| CODE | TTC5200 | ||||||||||||||||||||
| TITLE | Managing the Visitor Experience | ||||||||||||||||||||
| UM LEVEL | 05 - Postgraduate Modular Diploma or Degree Course | ||||||||||||||||||||
| MQF LEVEL | 7 | ||||||||||||||||||||
| ECTS CREDITS | 5 | ||||||||||||||||||||
| DEPARTMENT | Tourism Management | ||||||||||||||||||||
| DESCRIPTION | This study-unit will examine the way destinations through their hospitality, events and other ancillary services seek to attract visitors through the provision of a high quality visitor experience. The tourism experience takes place at the moment when tourism consumption and tourism production meet (Andersson, 2007) and therefore this unit will explore the role of the consumer as well as the stakeholders (such as governments, service providers) in the experience economy(Pine and Gilmore, 2011, 2016). How stakeholders act, independently or collaboratively to develop and maintain an innovative, yet sustainable visitor offering mix so as to maximize social, economic and environmental benefits within a strategic framework forms an integral part of this unit. Study-unit Aims: The aim of this study-unit is to give students the tools to strengthen their business and destination's competitive advantage by incorporating experience economy strategies in their business offer and also by providing a fuller understanding of what the tourist experience entails. It will apply the seminal concepts developed by Pine and Gilmore (1999) who conceptualized four realms of tourism experiences with fluid boundaries. This together with other related theoretical frameworks serve as tools to develop innovative approaches with the aim of developing high quality visitor experiences and delivering a unique experience for their customers in the Tourism, Hospitality and Events sector. Learning Outcomes: 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: - Distinguish between commodities, goods, services and experiences; - Comprehend and critically evaluate some theoretical frameworks designed for understanding and evaluating experiential consumptions that have conceptual and practical relevance to the tourism industry; - Assess Experience Economy strategies present in a business environment; - Comprehend the dynamics of the tourist experience; - Analyse how different physical and social contexts impinge on the visitor experience; - Evaluate marketing concepts, management and policy issues for the development of attractions with a strong tourist experience component. 2. Skills: By the end of the study-unit the student will be able to: - Identify market opportunities; - Design an effective and integrated management and marketing visitor experience strategy; - Produce a research paper or project outline for the conceptual development of an experiential visitor product. Main Text/s and any supplementary readings: Main Texts: Andersson T. (2007). The Tourist in the Experience Economy. Scandinavian Journal of Hospitality & Tourism [serial online]. March 2007; 7(1), 46-58. Available from: Business Source Premier, Ipswich, MA. Pine II, B.J. and J.H. Gilmore (2011), The Experience Economy, Updated Edition, Boston, MA: Harvard Business Review Press, pp. 19-21. Pine,B. Joseph Pine II, Gilmore, James, (2016) "Integrating experiences into your business model: five approaches", Strategy & Leadership, Vol. 44 Issue: 1, pp.3-10, doi: 10.1108/SL-11-2015-0080. Supplementary Readings: Evans, n. (2015), Strategic Management for Tourism, Hospitality and Events, (2nd Ed.) Getz, D (2007). Event Studies: Theory, research and policy for planned events . Elsevier. Hayllar, B., Griffin T. and Edwards, D (2008), City Spaces - Tourist Places; Urban Tourism Precincts, Butterworth-Heinemann. Macleod D (2003) Niche Tourism in Question: Interdisciplinary Perspectives on Problems and Possibilities. Available online. Morpeth N Raj R Griffin KA (2013) Cultural Tourism. Novelli M (2004) Niche Tourism: Contemporary issues, trends and cases. Page, S. J. and J. Connell (eds) (2012) The Routledge Handbook of Events. Routledge. Richards G (2007) Cultural Tourism: Global and Local Perspectives. Available Online. Smith, A. (2012), Events and urban regeneration: The strategic use of events to revitalise cities, Routledge. Smith, A. (2016), Events in the city : using public spaces as event venues. |
||||||||||||||||||||
| STUDY-UNIT TYPE | Lecture, Fieldwork, Independent Study & Seminar | ||||||||||||||||||||
| METHOD OF ASSESSMENT |
|
||||||||||||||||||||
| LECTURER/S | |||||||||||||||||||||
|
The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2023/4. It may be subject to change in subsequent years. |
|||||||||||||||||||||