Modules

Module title: Experience Design and Management for Tourism, Hospitality and Events
SCQF level: 11:
SCQF credit value: 20.00
ECTS credit value: 10
Module code: TSM11114
Module leader: Louise Todd
School The Business School
Subject area group: Tourism and Languages
Prerequisites

N/A
2019/0, Trimester 2, Face-to-Face, Edinburgh Napier University
Occurrence: 001
Primary mode of delivery: Face-to-Face
Location of delivery: CRAIGLOCKHAR
Partner: Edinburgh Napier University
Member of staff responsible for delivering module: Louise Todd
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
Learning & Teaching methods including their alignment to LOs
Learning and Teaching will involve a variety of methods including a series of one-hour-long lectures and/or seminars between weeks 1 and 12. These will involve varied sessions with subject-specialist academics; and tourism, hospitality and event industry guest speakers where appropriate. Lectures / seminars will prioritise examining design and experience theories and their application in tourism, hospitality and event settings through referring to academic theory.

Further methods will involve a series of weekly two-hour-long workshops. These will allow students to work towards responding to a tourism, hospitality or event experience design brief. The workshops will encourage students to research and solve problems through the synthesis and application of design and experience theories to the conceptualisation, design and proposal of a managed practical managed tourism, hospitality or event experience. These will provide the opportunity for students work in tourism, hospitality or event-specific groups to focus upon their particular specialist MSc programme and will include a Confident Futures-led element to assist students in developing their experience design proposal (LO1, LO3 and LO4).

Selected site visits, film and/or sensory tourism, hospitality and event-related experiences will also be applied throughout the module in teaching time and students will be expected to attend and consume a selected tourism, hospitality and event experience in either class or their own time (in addressing LO1, LO2, LO3 and LO4).

Throughout the module, students will be encouraged to undertake their own self-centred and independent learning through research and reading into design and experience management in the setting of tourism, hospitality or events. They will be required to reflect upon and evaluate their own experiences in the practical application of design and experience theories through the process of

Formative Assessment:
The University is currently undertaking work to improve the quality of information provided on methods of assessment and feedback. Please refer to the section on Learning and Teaching Approaches above for further information about this module’s learning, teaching and assessment practices, including formative and summative approaches.

Summative Assessment:
The University is currently undertaking work to improve the quality of information provided on methods of assessment and feedback. Please refer to the section on Learning and Teaching Approaches above for further information about this module’s learning, teaching and assessment practices, including formative and summative approaches.

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Lecture 12
Face To Face Seminar 24
Independent Learning Guided independent study 164
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Portfolio 70 1, 2, 4 15 HOURS= 0, WORDS= 3000
Oral Presentation 30 1, 3 9 HOURS= 0.20, WORDS= 0
Component 1 subtotal: 30
Component 2 subtotal: 70
Module subtotal: 100
2019/0, Trimester 2, FACE-TO-FACE,
Occurrence: 002
Primary mode of delivery: FACE-TO-FACE
Location of delivery: CRAIGLOCKHAR
Partner:
Member of staff responsible for delivering module: Louise Todd
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
Learning and Teaching will involve a variety of methods including a sequential series of
lectures/seminars integrated session with subject-specialist academics and/or
specialists case material. The Lectures / seminars will prioritise examining design and
experience theories and their application in tourism, hospitality and event settings
through referring to academic theory. Workshops and online facilitated resources will
allow students to work towards responding to a business tourism, hospitality or event
experience design brief. The workshops will encourage students to research and solve
problems through the synthesis and application of design and experience theories to the
conceptualisation, design and proposal of a managed practical managed business
tourism, hospitality or event experience. These will provide the opportunity for students to
work in business tourism, hospitality or event-specific groups to focus upon their
particular specialist area. This will include a Confident Futures (or similar) led element to
assist students in developing their experience design proposal (LO1, LO3 and LO4).
Selected site visits, film and/or sensory tourism, hospitality and event related
experiences will also be applied throughout the module. Students will be expected to
attend and consume a selected business tourism, hospitality and event experience in
either class or their own time (in addressing LO1, LO2, LO3 and LO4). Throughout the
module, students will be encouraged to undertake their own self-centred and
independent learning through research and reading into design and experience
management in the setting of business tourism, hospitality or events. They will be
required to reflect upon and evaluate their own experiences in the practical application
of design and experience theories through the process of learning.

