Modules

Core Module Information
Module title: Curating Experiences for the Visitor Economy
SCQF level: 11:
SCQF credit value: 20.00
ECTS credit value: 10
Module code: TSM11136
Module leader: Ellis Urquhart
School The Business School
Subject area group: Tourism and Intercultural Business Communication
Prerequisites

There are no pre-requisites for this module to be added
Description of module content:

This module involves applying theoretical perspectives to develop skills and techniques to curate meaningful visitor experiences in the visitor economy. The module allows you to activate work-based skills in tourism, events and leisure that are underpinned with relevant theory. It facilitates a critical understanding of how the core elements of the visitor contribute to their effective and coherent design; and how consumer experiences can be managed. Key themes across the module include authenticity; inclusivity; making experiences engaging and memorable; immersion and digital experiences. You will complete the module not only being to critique and evaluate marketed visitor experience but also exercise creativity to propose a new experiential concept for a defined target audience.
Learning Outcomes for module:

Upon completion of this module you will be able to

LO1: Critically examine theoretical components and contributions to the study of experience design and the contemporary visitor economy.

LO2: Apply the principles of experience design to review and critique their use and marketing by visitor experiences.

LO3: Apply the principles of experience design to the creation of visitor experiences for specified target audiences.

LO4: Review and develop models and tools for evaluating the effectiveness of visitor experiences, to inform management practice.
Full Details of Teaching and Assessment
2026/7, Trimester 2, IN PERSON, Edinburgh Napier University
VIEW FULL DETAILS
Occurrence: 001
Primary mode of delivery: IN PERSON
Location of delivery: CRAIGLOCKHAR
Partner: Edinburgh Napier University
Member of staff responsible for delivering module: Ellis Urquhart
Module Organiser:


Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)NESH Description
Online Guided independent study 165 Outside class activity to prepare for assessment and enhance understanding through independent research.
Face To Face Practical classes and workshops 31.5 Through an active learning approach, the module focusses on the design and creation of exceptional visitor experiences from a leadership perspective. As such, you will engage in practical activities, class and group discussion and skills building exercises throughout the workshops.
Face To Face Fieldwork 3.5 Through a supervised field visit, you will apply concepts in practice to evaluate a visitor experience in a real-world industry context.
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words Description
Portfolio 50 1~2 Week 7 , WORDS= 2500 words This assessment challenges you to critique a real-world visitor experience in your chosen context. You will assess the strengths and weaknesses of an experiential offering, highlighting areas of best practice. This provides the foundation knowledge to inform Component 2.
Report 50 3~4 Exam Period , WORDS= 4000 words Drawing on the lessons from Component 1, this group proposal sets out your unique visitor experience concept for a defined target audience. This encourages you to collaborate creatively on the concept and by linking to theory, justify how this is a viable offering. Your group will also design an evaluative tool that could be applied to the experience concept to assess its quality.
Component 1 subtotal: 50
Component 2 subtotal: 50
Module subtotal: 100

Indicative References and Reading List - URL:
TSM11136 Curating Experiences for the Visitor Economy
 

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