invest in building strong brand image and equity for long term profitability of the brand.
Tourism development brings a range of challenges and impacts that may only be observed first hand. This course combines a discussion of tourism development with a visit to a tourism destination. Students will investigate the destination development and interact with relevant tourism operators, marketers and policy makers. Students will also interact with the host community and develop tools for community-based tourism in a problem-based learning scenario.