Formative Assessment:
Portfolio development reviews
Oral presentation workshop feedback

Summative Assessment:
Portfolio (coursework)
Oral Presentation

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Lecture 12
Face To Face Seminar 24
Independent Learning Guided independent study 164
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Portfolio 70 1,2,4 14/15 , WORDS= 3000
Oral Presentation 30 1,3 16
Component 1 subtotal: 70
Component 2 subtotal: 30
Module subtotal: 100

Description of module content:

This module involves applying theoretical perspectives to develop skills and techniques in tourism, hospitality or events. The module allows students to build work-based skills in tourism, hospitality and/or event management that are underpinned with relevant theory. It facilitates a critical understanding of how the core elements of tourism, hospitality and events contribute to their effective and coherent design; and how consumer experiences can be managed.
The module opens with an introduction to key design and experience theories and concepts such as: the experience economy; service encounters; experiencescapes; the tourist gaze; co-creation; and symbolic interactionism. The application of these to tourism, hospitality and events is then considered. Concurrently, students examine key management functions and consider these in the context of specific tourism, hospitality or events in an authentic experiential setting. Particular attention is paid to manager and critical consumer perspectives in specific tourism, hospitality and event design settings.

There are two assessment components. Assessment 1 has two elements. Element 1 requires students to draw upon theories discussed in the module to respond collaboratively to an experience design brief by producing and presenting a proposed tourism, hospitality or event experience in the form of a group oral presentation. The second element of Assessment 1 requires students to write a reflective and evaluative essay.

Assessment 2 requires students to consume a selected tourism, hospitality or event experience in real time, then to critically review and evaluate the design and management of that experience in the form of either a written or online portfolio.

Learning Outcomes for module:

LO1: Critically appraise design and experience theories and their application in tourism, hospitality and event settings.
LO2: Apply relevant theory and reflection to the critical review and evaluation of the design and experience management of a selected tourism, hospitality or event experience.
LO3: Synthesise and apply design and experience theories to work collaboratively in conceptualising, designing and presenting a proposed tourism, hospitality or event experience in response to a brief. LO4: Critically evaluate and reflect upon the process of the application of design and experience theories within tourism, hospitality and event settings.
Indicative References and Reading List - URL:

Core - PINE, B.J. & GILMORE, J.H. (2011) THE EXPERIENCE ECONOMY: WORK IS THEATRE AND EVERY BUSINESS IS A STAGE.: HBS PRESS. Vol. 1, 2nd ed.
Core - FROCHOT, I., & BATAT, W. (2013) MARKETING AND DESIGNING THE TOURIST EXPERIENCE.: GOODFELLOW Vol. 1, 1st ed.
Core - MORGAN, M, LUGOSI, P. & BRENT RITCHIE, J, R. (2010) THE TOURISM AND LEISURE EXPERIENCE: CONSUMER AND MANAGERIAL PERSPECTIVES.: CHANNEL VIEW PUBLICATIONS Vol. 1, 1st ed.
Core - URRY, J, & LARSEN, J. (2010) THE TOURIST GAZE 3.0.: SAGE Vol. 1, 3rd ed.
Core - BERRIDGE, G (2007) EVENTS DESIGN AND EXPERIENCE.: BUTTERWORTH-HEINEMANN Vol. 1, 1st ed.
Recommended - ANDREWS, H. AND LEOPOLD, T. (2013) EVENTS AND THE SOCIAL SCIENCES: ROUTLEDGE Vol. 1, 1st ed.
Recommended - GETZ, D (2012) EVENT STUDIES: THEORY, RESEARCH AND POLICY FOR PLANNED EVENTS.: ROUTLEDGE Vol. 1, 2nd ed.
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